本論文探討價格、折扣與賣家聲譽如何影響台灣消費者在購買服飾時於線上與實體通路之間的選擇，特別是其是否會由實體店面轉向線上購買。儘管台灣電子商務市場持續成長，線上零售在整體服飾銷售中所占比例仍相對較低。了解影響此類通路轉換的因素，對線上賣家與實體零售商皆具有重要參考價值，也有助於補充目前相關實證研究仍相對有限之市場的研究成果。
本研究採用 2 × 2 × 4 因子設計之情境實驗，操弄賣家聲譽（高／低）、基礎價格（新臺幣700元與1,500元）以及折扣幅度（0%、10%、25%、50%）。共有 121 位受試者各自評估四個情境，共產生 484 筆通路選擇觀察值。研究資料以混合效果羅吉斯迴歸模型進行分析，並納入受試者隨機截距。
研究結果可歸納為三點。第一，折扣為影響通路選擇最重要的整體因素：即使是小幅折扣，也會使消費者選擇線上通路的勝算約增加六倍，且此效果隨折扣幅度提高至 25% 時達到最高，在 50% 折扣時則略為減弱。第二，賣家聲譽為影響力最大的單一預測因子；高聲譽賣家的商品資訊會使消費者選擇線上通路的勝算約增加八倍。第三，相較於商品資訊所傳遞的訊號，個別消費者特質（如基礎信任與風險趨避）對通路選擇的影響相對較弱。其中一個可能的解釋是，台灣的消費者保護制度降低了消費者進行線上購買時所面臨的潛在風險，因此使個人風險相關傾向對通路選擇的影響較不明顯。
本論文的主要貢獻，在於為台灣服飾市場中商品資訊訊號的作用提供量化證據。研究結果顯示，在消費者保護制度較完善的市場中，日常服飾的通路選擇可能主要受到商品資訊所傳遞的訊號影響，而個人特質傾向的影響則相對較小。

This thesis examines how price, discounts, and seller reputation influence consumers' choice between online and physical-store channels for clothing purchases in Taiwan, specifically their decision to switch from a physical store to an online listing. Although Taiwan's e-commerce market is growing, online retail still accounts for a relatively small share of clothing sales. Understanding what drives this channel shift is relevant for both online sellers and brick-and-mortar retailers and adds empirical evidence from a market that has received limited academic attention.
This study uses a 2 × 2 × 4 factorial vignette experiment that varies seller reputation (high/low), base price (700 NTD vs. 1,500 NTD), and discount level (0%, 10%, 25%, 50%). A total of 121 respondents evaluated four vignettes each, yielding 484 channel-choice obser-vations. The data were analyzed using mixed-effects logistic regression with random inter-cepts for respondents.
The findings can be summarized in three main points. First, discount is the strongest overall driv-er of channel choice: even a modest discount increases the odds of switching to the online option by roughly six times, with the effect strengthening up to 25% and slightly weakening at 50%. Sec-ond, seller reputation has the largest single-predictor effect, with high-reputation listings increas-ing the odds of online choice by approximately 8 times. Third, individual consumer traits, such as baseline trust and risk aversion, play a smaller role than listing-level signals. One plausible expla-nation is that Taiwan's consumer protection reduces the downside risk of online purchases for all consumers, weakening the role of individual risk-related dispositions in channel choice.

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