全通路零售服務對消費者吸引力之研究

翁瑀謙

doi:10.6342/NTU201703378

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全通路零售服務對消費者吸引力之研究

Research of Attractiveness to Consumers for Omni-Channel Retailing Service

翁瑀謙 , Masters　　Advisor：蔣明晃　　

繁體中文 DOI： 10.6342/NTU201703378

全通路零售；吸引力；零售服務； Omni-Channel Retailing ； Attractiveness ； Retailing Service

Abstract │ Reference (53) │ Altmetrics

Abstract 〈TOP〉

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Recently the rapid development of technology is affecting people’s life around the world. The popularity of mobile network and handheld device have gradually changed consumers’ behavior and have led retailers into the era of Omni-Channel. To increase brand visibility and touch points with consumers, retailers provide diverse services via physical store, online shop or even social media, these multiple channel formats in different purchasing phases, which customers can shop across channels, anywhere and at any time. Furthermore, retailers in Taiwan would like to make shopping and buying more convenient to consumers. Meanwhile, Omni-Channel is soon becoming the dominant retail model.
This study tends to probe retailing services that can attract consumers efficiently in Taiwan. We first analyze shopping journey and consumer behavior changes due to technological improvement. In order to observe what factor of retailing services can impact consumers’ attractiveness, we sort out types of retailing service under Omni-Channel business model. 
The results indicate that four factors “User Friendly”, ”Personalize Information”, “Safety and Trust”, and “Transaction Procedure”, are all having significant positive impact effect on consumers’ attractiveness. Especially, “Delivery”, “Payment” and “Transaction Time” in transaction procedure are the key items which enhance consumers’ attractiveness among others. Therefore, Omni-Channel business in Taiwan who is seeking for creating other value, have to provide variety and holistic services to improve customers’ satisfaction, and complete their shopping experience.

Reference ( 53 ) 〈TOP〉

2. 呂念祖. (2016). 以消費者需求觀點探討全通路零售促成要素之研究. 臺灣大學商學研究所學位論文, 1-73.
連結：
1. Accenture. (2014). Capturing the Potential of Omni-channel Commerce.
連結：
3. Ailawadi, K. L., & Farris, P. W. (2017). Managing Multi-and Omni-Channel Distribution: Metrics and Research Directions. Journal of Retailing, 93(1), 120-135.
連結：
4. Aren, S., Güzel, M., Kabadayı, E., & Alpkan, L. (2013). Factors affecting repurchase intention to shop at the same website. Procedia-Social and Behavioral Sciences, 99, 536-544.
連結：
5. AT Kearney. (2013). Recasting the Retail Store in Todays Omnichannel World.
連結：

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