從區位理論探討在台灣消費者眼中網路、型錄、與商店做為購物管道之競爭優勢
A Niche Analysis of the Web ’ Catalogs and Retail Stores as Marketing Channels: A Case in Taiwan

郭貞、劉美琪、黃振家
Kuo, Cheng、Liu, Jeanne、Huang, Vincent

本研究採用區位分析(niche analysis) 來比較路、型錄、與商店在溝通、通路、與便利效益上之優劣。從而探討這三種行銷管道彼此之間的競爭與互補關係。經由分層抽樣法，研究者從資策會提供的名單選取樣本，寄發電子郵件邀其參與線上調查，以此方式降低一般網路調查中受訪者自我選擇的偏誤。最後共有909位網路使用者參與調查。從區位分析結果，研究者發現：三者之間彼此雖有互補與競爭，但尚無一個管道因為競爭激烈而被完全淘汰出局，亦無任何一處於個絕對領先地位。網路是頗具潛力的明日之星，未來若能改善通路效益方面的缺失，將可大行其道。商店購物與網路購物經驗相似性較低，自有其存活空間。型錄購物確有可能面臨來自網路最嚴酷的競爭。

This study examines channel utilities of the Web in comparison with catalogs and retail stores from the perspective of niche theory. It identified and measured three channel utilities (communication, distribution, and convenience) with a set of 14 questions. Through on-line surveys, information about 909 Taiwanese internet users were collected and analyzed. Scales of channel utilities were assessed using confirmatory factor analysis and then used to examine the niche breadth, niche overlap, and niche superiority of these channels. Findings of the study indicate the Web is superior to catalogs and retail stores on the communication and convenience utilities but inferior to retail stores on the distribution utility Competitive displacement, instead of competitive exclusion, may take place among the three channels in the near future. Implications for marketing and advertising were discussed.

網路行銷，區位分析，消費行為

Internet marketing，Niche analysis，Consumer behavior，confirmatory factor analysis，channel attributes

2000.06.27

已授權

從區位理論探討在台灣消費者眼中網路、型錄、與商店做為購物管道之競爭優勢.pdf