數位轉型 (Digital transformation) 是一個全球性的熱門話題，對各個產業的所有公司都非常重要 (Zaoui and Souissi, 2020)；COVID-19疫情時代加速了各產業推動數位轉型，企業朝向更數位化及低接觸的發展成為主流。本研究以致力於佈局數位轉型零售業中的百貨龍頭—新光三越百貨公司為探究對象。

研究一根據內容分析探討其數位發展策略，以描繪出與現有數位服務相互對應之 OMO (Online-merge-offline) 模式下顧客旅程地圖。於研究二利用Python抓取全台新光三越於 Google Maps 的顧客線上評論，以及聚焦於App Store和Google Play數位渠道上的顧客評論，透過詞頻分析、情感分析及LDA關鍵詞提取等文字探勘技術找出顧客關注面向。

據研究一、二所得結果，以供需視角綜合釐清百貨品牌在進行數位轉型的發展過程中所產生顧客感知不一致的未滿足缺口，並建議業者應考量顧客關注面向的真實需求，完善基本功能以滿足顧客。

Digital transformation is a worldwide topical issue, of major importance for all companies in all sectors (Zaoui and Souissi, 2020). The era of the COVID-19 pandemic has accelerated the digital transformation of industries, and businesses are moving toward more digital and low-touch development. This research takes Shin Kong Mitsukoshi Department Store, a leading department store in the retail industry, which is committed to digital transformation, as an example.

Study 1 examines its digital development strategy based on content analysis to map out the customer journey under the OMO (Online-merge-offline) model that corresponds to the existing digital services. In Study 2, we used python to scrape online reviews from three different channels, including Google Maps, App Store and Google Play. By collecting data from various platforms, we will be able to identify customer concerns through word frequency analysis, sentiment analysis, and LDA keyword extraction.

According to the results of Study 1 and 2, the unmet gaps arising from the inconsistent customers’ perception in the development process of digital transformation of Shin Kong Mitsukoshi are clarified from the perspective of supply and demand. We suggest that the operator should take the real needs of customers into consideration and improve the basic functions to meet.

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