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| 研究生： |
沈新覺 Shen Hsin Chueh |
|---|---|
| 論文名稱： |
實體通路的逆襲! 電子貨架標籤與服務創新之關係 The Counterattack of Physical Channel! The Relationship between Electronic Shelf Labels and Service Innovation |
| 指導教授： |
曾盛恕
Tsang, Seng-Su 張譯尹 Chang, Y. Y. |
| 口試委員: |
曾盛恕
Tsang, Seng-Su 張譯尹 Chang, Y. Y. 邱敬仁 Chiu, C.R. |
| 學位類別： |
碩士 Master |
| 系所名稱： |
管理學院 - 企業管理系 Department of Business Administration |
| 論文出版年： | 2018 |
| 畢業學年度： | 106 |
| 語文別： | 中文 |
| 論文頁數： | 54 |
| 中文關鍵詞： | 電子貨架標籤 、大數據 、全通路 、線上與線下連結 |
| 外文關鍵詞： | Electronic shelf labels, O2O, Big Data, Omni-channel |
| 相關次數： | 點閱：237 下載：1 |
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電子貨架標籤 (Electronic Shelf Labels, ESL) 挾其電子化與連網的優勢，將傳統紙本標籤無法與消費者互動，無法及時反應單價，不環保，發生人工錯誤的狀況改變，進而透過它蒐集消費者資訊，成為大數據 (Big Data)分析的一部分，在不久的未來有極有可能成為達成全通路 (Omni-channel) 的其中一塊重要的拼圖！
通路業者正嘗試著透過線上與線下連結(Online to Offline)的商業模式打造出新的營運方式，實體與虛擬通路不再只有相互競爭，還有互補，合作的功能。本研究將以消費者為出發點嘗試了解使用電子貨架標籤在線上與線下整合所扮演之角色以及消費者對其可能所提供之服務接受度為探討方向，探討與了解哪些因素會影響消費者對電子貨架標籤的使用意願。
調查結果顯示，消費者使用電子貨架標籤服務的接受度與使用意願頗高，外部變數之影響亦為顯著。藉由此次研究之驗證，可為消費者對電子貨架標籤於實體通路賣場之使用意願提出值得參考之方向，進而提供實體通路經營者導入電子貨架標籤時的參考依據。
Electronic shelf labels (Electronic Shelf Labels, ESL) The advantages of electronic and networking connection, the traditional paper labels can’t interact with consumers, can’t respond to the unit price in a timely manner, do not protect the environment, change the status of artificial errors, and then through it to collect consumer information, as part of big data analysis, is likely to become an important piece of the Omni-channel puzzle in the near future!
Channel operators are trying to create new modes of operation through the online to offline business model. Entity and virtual channels no longer compete with each other, but also have complementary and cooperative functions. This study will use consumers as a starting point to try to understand the role of online and offline integration using electronic shelf labels and the consumer's acceptance of the services it may provide. Explore and understand what factors will influence the consumer The willingness to use electronic shelf labels.
The survey results show that consumers' acceptance and willingness to use electronic shelf label services are high, and the external variables effective is also significant. Through the verification of this study, it is possible to provide a reference for consumers to accept electronic shelf label service in the physical access market, and then provide a reference for the entity access operator to import the electronic shelf label.
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