應用Kano模型探討無人商店之需求

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/48224

Title:	應用Kano模型探討無人商店之需求 Applying the Kano Model in Identifying Key Requirements of Unmanned Shops
Authors:	許俊祈
Contributors:	企業實務管理數位碩士在職專班
Keywords:	狩野模型無人商店關鍵需求 Kano Model Unmanned Shops Key Requirements
Date:	2020
Issue Date:	2020-08-04 14:37:26 (UTC+8)
Abstract:	隨著零售產業的競爭日趨激烈，零售產業巨擘與新興業者，紛紛開啟無人商店營運據點的發展，讓無人商店受到關注。但令人訝異的是，無人商店迄今的成長速度似未如預期，且學界相關研究數量相當有限，間接反應現有業者與研究者對於消費者在無人商店服務的預期落差之訊號。為協助彌平無人商店實務與研究上的缺口，本論文參酌現行無人商店服務要項及營運特性歸納出22個服務品質要素，並採用二維品質模型(Kano Model)，作為本論文分析及研究基礎。而透過313份有效回收樣本的分析發現，可推論現階段的無人商店市場反應較差，無法吸引約有三分之二的受訪者使用。因此，要如何提供適切誘因，先吸引消費者的注意，才是最重要的事。此外，本研究亦發現，僅「商品拿了就走」與「使用刷臉結帳」被視為魅力品質要素，至於多數被文獻提及的重要因素，僅被視為一維品質或無差異品質要素。因此，建議無人商店未來在消費者服務設計或優化上，或可從前述兩要素做為創新服務情境與流程設計起點，找到更具誘因的加值及差異化的切入點，進而轉換成加速使用行為的起點。 With the increasingly fierce competition in the retail industry, the giants and innovative companies in this sector have shaped the development of unmanned stores. However, it is surprising that the growth pace of unmanned stores is far below the market expectation so far; as well, limited number of academic research pays its focus on this issue, thus resulting in a significant gap between the trhoey and the practice. To help bridge the above-mentioned gap, this thesis aims to conduct a survey based on the Kano Model, with 22 elements relevant to service quality and technology rreadiness being covered. Through the analysis on the data receiving from 313 respondants, the following findings can be drawn: (1) about two-thirds of the respondents have no experience on unmanned stores usage; (2) "grab and go" and "checkout with face scanning" are the only two items regarded as attractive quality factors; and (3) as for the other items being addressed by the literature, most of them are categorized as either one-dimensional quality factors or indifferent quality factors. Therefore, it is suggested that in the future, in terms of consumer service design or optimization, the two elements categorized as attractive quality types may be used as the starting point for innovative service and process design.
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