The Study on the Enabler of Omni-Channel Retailing from Consumer Perspective
Date Issued
2016
Date
2016
Author(s)
Lu, Nien-Tsu
Abstract
With the prevelance of smart phones and mobile network as well as the technological improvement of both mobile payment and big-data analysis, it is the so-called “Omni-Channel Retailing” era. In different purchasing phases, consumers prefer to combine multiple on-line or off-line channels to finish their buying. In this case, retailers have a need to offer shopping experience in consistence among different channels. This study tends to probe retailing services that can satisfy the attributes of consumers’ demand. First, we analyze consumers’ purchasing process and their behavioral changes in correspond to technological improvement, referring to the evidence shown in the industrial reports and market surveys. Under Omni-Channels context, we sort out attributes which consumers value the most. Secondly, these attributes and their causal factors are adopted to establish a two-dimensional analysis framework, and then we apply this framework to analyze the performance of case companys. Results of this study are as below: (1) Attributs of consumer’s demand can be classified into 8 items: “Consistency”, “Customization”, “Information Avalibility”, “Pick-up”, “Product Avalibility”, “Enjoyable Shopping Experience”, and “After-Sales Service Avalibility”.(2) “Flow of Information” and “Customer Services” are key factors to the consistency of shopping experience. I hope the research could be the guideline for those who dedicated to the omni-channel retail business.
Subjects
Omni-Channel Retailing
Customer Experience
Purchase Decision Making
Type
thesis