量販型賣場採購輔助裝置及服務之可行性研究

The Business Analysis of The Assistant System and Device for The Super Markets

10.6842/NCTU.2011.01062

曹思漢

購物輔助 ； 虛擬購物車 ； 商品掃描 ； Shopping assistant device ； Hyper-market shopping ； Shopping Service

交通大學管理學院管理科學學程學位論文

2011年

碩士

陳曙光

繁體中文

近十年來，台灣地區自從國外引進倉儲式的量販賣場的經營模式，其發展已經由高成長期進入了所謂的成熟期，彼此的競爭非常激烈。然而我們也發現由於經營型態已經趨於穩定，不同的業者服務型態的同質過高，站在企業競爭的角度，如何以提出差異化的服務，來滿足不同族群的消費者，凸顯企業的品牌形象並提高顧客對於量販業者品牌的認同度，進而擴大現有的消費族群，將會成為量販業者在下一個階段值得深思的課題。本研究嘗試提出由賣場提供購物者類似手機大小的手持裝置，可用於掃描查詢商品價格、加入購買清單及試算採購金額，結帳時將該裝置交付給賣場結帳人，即可立即結帳列印發票，所需時間小於30秒以內即可完成。所採購的物品由購物者告之賣場服務人員，於適當的時間送達購物者指定的地點的服務模式，以吸引以大眾運輸工具且不屬於量販業者原先鎖定的自備交通工具的主力客戶群，成為量販業者下一波爭取的重要消費對象。並以此服務模式為基礎採用抽樣問卷進行調查，了解受訪者的意見確認這樣的裝置化的服務，是否具備發展的可行性。經過統計分析方法及卡方檢定，受訪者在年齡、性別、教育程度及所得這幾個層面，都沒有太大的差異且都呈現很高的接受度，由其是使用大眾運輸為交通工具的族群，對於這項服務具有高度認同度的假設足以被証實。因此，在都會區以大眾運輸系統作為主要交通工具的族群作為本量販型賣場採購輔助裝置及服務的目標對象，具有很高的推廣價值，期研究的結果將足以提供量販業者推出這樣服務評估的重要參考依據。

Since the warehouse-style discount store inported to Taiwan in recent years, it’s development have turn into so-called stage of maturity from high growth and become very competitive. It also showed the high homogeneous that services provided by industry.Form the industry's point of view, how to make differentiated services to meet different groups of consumers, highlighting the company's brand image and increase customers for the industry brand recognition, and thus attract new consumer groups, will be the important issue of discount warehouse industry in the next stage. The study proposes to provide a service model concerning a shopping device smilar to the size of the hand-held mobile phone from the store which can be used to scan query commodity prices, adding to purchase list and check out the amount of merchandise bought, the invoics will printed out immediately after turnning back to the counter stuff, the process only take less than 30 seconds. Items purchased by the shoppers will be deliveried at an approprate time to specified locations. The porpose of the service is to attract those people without transport tools who are not the main target groups of the discount store become the major group of customers. Base on the service, the questionnaire was designed to find out is there any availability of the feasibility of the development. After the collation of data and analysis, it showed that the age, sex, education level and income level, these are not much different at high degree of acceptance, and the bypothesis of high degree of recognition of the service by custiomers who does not have their own transport tools was proved to be true and can be used as important reference for the evaluation of the discount industry to deploy this service.

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