新零售時代，智能裝置、互聯網技術為消費者帶來多樣的體驗，全通路零售被認為 是將無數接觸點和通路完全融合，實現最佳的品牌客戶體驗。科技的注入持續創新產業 商業模式，然而快速的變動也讓零售營運的價值鏈發生轉變，包括:品牌、生產、物流、 客服服務。當企業積極投入資源期望提升服務的價值的同時，在多樣的服務模式中，究 竟何種形式能夠有效的將服務的價值傳達給消費者?又企業可以如何切合消費者需求， 設計、管理、整合跨通路的功能，引起本研究的關注。若能夠以消費者的視角，探究消 費者觀點下的主題發展，及影響消費者消費價值的要素，將能夠協助企業在有限的資源 下，制定適切的營運策略。
為了從消費者的視角探索消費價值，本研究自美國前 16 大社群論壇 Reddit 蒐集自 2020 年至 2022 年間 5568 篇社群上與科技技術、零售購物、體驗相關的貼文及評論，以 文字探勘為基礎，分析社群論壇中的關於消費者討論的零售議題，藉以了解消費者是以 何種觀點關注這些零售議題?更進一步以迴歸分析，觀察消費者在文章中對於價值的展 現，以量化模型分析在零售環境中，存在哪些因素影響消費價值的的展現?
本研究透過共現網絡分析發現論壇中與零售相關的 4 個主要發展議題:科技技術 整合、後勤服務與混合零售、消費者動機與感知、科技產品特性，並從網絡的結構特徵， 探究主題發展樣態。在量化迴歸分析中，自科技、企業、消費者三構面皆發現影響消費 者價值展現的因素, 其中包含平台購物、線上品牌、消費者行為面向(消費者情境因素、 動機、收入)。這些因素在零售環境中，扮演重要角色，能夠有效傳達並驅動消費者消費 價值。同時亦發現在通路互動與整合及虛擬科技干擾變數涉入程度的高低差異下，影響 消費價值的因素也隨情境的不同而產生差異。高涉入程度的貼文重視技術的功能性，而 低涉入程度貼文則更關注於消費者自身條件。企業透過科技技術升級體驗時，亦仍須以 消費者自身動機為出發點，強化價值傳遞，採用雙軌並行的方式，喚起消費者對消費價 值的認同。

In the new retail era, smart devices and the internet bring consumers a variety of experiences. The infusion of technology continues to build innovative business model in retail industry, but the rapid changes also influence the value chains of retail operations, including branding, production, logistics, and customer service. Companies invest resources actively for enhancing the value of services, however, there still leaves lots of room to explore how certain designs, in terms of new technology, business operation can effectively deliver values to consumers? And how personal factors is important in value perception?
In order to explore the perceived value from consumer’s view, we collected posts and comments related to retail in the community from the top 16 forums in the United States in Reddit. Covering the time from 2020 to 2022, we totally have 5,568 records. By applying text mining, we analyze the main themes existing in online forums. Furthermore, we use regression analysis for observing the critical factors on consumers' value feedback.
This study has some findings after text analysis and empirical tests. First, we identify four major retail themes in the forum: Technology Integration, Logistics and Hybrid Retailing, Consumer Motivation and Perception, and Technological Product Characteristics. Secondly, the regression analysis model shows that consumer value expression is influenced by the technological factor (platform design), business (online branding) and consumer personal factors (consumer contextual factors, motivation, and income). We also found out that the factors influencing consumer value vary in different post context, e.g., the level of involvement of channel interaction and integration and virtual technology interference. High-involvement posts focus on the functionality of the technology, while low-involvement posts focus more on the consumer's own conditions. We suggest the companies should formulate appropriate promotion plans according to different product attributes for rational and emotional consumers to evoke consumers' recognition of consumer value.

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