後續研究建議

國

立 政 治 大 學

‧

N a tio na

l C h engchi U ni ve rs it y

第三節 研究限制

由於能從外部搜集的資料有限，在公司內部資訊難取得的狀況下，要進⾏

並探討多個品牌的虛擬通路建構策略便顯得相當的困難。因此後續研究應針對 個案到公司進⾏訪談，以便更了解公司的觀點及實際建置虛擬通路⾯臨的挑 戰。此外，當研究進⾏時，公司嘗試的腳步亦不會慢下來，隨著時間的推移，

因此即使假說提及的⽅向並不會有太⼤的變化，但是品牌商經營的細節極有可 能有所改變。另外，在建⽴虛擬通路之時，業界並沒有⼀個百分百正確的答 案，在三個品牌類型的品牌商都在不斷嘗試的狀況下，觀察品牌樣本的全⾯性 會影響到假說的建⽴。也因此，在後續進⾏精品品牌的虛擬通路策略的研究 中，建議能將觀察的品牌依照其產品類型進⾏縮減，例如僅研究⽪件製品品牌 的建置情況等等，以便提出更精確的經營建議。或者應盡可能地擴⼤觀察品牌 的樣本數，以便提出更完整的虛擬通路建置建議。

第四節 後續研究建議

在未來的研究當中，建議可以從銷售導向性的⽅向著⼿，深⼊探討不同品 牌類型的個案，從 4C 的⾓度切⼊，探討個案公司在建置虛擬通路以及虛實整 合時實際解決的消費者的哪幾個交換成本問題，以及⽐較這些個案公司之間的 差異。此外，亦可以三種不同的品牌類型作為中介變數，探討不同的品牌類型 所採取的電⼦、⾏動商務通路建置策略以及⾏銷⼿法，對於消費者的品牌態 度、品牌忠誠度以及購買意願之影響。

‧

Balasubramanian, Sridhar, Rajagopal Raghunathan, and Vijay Mahajan (2005),

"Consumers in a multichannel environment, Product utility, process utility, and channel choice," Journal of interactive marketing, 19.2, 12–30.

Cachon, Gérard P., and Robert Swinney (2011), "The value of fast fashion, Quick response, enhanced design, and strategic consumer behavior," Management

Science, 57.4, 778–795.

Carsten Keller, Karl-Hendrik Magnus, Saskia Hedrich, Patrick Nava, Thomas Tochtermann (2014), “Succeeding in tomorrow’s global fashion market,”

research paper, McKinsey & Co. (September)

Claudia D’Arpizio, Federica Levato Daniele Zito, and Joëlle de Montgolfier (2015),

"Luxury Goods Worldwide Market Study, " research report, Bain & Co.

Dholakia, Ruby Roy, Miao Zhao, and Nikhilesh Dholakia (2005), "Multichannel retailing, a case study of early experiences," Journal of Interactive Marketing 19.2, 63–74.

Deborah Weinswig (2015), “Europe’s 25 Fastest-Growing Apparel Retailers,”

research report, Fung Business Intelligence Centre (May 19). 


Goersch, Daniel (2002), "Multi-channel integration and its implications for retail web sites," in ECIS 2002 Proceedings, Paper 11.

Google Shopper Marketing Agency Council (2013), “Mobile In-store Research, How In-store Shoppers Are Using Mobile Devices” research report, Google and M/A/R/C Study (April). 


Jaffe, R. (2000), "Multi-channel vs pureplay philosophies appear night and day,"

PaineWebber Research Note 24, 1.

Kim, Jihyun, and Jihye Park (2005), "A consumer shopping channel extension model, attitude shift toward the online store," Journal of Fashion Marketing and

Management, An International Journal, 9.1, 106–121.

King, Jen (2014), “Pure digital marketing returns on investment with $12.5B profit growth,” news report, Luxury Daily (May 8).

‧

King, Ruth C., Ravi Sen, and Mu Xia (2004), "Impact of web-based e-commerce on channel strategy in retailing," International Journal of Electronic Commerce, 8.3, 103–130.

Klein, Lisa R., and Gary T. Ford (2003), "Consumer search for information in the digital age, An empirical study of prepurchase search for automobiles," Journal

of interactive Marketing, 17.3, 29–49.

Krueger, Melinda (2014), “7 steps to successful multichannel commerce,” news report, Mobile Commerce Daily (May 8).

Kumar, Vipin, and Rajkumar Venkatesan (2005), "Who are the multichannel shoppers and how do they perform? , Correlates of multichannel shopping behavior,"

Journal of Interactive Marketing, 19.2, 44–62.

Lee, Hyun-Hwa, and Jihyun Kim (2008), "The effects of shopping orientations on consumers' satisfaction with product search and purchases in a multi-channel environment," Journal of Fashion Marketing and Management, An

International Journal, 12.2, 193–216.

