智慧零售科技創新意識對知覺價值及知覺行為控制影響購買意圖之研究

Abstract

自2017年AliResearch發表「新零售研究報告」起，線上對應線下實體商店O2O（Online To Offline）便成為許多零售業之數位轉型攻略，新零售以消費者體驗為中心，透過網際網路及實體場域，使數據驅動應用與商業邏輯深度結合。隨著資通訊科技的進步，智慧零售加深新零售的廣度，以消費者的需求與體驗出發，跨越線上及線下，並善用社交工具精準行銷，利用新技術無縫接軌全通路場景，透過消費歷程的數據分析，預測消費趨勢，實現消費者個人化需求滿足。 從企業面向觀察，智慧零售是由營運模式、商業價值、消費體驗、組織文化、供應鏈管理等各面向的數位轉型過程，將商品管理、物流管理、支付機制、售後服務、庫存管理、銷售通路無縫整合並優化配置。未來隨著科技應用更加快速地融入各式跨域場景，智慧零售應是未來零售業的發展趨勢，了解消費者對於智慧零售之購買意圖，將可作為智慧零售規劃之參考。 傳統研究認為消費者滿意度是影響消費者購買意圖的重要因素，但近來愈來愈多的學者主張知覺價值才能驅動消費者之購買意圖及品牌忠誠度。對於以科技創新應用與互動體驗為主軸的智慧零售而言，合併探討消費者有關科技創新特質及知覺價值應具有其研究價值。 本研究目的在探討影響消費者對於智慧零售購買意圖之相關因素，建構以科技創新意識為自變項，知覺價值及知覺行為控制為中介變項，購買意圖為依變項，以普羅大眾為研究樣本進行問卷調查。經研究結果顯示，科技創新意識對於知覺價值及知覺行為控制呈現顯著正向影響，知覺價值與知覺行為控制亦對於購買意圖呈現顯著正向影響，經過驗證亦顯示各變項之間存有影響力，且知覺價值與知覺行為控制具有顯著間接效果，最後將研究分析結果提供於智慧零售未來規劃之參考與建議。Since the “Research Report of New Retail” was published by AliResearch in 2017, O2O (Online-to-Offline) has become the digital transformation strategy of many retail industries. Centered on consumer experience, new retail deeply integrates data-driven applications with business logic through the Internet and physical fields. With progress of information and communication technology, smart retail has expanded the scope of new retail, and spanned online and offline based on consumer demand and experience. It makes a better use of social tools for precision marketing, seamlessly integrates into the omni-channel scenario by new technologies, and forecasts the consumption trend through the data analysis of the consumption process to meet the individual demands of consumers. From the perspective of enterprises, smart retail is a digital transformation process of operation mode, business value, consumption experience, organizational culture and supply chain management, and is to seamlessly integrate commodity management, logistics management, payment mechanism, after-sales service, inventory management and distribution channels for optimal configuration. In the future, with faster integration of technology applications into various cross-field scenarios, smart retail should be the development trend of the future retail industry, and consumers’ intentions to purchase smart retail can be used as a reference for smart retail planning. As for smart retail focusing on applications and interactive experience of technological innovation, it is of great research value to discuss the technological innovation characteristics and consumers’ perceived value. The purpose of this study was to explore the factors affecting consumers’ intentions to purchase smart retail by a questionnaire survey, with technological innovativeness as the independent variable, the perceived value and perceived behavioral control as the intermediate variables, the intention to purchase as the dependent variable and the general public as the study sample. The study results showed that technological innovativeness is positively associated with perceived value and perceived behavioral control, and perceived value and perceived behavioral control are positively associated with intention to purchase. The results also showed that all variables affect each other, and the perceived value and perceived behavior control have significantly indirect effects. Finally, the analysis results of this study were provided as references and suggestions for future smart retail planning.