New Retail Battlefield: The Effects of Display Location and In-Store QR Code Technology

  • 黃 俊榮

Student thesis: Master's Thesis


This research conducted one experimental design to investigate the effects of real-virtual combination of in-store display location (physical environment factor) i e same category versus complementary category location and QR code content (virtual environment factor) i e cultural message versus product information message on purchase intention in retail environment This study finds that at same category display location a focal brand supplemented with QR code technology can trigger more purchase intension and cannibalize the competing brand’s sales volume no matter the focal brand is a weak or a dominant brand At complementary category display location a focal brand supplemented with cultural event message through QR code technology has higher purchase intension than supplemented with product information message Brand communication strategy emphasizes the connection with consumers’ cultural lifestyle is a critical factor to build global competitive advantage for Taiwanese houseware manufacturers who seek to transform themselves from original design manufacturers (ODM) to original brand designers Also Taiwanese houseware manufacturers can try to achieve sales targets and escalate brand recognition in the global market For retailers they can know better display arrangement location influences at same category and complementary category before boosting sales turnover at small costs
Date of Award2015 Feb 4
Original languageEnglish
SupervisorJu-Faye Kao (Supervisor)

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