A Comparison of Online and Offline Consumer Value Perception and Loyalty Intention

[[abstract]]網際網路的成長使得零售業興起巨大的變化，現今消費者面臨了許多通路選擇，如網路通路、型錄購物、電視購物等等，每一通路皆有每一通路的特色與優點。網路與實體雙重通路的使用已成為趨勢，因此，探討不同通路的知覺價值有助於了解消費者在多重通路上的消費行為。本研究利用四個價值構面探討實體通路與網路通路的價值知覺差異以提供學術和實務界對於在多重通路下，消費者行為的具體了解。[[abstract]]The growth of Internet causes the tremendous evolution in the retailing industry. Consumers now face with various ways of shopping, such as offline channel, online shopping, TV shopping, etc. It has becomes a trend that consumers go shopping via both online and offline channels. These channels provide unique value for variety customers to satisfy their demands. In order to explore the value of online and offline channels and to find out customer preference will be helpful to deeply understand multi-channel consumer behavior. Therefore, this study uses four value dimensions to explore the similarities and differences of value perception between online and offline channel to provide some specific insights for both academic and retailer, which in turn will assist them in formulating effective channel strategies