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    Title: 快閃店對商圈經營影響之研究
    Other Titles: Assessment of Pop-Up Store Impacts on Commercial District
    Authors: 陳基祥;熊庭妤
    Keywords: 快閃店;商圈;物聯網;線上購物
    Date: 2020-12-03
    Issue Date: 2020-12-08 12:10:39 (UTC+8)
    Publisher: 中原企管評論
    Abstract: 物聯網之興起及消費者行為模式之改變,熱門商圈的許多實體店面業者,開始面臨無法支撐起店面經營成本之挑戰,導致商圈閒置的店面空間增加。電商品牌、線上購物及實體業者面臨該如何重新修正經營模式,成為商圈面臨生存及競爭力重要的議題。然而線上購物的虛擬環境,始終無法完全取代實體店之購物體驗。本研究採快閃店之導入模式,分析消費者之行為及其對實體商圈帶來人流之影響。本研究設計問卷於臺北市南西商圈發放現場問卷及網路問卷,共回收183份現場問卷及135份網路問卷,總計318份。研究結果發現,快閃店可有效吸引消費者且替商圈帶來人潮,利用快閃店帶來人潮及製造話題性,增加消費者對商圈的好感度。綜合研究數據顯示,快閃店之進駐能為商圈帶來正向的影響。本研究提供快閃店之經營模式及提升商圈繁榮發展之建議。
    Relation: 中原企管評論
    Appears in Collections:[Graduate Institute & Department of Business Administration] Journal Article

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