虛實商務服務整合架構與近端商務效益分析

Abstract

隨著智慧型裝置與社群興起，帶動行動商務、社群商務與近端商務等商務模式改變，更衍生出虛實及實虛整合的新興議題，帶動各種不同有創意的商務與服務模式，但對應業者是否能即時因應，以及消費者習慣是否改變，則為本研究主要探討之議題。 本研究虛實整合商務研究架構，透過關鍵O2O服務情境，以顧客旅程分析推導出新型態O2O服務模型與整合SOA服務概念之系統架構，並以近端商務為實驗範疇，透過行動購物牆為一實施案例，於實體場域擺放數位互動看板，吸引路過的消費者透過行動裝置互動產生消費行為，導引至附近實體店家完成消費，進行近端商務效益分析研究，藉此探討影響使用者的關鍵因素分析。 由於虛實商務是近年來興起的服務，且過程中需要有應用程式、行動裝置、數位看板與社群媒體等軟硬體科技操作流程涉入，因此本研究認為就使用者端影響人們採用O2O服務的決定，會同時受到態度、主觀規範及行為控制的影響，經實驗分析主要因子為主觀規範，也就是媒體宣傳與社群朋友間的口碑，其次是個人行為控制，包含成本與風險構面，也就是合理的商品價格以及安全的交易機制。 就服務提供端，本研究搭配前測結果，進行一場行動購物牆結合社群行銷之促銷活動實測，提供社群商品貼文分享獎勵，該日活動數位看板累積352人次觀看，App下載率27.5%，商品轉換率6%，優惠券收藏率31%，社群分享率30%，針對商品的交易分析可驗證看板地點到店家距離、價格與折扣的確會影響使用者進行商品交易及優惠卷收藏意願。本研究將可提供相關業者導入O2O商務服務，可參考的服務模型、系統架構與整體行銷策略分析之有效參考。

With the exponential growth of smart handheld devices and social communities, mobile commerce, social commerce and proximity commerce are also created in the last decades. Recently, the newer commerce model is online to offline (O2O) commerce and various kinds of creative service models have been proposed. It becomes a major research topic since retailer and enterprise may not be ready to utilize the new service model and consumer may not be used to this type of service. This thesis applies customer journey analysis of some popular O2O service scenarios, defines an O2O Commerce Service Model, and proposes an O2O Commerce System Framework. According to this framework, this thesis implements a “one-Click Shopping Wall” service to conduct an experiment of the best practice of Proximity Commerce Service. In this case, some offline digital signages are formed to attract nearby users to interact and make some online transaction with their mobile device, and then guiding them to finish the act of consumption in bricks-and-mortar. According to this case study, we conduct the effectiveness analysis experiment to find the key factors of consumer behavior. This research assumes that the factors influencing consumers' adoption of O2O commerce are combinations of with attitude, subjective norm and perceived behavior control. This study prioritizes adoption factors including perceived risk, cost, perceived usefulness, and perceived ease of use. In particular, subject norm plays an important role which includes media and words of mouth. The second factor is perceived behavioral control which service provider should provide reasonable price and secured transaction. The research also applied one day promotion where users have to purchase and share product on their Facebook Wall with one-Click shopping mall app. The experimental results includes 352 people counts, 27.5% App downloads, 6% product conversion, 31% coupon collection, and 30% social network sharing. This research proposes that 1) the distance between kiosk and store and 2) discount availability are highly correlated to the act of transaction. Thus, it provides a good reference for service providers to conduct attractive promotion to maximize O2O effectiveness. The research result can avoid the costly mistake of designing various mechanism and provide user adoption analysis and digital marketing strategy via online/offline in adopting this kind of innovation service.