發展智慧零售商店之顧客體驗服務行銷策略-模式建構與驗證

Developing Customer Experience Service Marketing Strategy for Smart Retail Stores - Model Construction and Verification

林嘉蕙(Chia-Hui Lin)

指導教授 ： 林心慧

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2019年)

摘要

近年來科技的進步與人們意識的提升，顧客逐漸重視在店內購物產生的感受，並將其作為購買決策的衡量準則。為此零售商透過在店內導入智慧科技，提供顧客新奇且便利的體驗，智慧零售成為現今一種新穎的零售型態。本研究建構了智慧零售創新科技之顧客體驗模式，將體驗前因分為「零售商店服務屬性」和「零售科技屬性」；體驗結果區分為「顧客層面」及「零售層面」，使用SmartPLS3.0統計分析軟體驗證研究假說。研究結果顯示，顧客體驗的感官要素會受到零售店氣氛、促銷、相對優勢、吸引力與娛樂性影響；情感要素會受到商品、零售店氣氛、促銷、互動性與娛樂性所影響；認知要素會受到相對優勢、知覺控制與吸引力所影響；生活型態要素會受到零售店氣氛、相對優勢與知覺控制所影響。體驗結果之增加學習會受到體驗情感、認知與生活型態要素所影響；購物效果會受到體驗感官、情感、認知與生活型態要素所影響；零售店黏性和零售店價值均會受到體驗感官、情感與生活型態要素所影響。此外，個人創新程度會影響商品對於感官要素；促銷對於生活型態要素；相對優勢對於生活型態要素；互動性對於感官要素，以及娛樂性對於生活型態要素。期望本研究結果能提供相關從業者擬定行銷策略之參考。

關鍵字

智慧零售 ； 顧客體驗 ； 智慧科技 ； 零售商店 ； 創新科技

並列摘要

In recent years, the advancement of technology and the improvement of people's awareness, customers gradually pay attention to the feelings of shopping in the store and use it as a measure of purchasing decisions. To this end, retailers have introduced smart technology into the store to provide customers with a new and convenient experience. Smart retail has become a new retail type today. This study constructs the customer experience model of smart retail innovation technology, which divides the experience antecedent into "retail store service attributes" and "retail technology attributes"; the experience results are divided into "customer level" and "retail level", using SmartPLS 3.0 Statistical analysis software verification research hypothesis. The results of this study show that the sensorial component of the customer experience is influenced by the retail atmosphere, promotion, relative advantage, attractiveness, and playfulness; the emotional component is influenced by the merchandise, retail atmosphere, promotion, interactivity, and playfulness; the cognitive component is influenced by relative advantage, perceived control, and attractiveness; lifestyle component is influenced by retail atmosphere, relative advantage, and perceived control. Increased learning of experience results is influenced by experience emotional, cognitive and lifestyle component; shopping effects is influenced by experience sensorial, emotional, cognitive and lifestyle component; stickiness towards retail store and retail store value are influenced by experience sensorial, emotional and lifestyle component. Besides, the level of personal innovation affects the sensorial component of the merchandise; the promotion for the lifestyle component; the relative advantage for the lifestyle component; the interactivity for the sensorial component, and the playfulness for the lifestyle component. It is expected that the results of this study will provide a reference for relevant practitioners to develop marketing strategies.

並列關鍵字

Smart retail ； Customer experience ； Smart technology ； Retail stores ； Innovative technology

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