虛擬通路之崛起，「線上推播，線下購物」之通路合作模式已悄悄改變。網路購物有著便利與24小時不打烊之特性，而實體通路提供消費者體驗、使用與諮詢，能夠快速建立口碑為其優勢，使得通路之間的特性有著逐漸分化之現象。
因此，我們所追求的並不是任一通路有著絕對之優勢，而是誰能夠在其通路環境中刺激消費者「當下」完成購物決策，才是適合之通路策略。而衝動性購買中，又以產品綑綁銷售為強化其行為發生之利器，但卻容易在購買過程當中因感知到的風險影響。故本研究在探究虛擬與實體通路以及產品綑綁銷售與否，對其通路特性、知覺風險，與衝動性購買之關係。結果顯示虛擬與實體通路在整體通路特性上有著顯著不同，特別在服務特性上。此外產品綑綁銷售與否在資訊特性上之展現亦不同：不僅可降低知覺風險，提升衝動性購買行為，知覺風險對於衝動性購買與產品綑綁銷售更有著中介效果之影響。

The emergence of virtual channel endeavors the collaboration of “online for promotion” and “offline for purchasing.” The online channel encompasses of convenience and 24 hours nointerupt service features whereas the offline channel can enhance consumer experience as well as consumer consultancy and turn into its competency via word-of-mouth. Consequently, the two channel’s distinctiveness becomes apparent.
Per channel strategy, there is no optimal channel which is superior to others, rather a fit channel that can stimulate purchase intention and accomplish the purchasing at the right moment. Amongst, bundling is a strategy that can induce impulsive purchasing. This study aims to explore the impacts of mixed channel strategy of online and offline channels and bundling on impulsive purchasing in light of mediations of channel features and perceived risk. The results show a distinctive channel features difference between online and offline channel, service feature, in particular. In addition, bundling exhibits different features regarding information revelation where the perceived risk decreases and impulsive purchasing increases. Finally, the mediation effect of perceived risk is significantly validated between bundling and impulsive purchasing.

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