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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃俊堯(Chun-Yao Huang) | |
dc.contributor.author | Wei-Chia Shaw | en |
dc.contributor.author | 蕭維嘉 | zh_TW |
dc.date.accessioned | 2021-06-16T02:25:52Z | - |
dc.date.available | 2025-08-04 | |
dc.date.copyright | 2020-08-21 | |
dc.date.issued | 2020 | |
dc.date.submitted | 2020-08-04 | |
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/53573 | - |
dc.description.abstract | 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。 | zh_TW |
dc.description.abstract | 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. | en |
dc.description.provenance | Made available in DSpace on 2021-06-16T02:25:52Z (GMT). No. of bitstreams: 1 U0001-0408202022535300.pdf: 1863891 bytes, checksum: 784c71886832504cbf259d50d873cf95 (MD5) Previous issue date: 2020 | en |
dc.description.tableofcontents | 中文摘要 ii ABSTRACT iii 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機與目的 2 第三節 研究架構 2 第二章 文獻回顧 4 第一節 全通路零售(Omni Channel Retailing) 4 第二節 RFM模型(RFM Model) 6 第三節 促銷活動(Sales Promotion) 7 第三章 研究方法 11 第一節 敘述統計(Descriptive Statistics) 11 第二節 單因子變異數分析(One-way ANOVA) 11 第三節 資料處理 11 第四章 分析結果 13 第一節 消費者通路占比與分群 13 第二節 近兩年內RFM指標分析 15 第三節 近兩年線上促銷期間RFM指標分析 29 第四節 各群消費者首購通路溯源 39 第五節 小結 41 第五章 結論 44 第一節 研究結論 44 第二節 研究限制與建議 46 參考文獻 47 | |
dc.language.iso | zh-TW | |
dc.title | 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 | zh_TW |
dc.title | Analysis of Customer’s Channels Selection and Buying Behavior Pattern in OMO Situation─the Case of Brand A | en |
dc.type | Thesis | |
dc.date.schoolyear | 108-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳彥君(Yen-Chun Chen),許嘉霖(Chia-Lin Hsu) | |
dc.subject.keyword | 全通路零售,RFM模型,促銷,敘述統計,單因子ANOVA, | zh_TW |
dc.subject.keyword | Omni-Channel Retailing,RFM Model,Sales Promotion,Narrative Statistics,One-way ANOVA, | en |
dc.relation.page | 50 | |
dc.identifier.doi | 10.6342/NTU202002423 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2020-08-05 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
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