隨著電子商務的蓬勃發展，消費者選擇購物的通路變得更多樣化，難以有單一的路徑可以描繪消費者購物的模式，但對實體、網路及手機通路的管理者而言卻都是非常重要的議題，本研究應用人口遷徙理論中的「推
力－拉力－定錨力模型」來探討消費者的轉換行為，以及手機的使用是否會對實體店家的經營造成影響。研究經由問卷調查以及使用結構方程模式檢測假說，結果顯示，推、拉及定錨力皆會對轉換行為造成影響，但拉力及定錨力的影響較大，此外，手機確認行為及輔助購物的態度也皆會影響轉換行為。因此，建議業者，線上及線下通路都各具利弊，而手機的崛起，卻可以結合線上及線下各自的優勢，應在經營策略上，統合此三種通路並為消費者創造更便利更優質的購物環境。

Along with the development of e-commerce, it has changed consumers’
shopping and purchasing behaviors from the use of the one, traditional channel–
physical stores–to multiple channels. Consumer purchasing behaviors have
become more complicated. It is difficult to have a single path to describe the
consumer shopping behavior. The push-pull-mooring model (PPM) was applied
in this study to investigate consumer channel switching behavior related to online
channel and offline channel. And whether the use of mobile phones will affect
the operation of physical stores. Structural equation modeling was adopted for
quantitative analysis and hypotheses testing. The results indicated that push, pull
and mooring effects have direct impacts on switching intention. But pull effects
and mooring effects have stronger impact on switching intentions than push
effects. In addition, the confirmation of mobile phone behavior and the attitude
of assisted shopping all have a varying degree of switching behavior. Both the
online and offline channels have their own advantages and disadvantages. As
consumers’ in-store mobile usage increases, mobile devices can help consumers
to combine the benefits of offline and online channel shopping environment.
From the managerial perspective, the most important thing is to integrate the
multichannel to create a more convenient and quality shopping environment for
consumers.

Alreck, P. L., DiBartolo, G. R., Diriker, M., Dover, H. F., Passyn, K. A., &
Settle, R. B. (2009). Time pressure, time saving and online shopping: exploring
a contradiction. Journal of Applied Business Research, 25(5), 85.
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The
influence of multiple store environment cues on perceived merchandise value
and patronage intentions. Journal of marketing, 66(2), 120-141.
Balasubramanian, S., Raghunathan, R., & Mahajan, V. (2005). Consumers
in a multichannel environment: Product utility, process utility, and channel
choice. Journal of Interactive Marketing, 19(2), 12-30.
Bansal, H. S., & Taylor, S. F. (1999). The service provider switching model
(spsm) a model of consumer switching behavior in the services industry.
Journal of service research, 2(2), 200-218.
Bansal, H. S., Taylor, S. F., & St. James, Y. (2005). “Migrating” to new
service providers: Toward a unifying framework of consumers’ switching
behaviors. Journal of the Academy of Marketing Science, 33(1), 96-115.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a
services purchase decision context. Journal of service research, 3(2), 166-177.
Bauer, R. A. (1960). Consumer behavior as risk taking. Paper presented at
the Proceedings of the 43rd National Conference of the American Marketing
Assocation, June 15, 16, 17, Chicago, Illinois, 1960.
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of
fit in the analysis of covariance structures. Psychological bulletin, 88(3), 588.
Bhatnagar, A., Misra, S., & Rao, H. R. (2000). On risk, convenience, and
Internet shopping behavior. Communications of the ACM, 43(11), 98-105.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings
on customers and employees. The Journal of Marketing, 57-71.
Bobbitt, L. M., & Dabholkar, P. A. (2001). Integrating attitudinal theories
to understand and predict use of technology-based self-service: the internet as
an illustration. International Journal of Service Industry Management, 12(5),
423-450.
Borges, A., Chebat, J.-C., & Babin, B. J. (2010). Does a companion always
enhance the shopping experience? Journal of Retailing and Consumer Services,
17(4), 294-299.
Burke, R. R. (2002). Technology and the customer interface: what
consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, 30(4), 411-432.
Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching
costs: A typology, antecedents, and consequences. Journal of the Academy of
Marketing Science, 31(2), 109-126.
Chang, C. (2011). Feeling ambivalent about going green. Journal of
advertising, 40(4), 19-32.
Chang, H. H., Wong, K. H., & Li, S. Y. (2017). Applying push-pull-
mooring to investigate channel switching behaviors: M-shopping self-efficacy
and switching costs as moderators. Electronic Commerce Research and
Applications, 24, 50-67.
Chang, M. K., Cheung, W., & Lai, V. S. (2005). Literature derived
reference models for the adoption of online shopping. Information &
Management, 42(4), 543-559.
Chatterjee, P. (2010). Multiple-channel and cross-channel shopping
behavior: role of consumer shopping orientations. Marketing Intelligence &
Planning, 28(1), 9-24.
Chen, P.-Y., & Hitt, L. M. (2002). Measuring switching costs and the
determinants of customer retention in Internet-enabled businesses: A study of
the online brokerage industry. Information systems research, 13(3), 255-274.
Chiu, H.-C., Hsieh, Y.-C., Roan, J., Tseng, K.-J., & Hsieh, J.-K. (2011).
The challenge for multichannel services: Cross-channel free-riding behavior.
Electronic Commerce Research and Applications, 10(2), 268-277.
Chocarro, R., Cortiñas, M., & Villanueva, M.-L. (2013). Situational
variables in online versus offline channel choice. Electronic Commerce
Research and Applications, 12(5), 347-361.
Chou, S.-Y., Shen, G. C., Chiu, H.-C., & Chou, Y.-T. (2016). Multichannel
service providers' strategy: Understanding customers' switching and free-riding
behavior. Journal of Business Research, 69(6), 2226-2232.
Cliquet, G., Picot-Coupey, K., Huré, E., & Gahinet, M.-C. (2014).
Shopping with a smartphone: a French-Japanese perspective. Marketing: ZFP–
Journal of Research and Management, 36(2), 96-106.
Compeau, D. R., & Higgins, C. A. (1995). Computer self-efficacy:
Development of a measure and initial test. MIS quarterly, 189-211.
comScore. (2007). Yahoo! and comScore study finds online consumers
who pre-shop on the web spend more in-store. Retrieved from
https://www.comscore.com/Insights/Press-Releases/2007/07/Yahoo%21-and-
comScore-Online-Consumer-Study?cs_edgescape_cc=US
Cox, D. F., & Rich, S. U. (1964). Perceived risk and consumer decision-making: The case of telephone shopping. Journal of marketing research, 32-39.
Crespo, A. H., del Bosque, I. R., & de los Salmones Sanchez, M. G. (2009).
The influence of perceived risk on Internet shopping behavior: a
multidimensional perspective. Journal of Risk Research, 12(2), 259-277.
Cunningham, M. S. (1967). The major dimensions of perceived risk. Risk
taking and information handling in consumer behavior.
Das, G., & Varshneya, G. (2017). Consumer emotions: Determinants and
outcomes in a shopping mall. Journal of Retailing and Consumer Services, 38,
177-185.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user
acceptance of information technology. MIS quarterly, 319-340.
DeVellis, R. F. (2016). Scale development: Theory and applications (Vol.
26): Sage publications.
Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store
atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283-294.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior:
An introduction to theory and research.
FocusTaiwan. (2017). Taiwan leads Greater China in mobile shopping
growth: survey. Retrieved from
http://focustaiwan.tw/news/aeco/201703270014.aspx
Fornell, C. (1992). A national customer satisfaction barometer: The
Swedish experience. The Journal of Marketing, 6-21.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with
unobservable variables and measurement error: Algebra and statistics. Journal
of marketing research, 382-388.
Frasquet, M., Mollá, A., & Ruiz, E. (2015). Identifying patterns in channel
usage across the search, purchase and post-sales stages of shopping. Electronic
Commerce Research and Applications, 14(6), 654-665.
Fu, J.-R. (2011). Understanding career commitment of IT professionals:
Perspectives of push–pull–mooring framework and investment model.
International Journal of Information Management, 31(3), 279-293.
