Exploring the Impact of Consumer Behavior on Physical Home Appliance Retail Store in the O2O Model

• Main Authors: CHOU HUI-TZU, 周慧姿
• Other Authors: CHOU TIAN-MING
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/7taexy

碩士 === 中國科技大學 === 室內設計系 === 107 === Since the establishment of Datong Company in 1939 , The development of household electric appliance industry had seventy-nine years of history .The method of traditional business has evolved within times,online and offline started to affect the consumptive pattern,and the industry of traditional household electric appliance attracts customers through store display which is the purpose of my research . In the past, customers would go to the retail store nearby, chain store or hypermarket in need of purchasing household electric goods.However, as time went by and the consumptive patterns changed, customers could be attacted through Online to Offline to specific retail stores. When customers were faced to choose between stores, how would they choose? Nowadays commercial display surely has some advantages but the industry of traditional household electric goods gradually disappeared with the hypermarket taking its place in Japan.In contrast , Taiwan’s traditional household appliance industry still exists, and the brands even asked salesmen to open three new household electric appliance retail store every year, represents that the industry has not been replaced by time. Based on the hypothesis verification and analytic results,this study shows the following conclusions : 1.The display of the store will affect customers’ consumptive behavior. 2.The evolution of consumptive patterns formed different types of consumptive behavior , holding different activities combined with O2O for different customers. 3.Online and Offline consumption behavior changes, and always pay attention to how the society changes in order to improve professionalism in the store. 4.The display of traditional household lectric etail store needs to be localized and serviced . 5.Consumptive patterns change in ways , therefore ,the display needs to be changed according to different seasons or holidays , in order to stimulate customers’ desire to purchase .