超商目前面臨所謂的新零售所帶來的衝擊與日益競爭的經營環境，之前的研究對
於虛實整合的應用仍有不足，本研究為了探討新零售商業模式，採用商業模式的九大
元素基礎，並使用調查訪談法探討新零售的商業模式，並希望業者、未來研究者可以
藉由我們的研究成果來做為市場擴展及商業運營模式的參考。
研究結果發現新零售主要在收集消費者的消費訊息，消費者數位化傾向，並可預
測消費者的消費趨勢與消費週期，作為供應商生產與產品開發的依據，另運用科技可
節省結帳等候時間，增加便利性，達到多、快、好、省的新零售。另信用與道德是無
人商店的一大考驗，在支付方面（種類過多）及進店會員註冊程式（複雜）也影響消
費者的進店購買意願。
經由訊息收集透過智慧科技的運算讓消費者快速便利的完成消費，重購人-貨-場
的新零售。所以對於想導入新零售的業者而言，可以依此研究結果作為行銷規劃與滿
足客群需求的參考。

Convenience store are facing the impact of the so-called new retail and the increasingly
competitive business environment. Previous research has still been insufficient in the
application of virtual-real integration. In order to explore the new retail business model, the
author adopts nine elements of the theoretical basis of the business model and uses the
method of survey and interview to explore consumers'acceptance of new retail to provide a
new retail business model. It is hoped that the results of our research can be used as a
reference for market expansion and business operation mode.
After analysis, the results show that new retail mainly collects consumer information,
digitizes consumers, predicts consumer consumption trends and consumption cycles, serves
as the basis for supplier production and product development, and uses technology to save
waiting time for checkout, increase convenience and achieve more, faster, better and less
new retail. In addition, credit and morality are a big test of unattended stores. In terms of
payment (too many kinds) and registration procedures (complex) of entry members are also
influencing consumers'willingness to buy in stores.
So through information collection and intelligent technology operation, consumers can
quickly and conveniently complete their consumption and reconstruct the new retail of
people-goods-market. Therefore, for those who want to introduce new retail products, the
results can be used as a reference for marketing planning and meeting the needs of customers.

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網路參考來源
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https://www-01.ibm.com/common/ssi/cgi-bin/ssialias?htmlfid=REO12345USEN
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https://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consumerbusiness/deloitte-uk-consumer-review-march-2016.pdf
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https://www.ftc.gov.tw/internet/main/doc/docDetail.aspx?uid=126&docid=15589
8. 商業模式九宮格原理圖
https://www.youtube.com/watch?v=eUwGePieHCg
9. 資策會焦點報導
https://goo.gl/g38BZX
10. 數位時代
https://www.bnext.com.tw/search/tag/%E9%9B%B6%E5%94%AE%E6%A5%AD