Gao, L., Waechter, K. A., & Bai, X. (2015). Understanding consumers’
continuance intention towards mobile purchase: A theoretical framework and
empirical study–A case of China. Computers in Human Behavior, 53, 249-262.
Garretson, J. A., & Clow, K. E. (1999). The influence of coupon face value
on service quality expectations, risk perceptions and purchase intentions in the
dental industry. Journal of Services Marketing, 13(1), 59-72.
Gefen, D., & Straub, D. W. (2003). Managing user trust in B2C e-services. E-service Journal, 2(2), 7-24.
Geyskens, I., Gielens, K., & Dekimpe, M. G. (2002). The market valuation
of internet channel additions. Journal of marketing, 66(2), 102-119.
Gillett, P. L. (1976). In-home shoppers. An overview. The Journal of
Marketing, 81-88.
Grewal, D., Gotlieb, J., & Marmorstein, H. (1994). The moderating effects
of message framing and source credibility on the price-perceived risk
relationship. Journal of consumer research, 21(1), 145-153.
Groß, M. (2016). Impediments to mobile shopping continued usage
intention: A trust-risk-relationship. Journal of Retailing and Consumer Services,
33, 109-119.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L.
(1998). Multivariate data analysis (Vol. 5): Prentice hall Upper Saddle River,
NJ.
Holmes, A., Byrne, A., & Rowley, J. (2013). Mobile shopping behaviour:
insights into attitudes, shopping process involvement and location.
International Journal of Retail & Distribution Management, 42(1), 25-39.
Hou, A. C., Chern, C.-C., Chen, H.-G., & Chen, Y.-C. (2011). ‘Migrating
to a new virtual world’: Exploring MMORPG switching through human
migration theory. Computers in Human Behavior, 27(5), 1892-1903.
Huang, G.-H., Korfiatis, N., & Chang, C.-T. (2018). Mobile shopping cart
abandonment: The roles of conflicts, ambivalence, and hesitation. Journal of
Business Research, 85, 165-174.
Huang, L., Lu, X., & Ba, S. (2016). An empirical study of the cross-
channel effects between web and mobile shopping channels. Information &
Management, 53(2), 265-278.
Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. ACR
Special Volumes.
Jiuan Tan, S. (1999). Strategies for reducing consumers’ risk aversion in
Internet shopping. Journal of consumer marketing, 16(2), 163-180.
Jo Black, N., Lockett, A., Ennew, C., Winklhofer, H., & McKechnie, S.
(2002). Modelling consumer choice of distribution channels: an illustration
from financial services. International Journal of Bank Marketing, 20(4), 161-
173.
Jonas, K., Broemer, P., & Diehl, M. (2000). Attitudinal ambivalence.
European review of social psychology, 11(1), 35-74.
Kaplan, L. B., Szybillo, G. J., & Jacoby, J. (1974). Components of
perceived risk in product purchase: A cross-validation. Journal of applied Psychology, 59(3), 287.
Karaatli, G., Ma, J., & Suntornpithug, N. (2010). INVESTIGATING
MOBILE SERVICES'IMPACT ON CONSUMER SHOPPING EXPERIENCE
AND CONSUMER DECISION-MAKING. International Journal of Mobile
Marketing, 5(2).
Karahanna, E., Straub, D. W., & Chervany, N. L. (1999). Information
technology adoption across time: a cross-sectional comparison of pre-adoption
and post-adoption beliefs. MIS quarterly, 183-213.
Keaveney, S. M. (1995). Customer switching behavior in service industries:
An exploratory study. The Journal of Marketing, 71-82.
Khalifa, M., & Ning Shen, K. (2008). Explaining the adoption of
transactional B2C mobile commerce. Journal of enterprise information
management, 21(2), 110-124.
Konus, U., Verhoef, P. C., & Neslin, S. A. (2008). Multichannel shopper
segments and their covariates. Journal of Retailing, 84(4), 398-413.
Kumar, V., & Venkatesan, R. (2005). Who are the multichannel shoppers
and how do they perform?: Correlates of multichannel shopping behavior.
Journal of Interactive Marketing, 19(2), 44-62.
