The Operation and Planning of Employee-free Shops-Based on Consumer Behavior Theory

• Main Authors: Chen Ching-Hui, 陳晴蕙
• Other Authors: Chin Li-Peng
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/25019678199437188474

碩士 === 實踐大學 === 貿易經營研究所 === 91 === ABSTRACT Keyword：Employee-free Shops, Consumer Behavior Theory, Purchasing Willingness Viewing that the conventional retailing industry is namely composed of outlets like traditional markets, convenience stores, supermarkets, general purchasing stores, and department stores; in addition, the personnel expenses weigh a great deal regarding the overall operation cost, the employee-free shops, a newly-developed retailing outlet featuring “free of employee” will be introduced and in this research. Also, how people see it and how it would possibly be run will be covered as well. Firstly, four major outlets compose most of the conventional retailing market will be named, which are the traditional markets, general purchasing stores, convenience stores, and specialty stores, and will be explained briefly one by one in the later chapters. Following next is the developing history and the present status of the employee-free shops in Japan. The employee-free shops have been in existence in Japan for 6 to 7 years, while not having on its way to birth in Taiwan. Generally, a trend has been inherited that the employee-free shop in Japan is run more like a employee-free convenience store, selling items much similar what are sold in a convenient store. Attributing to its most remarkable feature, employee-free, the traditionally transaction process inside a store is no longer valid in shops like this; steps like displaying, selecting, and exporting items need to be approached differently and being controlled and implemented by automation system and machines. To obtain a more convincing survey, questionnaires are introduced to achieve this goal, which helps us in analyzing and figuring out some points listed below. 1. The consumption behavior under different conventional outlets. 2. To discover consumers’ purchasing willingness towards different items if buying at an employee-free shop. 3. To sort out the “top-sellers” in all conventional retailing outlets, and those likely to be at an employee-free shop. Lastly, to see the likelihood. The research is expected to be of little value in implementation, both on the merchandise structure and the refreshed buying process. Other than questionnaire findings, an evolved buying process under the employee-free environment will be described in the later chapters. Besides, to observe the goods hardly being seen in the Japanese employee-free shops, goods of more weight and measurement will be adopted as selling items in this research to see the likely operation, and what facilities and supporting systems are required in the condition like this as well. Post-purchasing problem solving, such as refund/trade-in or whatever measures the shop might take when defect happens, when wrong items are exported and so forth, is also covered in this research. IKEA Huan-Ya branch in Taiwan will be introduced as the case study to get a better understanding in this part.