Levin, Aron M., Irwin R. Levin, and C. Edward Heath (2003), "Product Category Dependent Consumer Preferences for Online and Offline Shopping Features and Their Influence on Multi-Channel Retail Alliances," J. Electron. Commerce

Res, 4.3, 85–93.

Luca Solca, Paola Bertini, Hui Fan, Marco Pozzi, and Alexandra Bertasio (2015a),

"The Digital Competitive Map – The Race is on! , " research report, Contact Lab and Exane BNP Paribas (January 7).

Luca Solca, Hui Fan, Marco Pozzi, Alexandra Bertasio, and Davide Sarra (2015b),

"Digital Luxury Online Pricing Landscape SS15, " research report, Contact Lab and Exane BNP Paribas (Octorber 8).

Noble, Stephanie M., David A. Griffith, and Marc G. Weinberge (2005), "Consumer derived utilitarian value and channel utilization in a multi-channel retail context," Journal of Business Research, 58.12, 1643–1651.

Parry, Tim (2015), “Abercrombie & Fitch Expands Across Asia,” news report, Luxury Daily (February 6).

Rambourg, Erwan (2014), The Bling Dynasty, Why the Reign of Chinese Luxury

Shoppers Has Only Just Begun. John Wiley & Sons.

‧ 國

立 政 治 大 學

‧

N a tio na

l C h engchi U ni ve rs it y

Rangaswamy, Arvind, and Gerrit H. Van Bruggen (2005), "Opportunities and challenges in multichannel marketing, An introduction to the special issue,"

Journal of Interactive Marketing, 19.2, 5–11.

Roberts, Andrew (2015), “Luxury Web Battle Looms as LVMH, Hugo Boss Develop E-Commerce,” news report, Bloomberg (October 4).

Shankar, Venkatesh, Mirella Kleijnen, Suresh Ramanathan, Ross Rizley, Steve Holland, Shawn Morrissey (2016), "Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues," Journal of Interactive

Marketing, 34, 37–48.

Sadeh, Norman (2003), M-commerce: Technologies, Services, and Business models.

John Wiley & Sons.

Varadarajan, P. Rajan, and Manjit S. Yadav (2002), "Marketing strategy and the internet, an organizing framework," Journal of the Academy of Marketing

Science, 30.4, 296–312.

Vigneron, Franck, and Lester W. Johnson (2004), "Measuring perceptions of brand luxury," The Journal of Brand Management, 11.6, 484–506.

Yin, Robert K (2013), Case study research, Design and methods. Sage publications.

中⽂部分

Wang Chelcee, Tsai Caroline (2014)，“尼爾森網路購物⾏為研究：揭開電⼦購物 籃的秘密”，尼爾森.

邱志聖 (2014)，⾏銷研究：實務與理論應⽤，台北市：智勝⽂化.

邱志聖 (2014)，策略⾏銷分析：架構與實務應⽤ 四版，智勝⽂化.

劉怡君 (2015)，“ZARA 台灣線上購物網 online shop 正式上線！”，新聞報導，

GQ台灣 ( 12 ⽉ 25 ⽇)

羅之盈 (2011)， “UNIQLO 網路店今天上午新鮮開幕，400 款商品開賣”，新聞 報導，Business Next 數位時代 ( 3 ⽉ 25 ⽇)

‧

8ight second — http://www.8seconds.co.kr/

Abercrombie & Fitch — https://www.abercrombie.com/

Bershka — http://www.bershka.com/

Burberry — https://www.burberry.com/

BVLGARI — https://www.bulgari.com/

Cartier — https://www.cartier.fr/

Chanel — https://www.chanel.com/

Dolce & Gabbana — http://www.dolcegabbana.com/

Froever21 — http://www.forever21.com/

Gap — http://www.gap.com

GEORG JENSEN — http://www.georgjensen.com/

Gucci — https://www.gucci.com H&M — http://www.hm.com/

HAZZYS — http://hazzys.lfmall.co.kr Hermès — http://www.hermes.com/

Hollister — https://www.hollisterco.com/

Hugo BOSS — https://www.hugoboss.com LONGINES — https://www.longines.com/

Louis Vuitton — http://www.louisvuitton.com/

Mango — http://shop.mango.com/

MIXXO — http://www.mixxo.com/Style/StyleMain.aspx MUJI — http://www.muji.com

PIAGET — http://www.piaget.com/

Prada — https://www.prada.com/

Pull & Bear — http://www.pullandbear.com/

Ralph Lauren — http://www.ralphlauren.com Roots — https://www.roots.com/

SPAO — http://spao.com

Tiffany&Co. — https://www.tiffany.com/

Timberland — https://www.timberland.com/

Tommy Hilfiger — https://global.tommy.com Uniqlo — http://www.uniqlo.com

‧ 國

立 政 治 大 學

‧

N a tio na

l C h engchi U ni ve rs it y

Valentino — http://www.valentino.com ZARA — http://www.zara.com/