本研究採用區位分析（niche analysis)來比較網路、型錄、與商 店在溝通、通路、與便利效益上之優劣。從而探討這三種行銷管道 彼此之間的競爭與互補關係。經由分層抽樣法，研究者從資策會提 供的名單選取樣本，寄發電子郵件邀其參與線上調查，以此方式降 低一般網路調查中受訪者自我選擇的偏誤。透過兩年的線上調查，本研究分別蒐集909位（第一年）和1348位（第二年）網路族為受訪者，其中有273位是屬於panel受訪者，連續被訪問兩次。從區位分析結果，研究者發現：三者之間彼此雖有互補與競爭，但尚無一個管道因競爭激烈而被完全淘汰出局，亦無任何一個管道處於絕對領先地位。網路是頗具潛力的明日之星，未來若能改善通路效益方面的缺失，將可大行其道。商店購物與網路購物經驗相似性較低，自有其存活空間；型錄購物確有可能面臨來自網路最嚴酷的競爭。比較兩年的調查資料發現：在過去一年中網路行銷雖然發展快速，但是和零售店與型錄之間的競爭態勢並無明顯改變。

This study examines channel utilities of the Web in comparison with catalogs and retail stores from the perspective of niche theory. It identified and measured three channel utilities (communication, distribution, and convenience) with a set of 14 questions. Scales of channel utilities were assessed using confirmatory factor analysis and then analyzed to compare the niche breadth, niche overlap, and niche superiority of these channels. In a collaborative effort with well-known ISP companies on Taiwan, information was collected and analyzed through on-line surveys with 909 (the first year) and 1348 (the second year) internet users. Findings of the study indicate the Web is superior to catalogs and retail stores on the communication and convenience utilities but inferior to retail stores on the distribution utility Competitive displacement, instead of competitive exclusion, may take place among the three channels in the near future. Nevertheless, no significant changes were observed with regard to the relative strengths of the three marketing channels through analyzing the two-year survey data. Implications for marketing and advertising were also discussed.