隨著網際網路及智慧型行動裝置的普及化，結合虛擬與實體的線上到線下（Online To Offline，O2O）甚或是線下到線上（Offline To Online，O2O）的互動行銷快速興起，成為當今最夯消費趨勢。在這項研究中，我們的動機是調查跨境電子商務B2C平台作為市場的零售工具，揭示消費者對這種營銷工具的行為意圖。本研究之目的為探討消費者在B2C電子商務零售下，購買產品和服務的內在動機，讓企業能瞭解在B2C電子商務零售環境下影響消費者行為的多種因素，為企業制定行銷策略。為符合研究情境，以劇場理論為理論架構，研究範圍為「B2C跨境電商平台」零售業的消費者作為問卷發放的範疇。對曾經在B2C跨境電商平台零售業通路的消費者採用立意抽樣法，共回收有效問卷407份。為瞭解在B2C跨境電商平台下，獎賞權及專家權對消費者知覺價值及購買行為意向的感受有無差異，因此本研究採情境模擬方式，讓受測者模擬其中一種情境並回想過去類似消費經驗，再填寫問卷，將消費者分成兩組受不同權力影響的樣本。結果顯示，獎賞權可以對消費者知覺價值及購買行為意向產生正向顯著影響；而專家權對消費者知覺價值有負向影響，但知覺價值對購買行為意向沒有顯著影響。

In the service delivery process, it is the ultimate goal of the service provider to properly plan the service contact elements and create a valuable experience for the customers in their itinerary design. With the growing popularity of the Internet and smart mobile devices, technology applications such as Mobile Cloud, social media, and Big Data analytics are maturing; along with the combination of the rapid emergence of virtual and physical online to offline (Online To Offline, O2O) or even offline to online (O2O) interactive marketing, these technology applications have become the most popular consumer trend today. In this study, our motivation is to investigate the cross-border e-commerce B2C platform as a retail tool on the market, attempting to reveal consumer behavioral intentions for this marketing tool. In order to meet the condition of this study, we have employed the consumers of B2C cross-border e-commerce platform retail industry as the scope of our questionnaire distribution, using Theater Theory as the theoretical framework. With the increasing advancement of information circulation and sales channels, 407 copies of valid questionnaires were collected for consumers who had had experiences in B2C cross-border e-commerce platform retail channels. To understand whether there is any difference between the reward power and the expert power in the perception of consumer perception and purchase behavior in the B2C cross-border e-commerce platform retail, this study thus uses a situational simulation method to allow the subject to simulate similar past purchase experiences before filling out the questionnaire; we then divide these target consumers into two distinct groups of samples affected by different powers. The research results show that the reward power can have a positive and significant impact on the consumer's perceived value and the purchase behavior intention; while the expert power has a negative impact on the consumer's perceived value, the perceived value has no significant influence on the purchase behavior intention.