消費者線上線下通路整合之研究 －以瑞幸咖啡為例

本研究主要目的在調查O2O新零售消費者的線上互動如何影響線上和線下消費服務現況的整合。本研究利用O2O模式、情境因子理論、購買前試用模型和S-O-R框架提出假設。針對其線上消費者發放有效問卷307份收集分析資料。使用偏最小平方法結構方程式(PLS-SEM)方法來檢驗研究模型和14種假設關係。影響情境因子：物理環境情境(地理便利性)、經濟任務行為(價格、品質)、社會互動情境(APP效用、APP介面)及時間情境(取餐速度)，正向影響功利價值及享樂價值，繼而影響試用行為意願和再購行為意願。本研究研究結果發現：價格、APP效用、APP介面會正向顯著影響功利價值; APP效用、APP介面易用性和取餐便利會正向顯著影響享樂價值，進而驗證享樂價值與功利價值會正面顯著影響其試用行為意願及再購行為意圖。最後，試用行為意願亦正向顯著影響再購行為意圖。本研究對於餐飲業與O2O、S-O-R框架、情境因子有進一步理論進展，亦同時為餐飲業行銷方式提供實質建議。

The main purpose of this research is to investigate how the online interaction will affect the integration of online and offline services in O2O commerce. This study integrates O2O mode, situational variables, try-before-you-buy model, and S-O-R framework to propose hypotheses. The data were collected from 307 consumers. The partial least squares structural equation modeling (PLS-SEM) was used to test the research model and 14 hypothetical relationships. The situational factors including physical surroundings (location convenience), task definitions (product price and quality), social surroundings (APP utility, APP interface), and temporal perspectives (speed of shopping) positively and significantly affect utilitarian value and hedonic value, which in turn positively affect the intention to try and the intention to repurchase. The results show that product price, APP utility, and APP interface positively affect utilitarian value. APP utility, APP interface, and speed of shopping positively affect hedonic value. Utilitarian ad hedonic value positively influence the intention to try and the intention to repurchase. Finally, the intention to try influences the intention to repurchase. This study makes theoretical contributions to the catering industry through the O2O mode, S-O-R framework, and situational variables, and provides practical suggestions for the development of marketing strategies in the catering industry.