Lai, J.-Y., & Wang, J. (2015). Switching attitudes of Taiwanese middle-
aged and elderly patients toward cloud healthcare services: An exploratory
study. Technological Forecasting and Social Change, 92, 155-167.
Lazonder, A. W., Biemans, H. J., & Wopereis, I. G. (2000). Differences
between novice and experienced users in searching information on the World
Wide Web. Journal of the Association for Information Science and Technology,
51(6), 576-581.
Lee, E. S. (1966). A theory of migration. Demography, 3(1), 47-57.
Lee, M.-C. (2009). Factors influencing the adoption of internet banking:
An integration of TAM and TPB with perceived risk and perceived benefit.
Electronic Commerce Research and Applications, 8(3), 130-141.
Lewis, G. J. (1982). Human migration: a geographical perspective.
Li, Y., Liu, H., Yang, F., Lim, E. T., Goh, J. M., & Lee, M. K. (2017).
Customer's reaction to cross-channel integration in omnichannel retailing: The
mediating roles of retailer uncertainty, identity attractiveness, and switching
costs. Decision Support Systems.
Longino Jr, C. F. (1992). The forest and the trees: micro-level
considerations in the study of geographic mobility in old age. In elderly
migration and population redistribution, 23-34.
Lu, Y., Cao, Y., Wang, B., & Yang, S. (2011). A study on factors that affect users’ behavioral intention to transfer usage from the offline to the online
channel. Computers in Human Behavior, 27(1), 355-364.
Luo, X. (2005). How does shopping with others influence impulsive
purchasing? Journal of Consumer psychology, 15(4), 288-294.
Maignan, I., & Lukas, B. A. (1997). The nature and social uses of the
Internet: A qualitative investigation. Journal of Consumer Affairs, 31(2), 346-
371.
Mas-Colell, A., Whinston, M. D., & Green, J. R. (1995). Microeconomic
theory (Vol. 1): Oxford university press New York.
Milliman, R. E. (1982). Using background music to affect the behavior of
supermarket shoppers. The Journal of Marketing, 86-91.
Mohan, G., Sivakumaran, B., & Sharma, P. (2012). Store environment's
impact on variety seeking behavior. Journal of Retailing and Consumer
Services, 19(4), 419-428.
Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of store
environment on impulse buying behavior. European Journal of Marketing,
47(10), 1711-1732.
Montoya-Weiss, M. M., Voss, G. B., & Grewal, D. (2003). Determinants
of online channel use and overall satisfaction with a relational, multichannel
service provider. Journal of the Academy of Marketing Science, 31(4), 448-458.
Moon, B. (1995). Paradigms in migration research: exploring'moorings' as
a schema. Progress in Human Geography, 19(4), 504-524.
Moorthy, S., Ratchford, B. T., & Talukdar, D. (1997). Consumer
information search revisited: Theory and empirical analysis. Journal of
consumer research, 23(4), 263-277.
Murchison, C. (1935). A handbook of social psychology.
Murray, K. B. (1991). A test of services marketing theory: consumer
information acquisition activities. The Journal of Marketing, 10-25.
Nicholson, M., Clarke, I., & Blakemore, M. (2002). 'One brand, three ways
to shop': situational variables and multichannel consumer behaviour. The
International Review of Retail, Distribution and Consumer Research, 12(2),
131-148.
Nunnally, J. (1978). Psychometric methods: New York: McGraw-Hill.
Okazaki, S., & Mendez, F. (2013). Perceived ubiquity in mobile services.
Journal of Interactive Marketing, 27(2), 98-111.
Osgood, S., & Suci, G. J. (1988). Tannenbaum (1957). The measurement
of meaning.
Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2016). What keeps the mobile hotel booking users loyal? Investigating the roles of self-efficacy,
compatibility, perceived ease of use, and perceived convenience. International
Journal of Information Management, 36(6), 1350-1359.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce:
Integrating trust and risk with the technology acceptance model. International
journal of electronic commerce, 7(3), 101-134.
Peter, J. P., & Tarpey Sr, L. X. (1975). A comparative analysis of three
consumer decision strategies. Journal of consumer research, 2(1), 29-37.
