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| Title: | 以S-O-R模型探討智慧零售科技之顧客價值與消費者購買意向：多視角方法
Using the S-O-R Model to Explore Customer Value and Consumer Purchase Intention of Smart Retailing Technology: A Multiple Perspectives Approach |
| Authors: | 賴玟錡
Lai, Wen-Chi |
| Contributors: | 洪為璽
季延平
Hung, Wei-His
Chi, Yen-Ping
賴玟錡
Lai, Wen-Chi |
| Keywords: | 智慧零售
S-O-R模型
顧客價值
消費者購買意向
多視角
Smart Retailing
S-O-R Model
Customer Value
Consumer Purchase Intentions
Multiple Perspectives |
| Date: | 2025 |
| Issue Date: | 2025-03-03 15:10:13 (UTC+8) |
| Abstract: | 在全球廣大顧客相關採購之資訊量豐盛複雜，且顧客日益傾向理性消費之際；再者，21世紀現階段各國也面臨國際之間嚴峻的經濟戰、貿易戰、科技戰、金融戰與全人類瘟疫威脅情境下，亦使得全球經濟面臨增長速度趨緩的重大壓力，眾多智慧零售企業均戮力以赴尋求獲取、維持或提昇競爭優勢的良策。基於此客觀大環境背景下，消費者購買意向理論研究具有極高的理論價值和實務意義。
本研究以「S (刺激, Stimulus) – O (中介機制, Organism) – R (反應, Response)模型」探討智慧零售產業之消費者行為意向；經文獻回顧探討後發現，目前相對較少學者專家以智慧零售全通路平台的議題作為消費者購買意向的研究；再者，緣於愈來愈多相關智慧零售企業應用大數據、物聯網/人工智能物聯網、電子支付與人工智慧/AR等整合型資訊科技於其企業資訊平台，期盼藉此研究以提供相關企業經營消費者類型之分群掌握，並藉以提昇企業營運績效、競爭優勢等實務性管理應用意涵。
In an era characterized by an abundance of complex information in global consumer purchasing and a growing trend of rational consumption, coupled with the 21st-century challenges of economic wars, trade wars, technological wars, financial wars, and pandemic threats, the global economy faces significant pressures of decelerating growth. Smart Retailing enterprises are striving to secure, sustain, or enhance their competitive advantage. Against this backdrop, research on Consumer Ppurchase Intentions holds immense theoretical significance and practical implications.
This study employs the "Stimulus-Organism-Response (S-O-R) model" to explore Consumer Behavioral Intention in the Smart Retailing Industry. After reviewing the literature, it is found that relatively few scholars and experts have used the topic of Smart Retailing Platform as a research topic for Consumer Purchase Intentions. Furthermore, more and more Smart Retailing enterprises are applying integrated information technologies such as Big Data, IoT/AIoT, e-Payment and AI/AR to their corporate information platforms. The findings aim to provide actionable consumer value insights for relevant businesses to enhance operational performance and competitive advantage. |
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| Description: | 博士
國立政治大學
資訊管理學系
106356510 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106356510 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
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