The Analysis of Consumer’s Service Experience and Habit on Fresh Groceries Platform

• Main Authors: Hang-fan Cheng, 鄭涵方
• Other Authors: Chien-Hsiung Chen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/98440867741942017478

碩士 === 國立臺灣科技大學 === 設計研究所 === 104 === In Taiwan, the consumer environment is very convenient, especially in the purchase of fresh groceries. However, fresh groceries are special products, because they are not easy to preserve and difficult to transport. Moreover, it exists different standard of product quality. To consumers, they may have immediately needs, but the price in general concepts should be inexpensive. In the market, fresh groceries often have non-competitive price. In addition, there are 24 hours store near home, so consumer can always buy the fresh groceries any time. Since 2014 in Taiwan many kind of fresh groceries electronic business platform are available, but rare of them can have long-term business or have benefits within the expected time even they have overcome the preservation and transport issues. The purpose of the research is to study consumer’s purchasing behavior and characteristics of daily life, to provide appropriate design direction to fresh groceries electricity providers, and to renovate the design to the platform, so that might help the business go into consumers' home successfully. After that, the target consumers will be willing to cultivate their habit on shopping fresh groceries online, and to continue the purchasing behavior. To the electricity supplier of fresh groceries, they may found proper choice in many kind of platforms patterns. With effective design, they can also have the opportunity to continue their business. The research has cooperation with "Netmart" and "IamKaki" and use qualitative research method to interview with them to help understand the current business situation, the business problems, and the situation encountered by consumers. It is trying to understand the key behaviors which trigger the consumer decision to purchse fresh groceries on the platform, and find out potential problems and key point of why they continue the purchasing behavior. The research process can also help identify common characteristics, external trigger points, and behavior patterns to establish the target consumer groups. Then the author re-examined the function and operation of existing platforms processes and usage scenarios, and adopt customer journey map to help identify the direction suggested by this stage which can be used for future design improvements. Through the analysis and establishment of customer journey map, the author found the following points that might affect consumers’ willingness to purchse on the platform, as well as green vegetables for life ideas: (1) The attitudes to "fresh groceries" and the company's social philosophy may affect consumer’s purchase intention; (2) Bad usability and interaction on the platform will not give comsumer the sense of trust may let them abandon the purchase intension; (3) The consumer would be willing to give up the idea they had insist before and accept to change their habits if they had experienced great convenience and high-quality reward after experience the purchase process; (4) Dispite of providing basic needs, if we help consumer to solve their daily problems and satisfy their psychological needs, it will increase the chance to establish a habit, and result in continuous purchasing behavior; (5) Even thought consumer knows purchasing online is convient, but they still give up easily if they encounter inconvenience during the purchase process; (6) If the platform is designed to have poor human interaction and sharing behavior, it can be hard to build and maintain trust and retention. Then the consumer may think this is just one of online shopping platform, and cannot be the role of Helper of Life.