以服務設計探討實體店產品陳列設計之研究

A Study on Visual Merchandising for Physical Store Based on Service Design

本研究目的在探討家電實體店面陳列設計，是以服務設計為核心，視覺追蹤系統分析為技術，圍繞與消費者、產品、環境間的關係，即探討如何透過有計畫性的服務滿足消費者之實體店面購物需求，在實體店面所處環境要素探討上，是以分析消費者「生活型態」為手段的。在門市陳列的物理環境上則是藉由空間人因分析，判定不同產品之陳列點，再透過消費者對產品展示偏好調查，為陳列點上產品展示之方式提供參考。從而構建出家電實體店面陳列設計原則，最後用情感化的設計方法，透過陳列設計改造，意圖增強消費者的店內體驗。藉由消費者生活型態與消費行為調查發現，生活型態差異會影響家電實體店銷售之產品種類。使用視覺追蹤系統的方法，再次研究分析之前的場所，發現視覺焦點熱區趨向明確和集中。這也驗證了使用視覺追蹤系統的方法分析對家電實體店面陳列設計具有實際意義。

 

The purpose of this study is to explore the display design of physical home appliance stores. It takes service design as the core, visual hot zone analysis as the technology, and focuses on the relationship between consumers, products, and the environment. That is, it explores how to satisfy consumers through planned services. Regarding the shopping needs of physical stores, the analysis of consumers’ "lifestyle" is used to explore the environmental factors of the store. In terms of the physical environment of store display, spatial human factors analysis is used to determine the display points of different products, and then through consumer product display preference surveys, it provides reference for the way of product display at the display points. Thus, the display design principles of home appliance physical stores are constructed, and finally, emotional design methods are used to enhance consumers’ in-store experience through display design transformation. Through surveys on customer lifestyles and consumption behaviors, it was found that differences in lifestyles will affect the types of products sold in physical home appliance stores. Using the method of hot zone analysis, we re-determined the previously analyzed fields and found that the visual hot zones tend to become clearer and more concentrated. This also verifies that visual hot zone analysis has practical significance for home appliance physical store display design.