A study on the Supermarket Catalog Design and Consumer Response in the Digital Era
碩士 === 元智大學 === 資訊管理學系 === 104 === Catalogs have been very popular in Taiwan for years. As the growing economy and increasing national income, the market value of catalog in Taiwan could up to 4 to 5 billions per year. Recently, with the rapid development of e-commerce and the internet, a differen...
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ndltd-TW-104YZU053960402017-09-03T04:25:29Z http://ndltd.ncl.edu.tw/handle/36401980483033351745 A study on the Supermarket Catalog Design and Consumer Response in the Digital Era 數位時代大賣場型錄設計與消費者反應之研究 Yu-Syuan Yang 楊于萱 碩士 元智大學 資訊管理學系 104 Catalogs have been very popular in Taiwan for years. As the growing economy and increasing national income, the market value of catalog in Taiwan could up to 4 to 5 billions per year. Recently, with the rapid development of e-commerce and the internet, a different type of catalog, EDM (Email Direct Marketing) has risen. But still, the traditional way with paper got its own advantages to make it irreplaceable, such as preservability, readability and easy-carrying. This study aimed to find the key factors which were related to the browsing willingness of traditional catalogs. According to literature review, we constructed the questionnaire with dimensions includes “browsing willingness of catalog”, “reading habits of catalogs”, “content preferences of catalogs” and “promotional preferences of catalogs”. Data collecting method was on-line survey. As the result of the survey, we identified the preferences for traditional catalogs for different customer’ backgrounds. The study found that female consumers got much higher willingness to use the catalog shopping than males, and for the lifestyle survey, most of the consumers were the “fashion” type. Fiually, We recommend catalog supplier should develop a personalized catalog based on our survey results. So that could lower the cost and optimize the marketing value for the supplier. Bing-Jyun Wang Chin-Tzong Pang 王秉鈞 龐金宗 2016 學位論文 ; thesis 49 zh-TW |
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碩士 === 元智大學 === 資訊管理學系 === 104 === Catalogs have been very popular in Taiwan for years. As the growing economy and increasing national income, the market value of catalog in Taiwan could up to 4 to 5 billions per year. Recently, with the rapid development of e-commerce and the internet, a different type of catalog, EDM (Email Direct Marketing) has risen. But still, the traditional way with paper got its own advantages to make it irreplaceable, such as preservability, readability and easy-carrying.
This study aimed to find the key factors which were related to the browsing willingness of traditional catalogs. According to literature review, we constructed the questionnaire with dimensions includes “browsing willingness of catalog”, “reading habits of catalogs”, “content preferences of catalogs” and “promotional preferences of catalogs”. Data collecting method was on-line survey. As the result of the survey, we identified the preferences for traditional catalogs for different customer’ backgrounds.
The study found that female consumers got much higher willingness to use the catalog shopping than males, and for the lifestyle survey, most of the consumers were the “fashion” type. Fiually, We recommend catalog supplier should develop a personalized catalog based on our survey results. So that could lower the cost and optimize the marketing value for the supplier.
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author2 |
Bing-Jyun Wang |
author_facet |
Bing-Jyun Wang Yu-Syuan Yang 楊于萱 |
author |
Yu-Syuan Yang 楊于萱 |
spellingShingle |
Yu-Syuan Yang 楊于萱 A study on the Supermarket Catalog Design and Consumer Response in the Digital Era |
author_sort |
Yu-Syuan Yang |
title |
A study on the Supermarket Catalog Design and Consumer Response in the Digital Era |
title_short |
A study on the Supermarket Catalog Design and Consumer Response in the Digital Era |
title_full |
A study on the Supermarket Catalog Design and Consumer Response in the Digital Era |
title_fullStr |
A study on the Supermarket Catalog Design and Consumer Response in the Digital Era |
title_full_unstemmed |
A study on the Supermarket Catalog Design and Consumer Response in the Digital Era |
title_sort |
study on the supermarket catalog design and consumer response in the digital era |
publishDate |
2016 |
url |
http://ndltd.ncl.edu.tw/handle/36401980483033351745 |
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