展示間行為，在國外學術界及從業人員時常提及，也有許多國外文獻著墨於展示間行為，但在台灣國內較少有探討此議題，展示間行為：消費者前往實體店以了解商品並收集產品資訊，卻在網路上進行購買。近年來網際網路、科技、通訊技術迅速發展，消費者有更多的管道及通路，更容易買到想要購買的商品，消費者在店家瀏覽商品時，同時也會拿起手機比較價格，因此本研究的目的以消費者價值理論探討消費者傾向展間行為的因素，本研究以網路問卷進行資料蒐集，共回收275份有效問卷，再以迴歸分析進行資料分析，研究結果顯示，「功能性價值」、「社會性價值」對於展示間行為皆有顯著正向影響，研究結論也能提供相關業者，未來經營實體店與經營策略擬定之參考。
Showrooming behavior are often mentioned by people in business practice and academic literature abroad, and they are so many records about showrooming behavior. However, it is seldom discussed. (Showrooming behavior：Consumer gather information about products in Brick-and-Mortar Stores but purchase the products online.) In recent years, internet, technologies and communication technologies have developed rapidly. Therefore, consumers have more access to buy products easily and meanwhile consumers are browsing goods in retail stores while they can compare prices by mobile phone. The purpose of this research is to uses the theory of Consumption Value to study the showrooming behavior’s factors which consumer tend to do. The study connect information by collects data from the web questionnaires and 275 valid respondents are invited to respond the questionnaires.“Regression Analysis” is adopted to analyze the collected data. The results show Functional value and Social value have significantly impact on showrooming behavior. Undoubtly, this research could be served as a reference for running business in brick and mortar stores in the future.