PracticalEcommerce. ( 2016). Ecommerce in Taiwan: Thriving Market,
Huge Mobile. Retrieved from
https://www.practicalecommerce.com/Ecommerce-in-Taiwan-Thriving-
Market-Huge-Mobile
Priester, J. R., & Petty, R. E. (2001). Extending the bases of subjective
attitudinal ambivalence: Interpersonal and intrapersonal antecedents of
evaluative tension. Journal of personality and social psychology, 80(1), 19.
Rasch, S., & Lintner, A. (2001). The Multichannel Consumer–The Need
to Integrate Online and Offline Channels in Europe. The Boston Consulting
Group, Boston, USA [available via: http://www. bcg.
com/publications/files/MultichannelConsumer sum-mary. pdf].
Ravenstein, E. G. (1885). The laws of migration (Vol. 48).
Rong-Da Liang, A., Lee, C.-L., & Tung, W. (2014). The role of sunk costs
in online consumer decision-making. Electronic Commerce Research and
Applications, 13(1), 56-68.
Roselius, T. (1971). Consumer rankings of risk reduction methods. The
Journal of Marketing, 56-61.
Schumacker, R. E., & Lomax, R. G. (2012). A beginner's guide to
structural equation modeling: Routledge.
Shankar, V. (2005). Building on the momentum in interactive marketing.
Journal of Interactive Marketing, 19(4), 2-3.
Sirgy, M. J., Grewal, D., & Mangleburg, T. (2000). Retail environment,
self-congruity, and retail patronage: An integrative model and a research agenda.
Journal of Business Research, 49(2), 127-138.
Sommer, R., Wynes, M., & Brinkley, G. (1992). Social facilitation effects
in shopping behavior. Environment and Behavior, 24(3), 285-297.
Stone, R. N., & Grønhaug, K. (1993). Perceived risk: Further
considerations for the marketing discipline. European Journal of Marketing,
27(3), 39-50.
Terblanche, N. S. (2018). Revisiting the supermarket in-store customer shopping experience. Journal of Retailing and Consumer Services, 40, 48-59.
Ullman, J. B., & Bentler, P. M. (2012). Structural equation modeling.
Handbook of Psychology, Second Edition, 2.
Van Baal, S., & Dach, C. (2005). Free riding and customer retention across
retailers’ channels. Journal of Interactive Marketing, 19(2), 75-85.
Venkatesan, R., Kumar, V., & Ravishanker, N. (2007). Multichannel
shopping: causes and consequences. Journal of marketing, 71(2), 114-132.
Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom,
control, and fun. California Management Review, 43(2), 34-55.
Yang, S., Chen, Y., & Wei, J. (2015). Understanding consumers' web-
mobile shopping extension behavior: A trust transfer perspective. Journal of
computer information systems, 55(2), 78-87.
Yu, U.-J., Niehm, L. S., & Russell, D. W. (2011). Exploring perceived
channel price, quality, and value as antecedents of channel choice and usage in
multichannel shopping. Journal of Marketing Channels, 18(2), 79-102.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal
of consumer research, 12(3), 341-352.
Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of
advertising, 15(2), 4-34.
尼爾森. (2015). 超過半數的台灣消費者願意網路購買日常生活食用
品. Retrieved from
http://www.nielsen.com/tw/zh/insights/reports/2015/taiwan-consumer-online-
grocery-shopping.html
尼爾森. (2017). 2017 年台灣網購消費者透過行動裝置購物首度超越
電腦. Retrieved from http://www.nielsen.com/tw/zh/press-
room/2017/taiwan-mobile-shopping-overpassed-shopping-via-pc.html
周子敬. (2006). 結構方程模式 (SEM): 精通 LISREL: 全華科技圖書
股份有限公司.
張偉豪, & 統計學. (2011). SEM 論文寫作不求人: 三星統計發行.
顏理謙. (2017a). 新零售崛起！實體店的科技逆襲. Retrieved from
https://www.bnext.com.tw/article/44213/new-retail-is-coming
顏理謙. (2017b). 瞄準新零售，小米線下布局走得更廣. Retrieved
from https://www.bnext.com.tw/article/44215/new-retail-xiaomi