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系統識別號 U0026-0308202011560000
論文名稱(中文) 探討新零售在台灣的消費者體驗—以UNIQLO為例
論文名稱(英文) Consumer experiences with a new retail strategy in Taiwan: A case study of Uniqlo
校院名稱 成功大學
系所名稱(中) 工業設計學系
系所名稱(英) Department of Industrial Design
學年度 108
學期 2
出版年 109
研究生(中文) 林芷君
研究生(英文) Chih-Chun Lin
學號 P36071197
學位類別 碩士
語文別 英文
論文頁數 77頁
口試委員 指導教授-何俊亨
口試委員-馬敏元
口試委員-陳璽任
口試委員-盧彥年
中文關鍵字 新零售  顧客體驗路徑  策略體驗模組  放聲思考法  口語分析法 
英文關鍵字 New retail  customer experience path  think aloud  protocol analysis 
學科別分類
中文摘要 隨著時代的發展,從早期的單純實體零售時代進展到網路活絡的電子虛擬商店已經成功融入人們的日常生活,零售業者不斷求新求變,近年來提出了新零售的概念:結合線上虛擬商店和線下實體通路,透過運用大數據等先進科技,重新塑造產業結構,並以使用者為中心的服務銷售模式。新零售的概念目前已引進台灣,其營運模式為C2B,意指消費者掌握市場主導權,又因新零售重點在於顧客體驗,體驗的良好與否會影響消費者未來的消費行為,因此本研究想針對新零售用戶體驗做探討,期許得到更符合台灣環境的新零售模式。
而本研究根據新零售提到的原則,挑選日本企業UNIQLO作為研究目標,尋找符合條件之受測者來完成購買任務,過程中使用放聲思考法來蒐集資料,並在受測者完成任務後進行口語分析編碼,歸納顧客體驗路徑和策略體驗模組的關係。研究發現即便通路轉換,顧客的消費習慣並沒有因為通路而改變,如果在線上通路時在體驗路徑進行迴圈的受測者,到了線下通路也是一樣的情形。部分受測者在經歷過線上通路的搜尋及觀看之後,到達線下實體商店就會進入行動階段直接尋找目標物,但並不會直接去結帳而是會再進入訴求階段查看細節,因此可以觀察到部分消費者可能會因為多了線上通路改變他們的顧客體驗路徑。從研究結果中可以發現在訴求階段會被所有的策略體驗模組影響;詢問階段則會被感官、情感及關聯體驗模組影響;行動階段則會被情感、行為和關聯體驗模組影響。
英文摘要 Historically, from the early era of purely physical retail to active online virtual stores, retail has been successfully integrated into daily life. Retailers are constantly seeking innovation and change. In recent years, they have put forward a new retail concept combining online virtual stores with offline physical channels that make use of advanced technologies such as big data to reshape the industrial structure and create a user-centered service sales model. This new retail concept has been introduced in Taiwan. The business model is C2B, which means that consumers have the dominant market power. Since the new retail concept focuses on the customer experience, whether the experience is good or not ultimately affects consumers’ future consumption behavior. Therefore, this study provides a discussion of the new retail user experience in attempt to develop a new retail model that is more in line with the Taiwanese environment. According to the principles mentioned in new retail concept, the Japanese company UNIQLO was chosen as the research target; qualified subjects were found to complete the purchase task, and the think aloud method was used to collect information during the process. After the subjects completed the assigned task, we used a protocol analysis method to analysis the data and summarize the relationship between the customer experience path and the strategic experience module.
The findings indicated that even if the channel is switched, the customer's consumption habits do not change because of the channel. If the subjects loop through the experience path while on the online channel, the situation is the same as when they go to the offline channel. After some subjects have gone through an online channel search and watch, they enter the action stage to directly find the target when they arrive at the offline physical store. However, they do not go directly to checkout but rather enter the appeal stage to check details, where it was observed that some consumers may change their customer experience path due to online channels. The research results showed that all of the strategic experience modules are affected in the appeal stage. The ask stage is affected by the sense, feel, and relate experience modules, and the action stage is affected by the feel, act, and relate experience modules.
論文目次 摘要 ii
SUMMARY iii
ACKNOWLEDGEMENTS iv
TABLE OF CONTENTS v
LIST OF TABLES vii
LIST OF FIGURES viii
CHAPTER 1 INTRODUCTION 1
1.1 Background and Motivation 1
1.2 Research Purpose 3
1.3 Research limit 4
CHAPTER 2 EXPERIMENTAL DESIGN AND METHOD 5
2.1 Planning the Experiment 5
2.1.1 Chooseing a brand 5
2.1.2 Experimental environment settings 6
2.2 Experimental Process and Steps 6
2.3 Analytical method 6
CHAPTER 3 RESULTS AND ANALYSIS 10
3.1 Customer Experience Path 10
3.2 The Interactive Influence Relationship Between the Experience Strategy Module and Customer Experience Path 11
3.2.1 The appeal stage and sense experience 11
3.2.2 The appeal stage and feel experience 12
3.2.3 The appeal stage and think experience 13
3.2.4 The appeal stage and act experience 13
3.2.5 The appeal stage and act experience 14
3.2.6 The ask stage and sense experience 14
3.2.7 The ask stage and feel experience 15
3.2.8 The ask stage and relate experience 16
3.2.9 The act stage and feel experience 16
3.2.10 The act stage and action experience 17
3.2.11 The act stage and relate experience 17
CHAPTER 4 DISCUSSION AND CONCLUSION 18
4.1 Research findings 18
4.2 What can be improved in online and offline channels 21
REFERENCES 23
Appendix A Traditional chinese version 25
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