The Effect of Hypermarket APP on the Value of Customer Experience

• Main Authors: LU,TZU-YIN, 盧姿吟
• Other Authors: Shieh, Chih-Hui
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/j49ygg

碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === Under the rapid development of e-commerce trends, resulting in changes in consumer lifestyles, many physical retailers are gradually entering a recession, so they are invested a lot of money to transform the overall shopping environment to improve the convenience shopping environment and the introduction of digital technology. Therefore, the main purpose of this study is to explore the impact of perceived function on customer perceived value through three aspects of "purchasing ability", "customer value" and "repurchase intention". The study have two experiments were conducted to explore the interplay mediation of the interactive screen background, the information benefit to the perception function and the psychological needs to the customer perception value, which is divided into three facets: "purchasing ability", "customer iv value" and "repurchase intention". Impact; and further analysis of the psychological effect of the psychological needs, customer attitudes on the perception function and "purchase of the ability to solve", "customer value" and "repurchase willingness". Experiment 1 verifies that in the case where the interactive screen background is red, the simple perception function has better psychological needs than the multi-perception function, and higher purchase resolution, customer value and repurchase intention; on the interactive screen background. For blue, the simple perception function has less psychological need than the multi-perception function, and lower purchase resolution, customer value and repurchase intention. Moreover, psychological needs will mediate the perception function and the effect of interactive screen background color on the purchase ability, customer value and repurchase intention; psychological needs and customer attitude will mediate the perception function to purchase solution ability, customer value and repurchase intention. The effect of the purchase willingness. The higher the psychological needs and the better the customers attitude will be the ability to purchase solutions, the value of customers and the willingness to repurchase. Experiment 2 found that in the case of high information benefits, the simple perception function has greater psychological needs than the multiple perception functions, and greater purchasing power, customer value and repurchase intention; in the case of low information benefits, simple perception, The function has less psychological need than the multi-perception function, and less purchase ability, customer value and repurchase intention. It is also verified that the psychological demand intermediary perception function and the information interest have an interference effect on the purchasing ability, the customer value and the repurchase intention, and the double mediating effect between the psychological demand and the customer attitude. Finally, this study proposes theoretical and practical implications for future research and application of physical hypermarkets. Keywords: Technology acceptance model, SST, perception function, background color, psychological needs, customer attitude, Customer perception value