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| Title: | 電商平台的全通路策略對顧客購物體驗之影響 －以蝦皮店到店為例
The Impact of the Omni-Channel Strategy of the E-commerce Platform on the Customer Shopping Experience: The Case of Shopee Express |
| Authors: | 王敏淮
Wang, Min-Huai |
| Contributors: | 白佩玉
王敏淮
Wang, Min-Huai |
| Keywords: | 全通路
線上購物到店取貨
顧客體驗
虛實整合
電子商務
Omnichannel
Buy-Online & Pickup In-Store (BOPS)
Customer experience
O2O channel integration
E-commerce |
| Date: | 2022 |
| Issue Date: | 2022-09-02 15:47:54 (UTC+8) |
| Abstract: | 隨著行動裝置使用越來越普及，電子商務的發展越來越成熟，再加上2019年疫情的爆發，民眾對於網路購物的依賴程度提升，不同電商平台之間的競爭趨近白熱化，不管是大型活動或價格優惠的頻率皆逐漸提升，各家業者試圖與競爭對手形成差異化，推出許多不同的行銷活動，例如：遊戲化行銷、會員分級制度、直播行銷等。另外有業者在線下通路進行佈局，以蝦皮為例，在2021年8月成為台灣首間經營實體通路的電商平台，實踐虛實整合，在短短五個月內，已拓展近220間以上的門市，期待能給予客戶更便利的體驗環境，藉以增加用戶數與在平台上的使用次數，進而建立顧客忠誠，提升品牌印象。本論文以「新加坡商蝦皮娛樂電商有限公司-台灣分公司」的線下通路「蝦皮店到店」使用者作為研究對象，並進一步深入探討以下的研究問題：
1. 探討消費者嘗試蝦皮店到店的動機與意願。
2. 了解現有消費者使用蝦皮店到店的滿意程度與建議，以及潛在消費者尚未使用蝦皮店到店的原因。
3. 探討蝦皮店到店的建立，對消費者整體購物體驗的影響。
4. 了解蝦皮店到店現有服務提供對相似零售通路的影響，例如：便利商店。
本論文以深度訪談的方式，從275份問卷中選出9位具代表性的受訪者進行訪談，經分析與整理，得到以下結論：（1）促使消費者願意使用新服務的主要誘因是價格上的優惠，其次才會考量到距離上的便利性。（2）取貨門市的門市貨物量、店內人員與路線規劃等因素差異，將對顧客滿意度有所影響，且蝦皮店到店整體規劃與蝦皮已建立的品牌印象有差距。（3）蝦皮店到店確實能有效提升取貨流程的順暢度，消費者對蝦皮店到店未來提供的服務與體驗的更多期待。（4）進入便利商店和進入蝦皮店到店的預期心理與場景有所差異，便利商店可同時滿足購買商品與取貨，而蝦皮店到店僅有取貨的目的，並不會進店購買商品，因此對相似零售通路(例如：便利商店)並無任何影響與取代性。
根據研究分析結果，本論文提出企業若要進行通路的新增與佈局，可以參考的做法與建議。當企業從線上發展至線下服務或是由線上轉向線下服務時，應該在新增的通路延續傳承已建立的品牌印象給消費者，降低購物體驗的落差感，進而影響到服務評價與品牌形象。當發展新通路時，應該要妥善把關所有的服務流程，並對服務人員有充足的訓練，才能有效提升顧客體驗。另外，新通路的建立將有機會拓展新客群，吸引潛在的消費者進店購物，應藉由這個機會給消費者建立良好的第一印象。最後，企業應該妥善運用線上與線下的通路優勢，將不同通路之間的行銷活動完整串聯，不僅可以提升顧客使用頻率，也可以增加顧客忠誠度，創造良好的購物體驗，讓全通路能發揮最大的價值。
With the increasing popularity of mobile devices, the more mature development of e-commerce , and the outbreak of the epidemic in 2019, the public`s dependence on online shopping has increased. The competition between different e-commerce platforms is becoming more intense. The frequency of price concessions has gradually increased, and various operators launched many different marketing activities to differentiate from competitors, such as gamification marketing, membership grading system, live broadcast marketing, etc. In addition, some operators are deploying offline channels. Taking Shopee Express(SPX) as an example, it will become the first e-commerce platform in Taiwan to operate physical channels in August 2021. It has practiced virtual and real integration. In just five months, it has expanded to nearly 220 stores. Stores are looking forward to providing customers with a more convenient experience environment, thereby increasing the number of users and the number of times they use the platform, to build customer loyalty and enhancing brand impressions. This paper takes the users of the offline channel SPX of "Singapore Shopee Entertainment E-Commerce Co., Ltd.-Taiwan Branch" as the research object, and further explores the following research questions:
1. Discuss the motivation and willingness of consumers to try SPX.
2. Understand the satisfaction and suggestions of existing consumers of SPX and the reasons why potential consumers have not yet used the SPX service.
3. Discuss the impact of SPX on the overall shopping experience of consumers.
4. Understand the impact of SPX`s service on similar retail channels, such as convenience stores.
This paper conducts interviews with 9 representative respondents. After analysis and sorting, the following conclusions are obtained: (1) The main incentive for consumers to use new services is price concessions, followed by the convenience of distance will be taken into consideration. (2) The quantity of stores, in-store workers, and route planning will have an impact on customer satisfaction, and there is a gap between the SPX in-store image and the brand image of Shopee. (3) SPX can indeed effectively improve the smoothness of the pick-up process, and consumers have more expectations for the services offering in the future. (4) The expected psychology and scenarios of entering a convenience store and entering a SPX are different. Convenience stores can meet the requirements of purchasing and picking up goods at the same time, while SPX are only to pick up good. Therefore, there is no impact or substitution on similar retail channels (eg convenience stores).
According to the research and analysis results, this paper gives suggestions if enterprises want to add and distribute channels. When companies service from online to offline or from online to offline, they should continue to inherit the established brand image to consumers in new channels, reduce the sense of gap, in order to maintain the service evaluation and branding image. When developing new channels, it is necessary to properly check all service processes and have sufficient training for workers to effectively improve customer experience. In addition, the establishment of new channels will have the opportunity to expand new customer groups and attract potential consumers. This opportunity should be used to build a good first impression on consumers. Finally, enterprises should properly use the advantages of online and offline channels to complete the series of marketing activities between different channels, which can not only increase the frequency of use by customers, but also increase customer loyalty, create a good shopping experience, and allow all channels to play the greatest value on a role. |
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三、 網路文獻
1. MIC產業情報研究所，【網購消費者調查】52.9%消費者購物頻率虛實各半 實體零售網購崛起（2020.04.14）
（取自：https://mic.iii.org.tw/news.aspx?id=597)
2. 中華民國經濟部統計處，批發、零售與餐飲業營業額統計 （2021.10.25）（取自：https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=8&html=1&menu_id=6727&bull_id=9445）
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7. 網路溫度計，蝦皮店到店來襲！10大網友熱議話題一次看（2021.11.21）（取自：https://dailyview.tw/Daily/2021/11/21?page=2）
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9. 政府資料開放平台，全國5大超商資料集（2020.01.02）（取自：https://data.gov.tw/dataset/32086） |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363016 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363016 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201495 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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