Research of the Impact of Retailer’s App and In-store Display on the Shopper Behaviors
Date Issued
2014
Date
2014
Author(s)
Kuan, Yu-Cing
Abstract
Retails in Taiwan is a significant industy which contributed to 20% of GDP. In Taiwan, retailers tend to follow the policy of "opening new stores" or "low price" to attract consumers. In 2007, GMA and Deloitte introduced "Shopper Marketing", which aims at creating a pleasant shopping environment to attract more purchasing. This new-forming shopper marketing has become a new trend for the future development of retailers since then. Among many set-ups (or devices) introduced, Apps appear to be among the most appealing groups.
Based on the concept of shopper marketing, this research applied Mehrabian-Russell Model to investigate the impacts of Apps and in-store display on shopper behavior in shopper marketing. Pxmart chain was chosen as the research field as it stands as the biggest supermarket in Taiwan. Two of its Apps were adopted in this study. These Apps provide updated produce information, useful household tips, authentic meal menu, and the coupon for online viewing and download. Survey research was adopted by sending out questionnaire to those who had shopped at Pxmart store. From the returned 116 samples (111 valid samples), the results show that Apps indeed have positive impact on shopper’s motivation, cognition and attitude. In addition; in-store display plays a role of arousal and dominance upon shoppers. The alignment of Apps and in-store display is crucial in enhancing the positive shopper’s motivation, cognition, and attitude.
Although the results reveal the Apps could be a useful marketing tool for retailer, the current application of Apps however should be further improved for better usage.
Keyword: Shopper marketing, Mehrabian-Russell Model, App, In-store displaying, shopper behavior
Subjects
購物者行銷
莫拉比安羅素模型
App
賣場環境
購物行為
Type
thesis
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