網際網路的普及化、全球電子商務市場蓬勃發展，人們網路購物的消費習慣持續加深，可透過網路瞭解產品特性以選擇利於自己的管道而從事購買行為，這樣的消費行為及現象，使傳統的實體購物與新興的網路購物共存於消費市場上。 本研究目的在於瞭解消費者在面對不同產品特性、選擇不同通路購買方式及口碑影響的因素之下，對於本身購買意願的動機，以作為實體商店與網路商店業者擬定各項行銷策略、進行消費市場定位的參考。 本研究採用問卷調查方式蒐集資料，以一般民眾為調查對象，研究樣本共收回255份問卷。透過IBM SPSS 18版統計分析軟體分析之研究結果指出，產品特性對通路購買方式與購買意願具有顯著正向影響，消費者對於想購買的產品會考慮產品的品牌、品質及價格後並評估利用實體店鋪購買或網路消費才能滿足需求，進而影響其購買產品的意願；通路購買方式對購買意願具有顯著正向影響，可見消費通路選擇也會是滿足購物需求項目之一；通路購買方式在產品特性與購買意願之間具有部分中介效果，消費者會因通路購買方式認同程度對購買意願產生間接的影響效果；通路購買方式與購買意願之間口碑存在負向干擾效果，口碑與通路購買方式的交互作用下對購買意願有顯著的負向影響，良好的口碑，如果因其通路購買方式較為複雜，而導致產品取得不易或是需支付額外的費用，消費者可能因此而降低購買意願。 With the Internet universalizing and global business market flourishing rapidly, online shopping continuously infiltrates daily life. People collect and figure out the characteristics of different products through the Internet. Then, consumers' behavior will be carried out either through physical channels or virtual channels. This situation makes traditional and online retailers co-exist in the business. The purpose of this study is to realize the effects of purchase intention on different product characteristics, purchasing channels and word-of-mouth, attempting to provide some references for merchant during marketing strategy and position planning. The study mainly takes questionnaire as a measurement tool. The objects are general public. Total 255 copies of questionnaires are received. According to the statistical results analyzed by IBM SPSS 18, there is a significant positive effect of product characteristics on purchasing channels and purchase intention. Consumers take brand, quality and price of the product they want to buy into consideration and evaluate whether the traditional or online retailer meets demand, thereby affecting their purchase intention. There is also a significant positive effect of purchasing channels on purchase intention. Thus, the selection of retailer is one of the conditions to fulfill shopping needs. There is a mediating effect of purchasing channels on the relationship between product characteristics and purchase intention. Consumers' sense of identity towards purchasing methods indirectly affects purchase intention while word-of-mouth negatively affects on the relationship between purchasing channels and purchase intention. The interaction between purchasing channels and word-of-mouth contributes a significant negative effect on purchase intention. With a word-of-mouth in favor, if it is difficult to obtain the product or there is additional cost due to the complicated purchasing channels, purchase intention may decrease.
