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系統識別號 U0026-0102201521455600
論文名稱(中文) 新零售戰場:展架排列位置和店內QR條碼科技的影響
論文名稱(英文) New Retail Battlefield: The Effects of Display Location and In-Store QR Code Technology
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 103
學期 1
出版年 104
研究生(中文) 黃俊榮
研究生(英文) Chun-Jung Huang
學號 RA7991089
學位類別 碩士
語文別 英文
論文頁數 99頁
口試委員 指導教授-高如妃
口試委員-吳萬益
口試委員-王鈿
中文關鍵字 展架位置  零售  QR條碼訊息  相同類別  互補類別  侵蝕  綜效 
英文關鍵字 Display location  Retailing  QR code message  Same category  Complementary category  Cannibalization  Synergy 
學科別分類
中文摘要 此研究進行實驗性設計來探討零售店內展架位置(實體環境因素,例:相同類別和互補類別位置,虛擬因素:QR條碼內容:文化訊息和產品資訊訊息),藉由虛擬和真實結合,找出購買意圖。此研究發現產品在相同類別展架陳列時,核心品牌搭配QR條碼科技可引起更高購買意圖和侵蝕競爭品牌的銷售量,不論此核心品牌是強勢或弱勢品牌。產品在互補展架陳列時,核心品牌搭配QR條碼之文化訊息內容可以比產品訊息引發更高的購買意圖。
品牌溝通策略強調和消費者生活風格的連結為關鍵因素之一,以利於台灣家用品製造商建立全球競爭優勢,由設計代工(ODM)轉型為原創品牌設計。此外,台灣家用品廠商也可在全球市場達成銷售目標和提升品牌識別度。對零售商來說,零售商可用小額成本,藉由更了解展架排列、更了解相同類別和互補類別的展架位置影響來提升整體銷售額。
英文摘要 This research conducted one experimental design to investigate the effects of real-virtual combination of in-store display location (physical environment factor), i.e. same category versus complementary category location, and QR code content (virtual environment factor), i.e. cultural message versus product information message, on purchase intention in retail environment. This study finds that at same category display location, a focal brand supplemented with QR code technology can trigger more purchase intension and cannibalize the competing brand’s sales volume no matter the focal brand is a weak or a dominant brand. At complementary category display location, a focal brand supplemented with cultural event message through QR code technology has higher purchase intension than supplemented with product information message.
Brand communication strategy emphasizes the connection with consumers’ cultural lifestyle is a critical factor to build global competitive advantage for Taiwanese houseware manufacturers who seek to transform themselves from original design manufacturers (ODM) to original brand designers. Also, Taiwanese houseware manufacturers can try to achieve sales targets and escalate brand recognition in the global market. For retailers, they can know better display arrangement, location influences at same category and complementary category before boosting sales turnover at small costs.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES V
LIST OF FIGURES VI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Objectives and the Scope of the Study. 6
CHAPTER TWO LITERATURE REVIEW 7
2.1 Experience Marketing. 7
2.2 Shelf Brand Location in the Store: Same Category vs. Complementary Category. 8
2.2.1 Same Category. 8
2.2.2 Complementary Category. 9
2.3 Cannibalization Effect. 11
2.4 Synergy Effect. 13
2.5 Hypothesis Development. 15
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 18
3.1 Experimental Design. 18
3.2 Manipulations. 18
3.2.1 Display Location Manipulation. 18
3.2.2 QR Code Message Manipulation. 19
3.2.3 QR Code Message Content Manipulation. 20
3.3 Data Sources and Study Period. 21
3.4 Pretest. 22
Table 3-1 Study 1 Sample Size 23
3.5 Data Collection. 23
CHAPTER FOUR RESEARCH ANALYSIS AND RESULTS 25
4.1 Analysis 1. 25
4.2 Analysis 2. 26
4.3 Analysis 3. 27
4.4 Analysis 4. 28
4.5 Analysis 5. 30
4.6 Analysis 6. 32
4.7 Analysis 7. 32
4.8 Analysis 8. 34
4.9 Analysis 9. 36
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 41
5.1 Research Conclusion. 41
5.2 Research Contributions. 43
5.3 Managerial Implications. 44
5. 4 Research Limitations and Suggestions. 45
REFERENCES 47
APPENDICES 54
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