OMO情境下消費者零售通路選擇與消費行為樣態分析─以品牌A為例

Analysis of Customer’s Channels Selection and Buying Behavior Pattern in OMO Situation─the Case of Brand A

蕭維嘉(Wei-Chia Shaw)

指導教授 ： 黃俊堯

國立臺灣大學/管理學院/商學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202002423

摘要

隨著行動裝置與行動支付的普及逐漸改變消費者行為，而感測器與人工智慧的進步也讓零售業者能實現實體與虛擬通路間的整合，進入「全通路零售」的時代。為了能提供以消費者為中心的無縫購物體驗，零售業者必須觀察消費者在購物歷程中於不同通路的行為輪廓與購物型態。
本研究旨在探討消費者於不同通路購買傾向與消費行為樣態間的關聯。針對零售服裝公司原始訂單資料，依照消費者購買通路占比分群，計算所有訂單與線上促銷期間線上訂單之RFM指標，以及首次購買通路占比，透過敘述統計、單因子變異數分析與多重比較分析進行量化分析，並得到如下結論：
一、消費者於實體通路每次購買之平均消費金額較高，推測主係因門市店員能有效引導購買，以及前往實體門市耗費之時間精力促使消費者之購買型態傾向一次購足。
二、跨通路消費者之RFM指標表現較優，印證對品牌忠誠度較高之消費者，較容易出現跨通路購買行為。
三、雙通路消費者為價格敏感消費者，品牌以價格促銷刺激消費時應注重加深消費者對品牌之情感連結。
四、整體而言，雖目前多數消費者習慣於實體通路購買，但於虛擬通路購買的傾向正逐年提升。

關鍵字

全通路零售 ； RFM模型 ； 促銷 ； 敘述統計 ； 單因子ANOVA

並列摘要

Consumers' behavior is changing with the growing prevalence of mobile devices and mobile payments, while the technological improvement of sensors and artificial intelligence enable retailers to realize the integration between both physical and virtual channels, which led retailers into the era of Omni-Channel. To provide seamless, customer-centric shopping experience, retailers have to observe consumers' behavior profile and buying patterns among different channels in each phase of the customer journey.
This study applies the raw data of a clothes retailer to extract required parts. Dividing customer base into groups of individuals that are similar in purchase channel selection. By descriptive statistics, one-way ANOVA, and multiple comparison, it analyses the relation between consumers' different purchasing channel preference and buying behavior patterns.The conclusions of this study are as follows:
1.The average consumption amount of each purchase by consumers on physical channels is higher than its counterpart on online channels. It is speculated that there are two main reasons. First, the shop assistants can effectively boost sales. Second, the time and energy spent in going to the physical stores make consumers tend to purchase more at once.
2.The RFM indicators of multi-channel consumers are better than single channel ocnsumers, which proves that consumers with high brand loyalty are more prone to multi-channel purchases.
3.Dual-channel consumers are price-sensitive consumers. When brands use price promotions to stimulate consumption, they should pay attention to deepening consumers' emotional connection with the brand.
4.Overall, although most customers are used to purchase through physical channels, the tendency to purchase through virtual channels is gradually increasing.

並列關鍵字

Omni-Channel Retailing ； RFM Model ； Sales Promotion ； Narrative Statistics ； One-way ANOVA

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