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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/153097


    Title: 服務體驗設計對購買決策之影響 — 以零售居家產業為例
    The Impact of Service Experience Design on Purchase Decisions — A Case Study of the Retail Home Industry
    Authors: 李欣叡
    Lee, Hsin-Jui
    Contributors: 尚孝純
    李欣叡
    Lee, Hsin-Jui
    Keywords: 服務體驗
    關鍵時刻
    虛實整合
    顧客旅程
    居家零售
    Date: 2024
    Issue Date: 2024-09-04 13:50:03 (UTC+8)
    Abstract: 面對現今大環境的混亂,市場競爭越來越激烈,實體店來客流失,網路環境競爭,消費者需要的已不是單純買賣這層關係,更在乎的是整個購物旅程的感覺。實體零售的逛街體驗是網路購物無可取代的,線上的便利與效率也是消費者需要的,無論是線上或是實體,有效整合虛實通路的資源會是現在零售商具備的條件,而能留住消費者的關鍵在於購物體驗。
    隨著消費者對於購物體驗的重視度不斷提高,企業需要注重如何設計服務體驗,以吸引和留住消費者。尤其居家產業這個與「家」高度連結的領域,消費者會更重視購物時的五感體驗。
    本研究將以MUJI、Home Depot、Wayfair、citiesocial四間居家零售商作為個案研究,研究在虛擬與實體的服務體驗設計如何影響消費者購買決策,希望可以透過此研究幫助企業更好地瞭解消費者需求,提高服務品質和滿意度,從而增加企業的競爭力和獲利能力。
    Reference: 一、 中文文獻:
    派翠克.范德皮爾, 賈斯汀.羅奇茲, 羅蘭.凡能,2022《商業模式轉型:獲利世代2 價值創新的6大途徑》,天下雜誌
    約瑟夫.派恩、詹姆斯.吉爾摩 ,2013,《體驗經濟時代(十週年修訂版):
    人們正在追尋更多意義,更多感受》,經濟新潮社
    奧谷孝司, 岩井琢磨 ,2019,《為什麼亞馬遜要開實體商店?: 3個關鍵架構,掌握全通路時代的下一階段戰略》,時報出版
    關鍵評論,2023,【一圖看懂】台灣「零售與電商全體次產業結構」,實體店與非店面誰的業績好?,取自https://www.thenewslens.com/article/181216,上網日期: 2023年5月15日

    二、 英文文獻:
    Ana Roberta Flores, Jessica Gilliam, Alice Qing Maniev, Mary Anne Thornton, 2020, “Group 2: Digital Marketing Plan- ProDesign by Wayfair” St. Edward's University MKTG 6320
    Citiesocial https://www.citiesocial.com/
    eTail, 2023, How Home Depot is Upgrading Their Customer Experience Strategy
    , https://etaileast.wbresearch.com/blog/home-depot-omnichannel-strategy
    Home Depot https://www.homedepot.com/
    Melissa Rosen, 2022, The Home Furnishing Industry: 2023 Ecommerce Marketing
    Trends and Growth Strategies in Decor, Furniture & Home Goods, https://commonthreadco.com/blogs/coachs-corner/home-furnishings-industry-trends#market
    MUJI 無印良品https://www.muji.com/
    Wayfair https://www.wayfair.com/
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    110932067
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110932067
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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