實體店鋪、品牌官網和行動app作為購買管道之區位分析─以服飾零售業為例;

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Title:	實體店鋪、品牌官網和行動app作為購買管道之區位分析─以服飾零售業為例
Authors:	吳怡瑩;Wu, YI-YING
Contributors:	傳播學系電訊傳播研究所
Keywords:	區位理論;全通路;服飾零售業;通路選擇;競爭;Niche theory;Retail channels;Competition;Apparel Retail Industry
Date:	2017
Issue Date:	2019-07-17 09:47:26 (UTC+8)
Publisher:	傳播學系電訊傳播研究所
Abstract:	服飾零售業與通路管道間的關係是非常緊密的，兩者的互動不只會影響到服飾的宣傳和銷售，甚至會影響到整體服飾零售業的發展。而面臨全通路的時代，行動購物的興起，相較於其他購買服飾管道的市場競爭情形，是值得深思且探究的地方。本研究主要是以區位理論探討實體店鋪、品牌官網與行動app市場做為購買服飾管道之競爭情況，目的在於從消費者資源角度面向切入，了解消費者透過實體店鋪、品牌官網以及行動app去購買服飾所獲得的滿足感，進而去加以檢視三種購買管道的競爭態勢。而另外一個目的，則是要了解業者面臨現今實體和虛擬服飾零售業的激烈競爭，要如何因應並做出適當決策，其通路選擇所需考量的條件和因素為何，再進一步去探討業者延伸另一通路競爭的原因。在研究方法的部分，消費者資源面向採用網路問卷調查法，研究對象為同時具有三種購買服飾管道經驗的消費者，共有效回收369 份。而在服飾零售業則是採用半結構式的深度訪談，訪談對象為該品牌同時具有三種購買服飾管道的業者。根據本研究結果可得知，三種通路皆是專才。其中消費者對於服飾品牌官網的滿意度最高，其次是行動app，而實體店鋪殿後。推測應該是科技創新與網路快速，造成消費者購買習慣的轉變。由於每種通路的特性有所不同，因此衷心建議服飾零售業者倘若要經營多通路管道，必須充分發揮各通路本身優勢，進一步利用各通路優勢將其整合以彌補其缺陷之處。 Multichannel shopping defined as shopping at different retail channels such as stores, the Internet and mobile app empowers apparel consumers to have more flexible shopping options, obtain easier access to product information, and experience a higher quality of customer service. From the perspective of apparel retailers, retailing through more than one channel may create more opportunities for sales and profits, reach more customers, and develop competitive channel strategies to reach different target markets.This study adopted the theory of niche to examine the competition among retail channels of stores, official websites and mobile apps. The purposes of this study are as followed:1. To investigate the satisfactions that apparel consumers gain from different shopping channels.2. To examine the competition among retail channels of stores, official websites and mobile apps.3. To understand how apparel retailers explore retail channels and plan the channel strategiesThe online survey was employed to collect data for analysis. 369 consumers who have had experiences buying fashion clothes thru stores, official websites and mobile apps answered the questionnaire. Semi-structured interviews were also conducted to get in-depth information from the apparel retailers.The results show that official websites of fashion company has the broadest niche and fashion store has the narrowest niche. Omni-channel retailing is becoming an inevitable move for all apparel retailers. This study also provides managerial implications for apparel retail industry to enhance their marketing and strategic management of multichannel retail operations.
Appears in Collections:	[傳播學系電訊傳播研究所] 學位論文

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