網路科技的迅速發展帶動網路商店興起，使實體店面開始改變角色定位。 消費者到實體店面不再是購買產品，而是體驗產品、服務並檢視產品的適用性， 隨後到網路進行比價購買。實體店面因此成為「展示間」，使實體店面營收與 經營受到影響。實體店面如何提升店內體驗服務，吸引消費者在店內購買是目 前實體店面要學習的課題。本研究以家具家飾品零售業為例，研究目的在於探 討實體家具家飾品店面要如何利用服務環境、產品屬性及服務接觸來觸動線上 消費者到實體家具家飾品店面體驗整體服務，並願意在實體店面進行購買提升 店家獲利。研究結果顯示:(一)家具家飾品業的線上消費者知覺價值若越高，實 體店面購買意願則會越低;(二)服務環境、產品屬性在線上消費者知覺價值與實 體店面購買意願兩者之間的關係具有部分中介效果;以及(三)服務接觸無法為線 上消費者知覺價值與實體店面購買意願帶來中介影響。其中，家具家飾品業之 服務接觸與實體店面購買意願更無顯著關係。根據研究結論，本研究提出服務 接觸未能影響實體店面購買意願之重要因素、線上與線下之服務環境之實務應 用及未來相關產業研究之建議。 The rapid development of Internet technology has led to the rise of online stores,and physical stores have begun to change their role positioning. Consumers visiting physical stores is no longer to buy products, but also to experience products and services and examine the applicability of the products, and then to compare prices online. Physical stores have therefore become a “showroom,” which affects their revenue and operations. How physical stores can improve in-store experience services and attract consumers to purchase in-store is a hot issue for physical stores to learn. Taking the furniture and accessories retail industry as an example, the purpose of the present study is to explore how physical furniture and accessories stores can use the service environment, product attributes and service encounter to provoke online consumers to experience the overall service in the physical furniture and accessories stores and to have willingness to shop in the physical furniture and accessories stores in order to increase the profitability of the stores. The research results revealed: (1) The higher the perceived value of online consumers in the furniture and accessories industry, the lower the willingness to buy in physical stores; (2) Service environment and product attributes partially mediated the relationships between the perceived value of online consumers and purchase intention in physical stores; and (3) service encounter cannot mediate the perceived value of online consumers and the purchase intention of physical stores. Among them, there was no significant relationships between the service encounter of the furniture and accessories industry and purchase intention of physical stores. Based on the research findings, this study puts forward relevant factors that service encounter has not affected the purchase intention of physical stores, the practical application of online and offline service environments, and recommendations for future research on related industries.
