| 摘要 | 第6-8页 |
| Abstract | 第8页 |
| Introduction | 第9-12页 |
| Chapter 1:The New Retail Dynamic | 第12-23页 |
| 1.1 Introducing the Digital Transformation | 第12-16页 |
| 1.2 Growth of Mobile Subscriptions and Data Consumption | 第16-18页 |
| 1.3 The New Consumer:Connected,Technology-savvy,Knowledgeable | 第18-20页 |
| 1.4 Consequences and challenges for physical retailers | 第20-21页 |
| 1.5 The importance of the physical store in the fashion industry | 第21-23页 |
| Chapter 2:The Importance of Customer Experience | 第23-32页 |
| 2.1 The Creation of a Superior Customer Experience | 第23-25页 |
| 2.2 Different Managerial Approaches to Experience:an overview on the principal literature | 第25-26页 |
| 2.3 The importance of "Experience" in the purchasing process:the "Shopping E×perience" | 第26-28页 |
| 2.4 From Re-enchantment of Consumption to the Re-enchantment of Retailing | 第28-29页 |
| 2.5 Customer experience and in-store technologies:an overview of the current literature | 第29-32页 |
| Chapter 3:Interactive In-Store Technologies | 第32-39页 |
| 3.1 Introducing the different types of interactive technologies | 第32-39页 |
| 3.1.1 Radio Frequency Identification(RFID) | 第33-34页 |
| 3.1.2 Digital Signage | 第34-35页 |
| 3.1.3 Augmented Reality | 第35-36页 |
| 3.1.4 Virtual Mirror | 第36-37页 |
| 3.1.5 Interactive Kiosks | 第37-38页 |
| 3.1.6 Interactive Windows | 第38-39页 |
| Chapter 4:The exploitation of interactive in-store technologies in the fashion industry:methodology and results | 第39-58页 |
| 4.1 Research Methodology | 第39-40页 |
| 4.2 Analysis of the results | 第40-58页 |
| 4.2.1 Clustering the analysed sample | 第42-45页 |
| 4.2.2 Radio Frequency Identification(RFID) | 第45-48页 |
| 4.2.3 Digital Signage | 第48-51页 |
| 4.2.4 Virtual Mirror | 第51-53页 |
| 4.2.5 Interactive Kiosks | 第53-56页 |
| 4.2.6 Interactive Windows | 第56-58页 |
| Chapter 5:Consequences of the Adoption of Interactive In-Store technologies forFashion Retailers | 第58-74页 |
| 5.1 Research Methodology | 第59-61页 |
| 5.2 Research Design | 第61-64页 |
| 5.2.1 Qualitative Research Instruments | 第61页 |
| 5.2.2 Interviewees Selection Criteria | 第61-64页 |
| 5.3 Analysis of the Results | 第64-74页 |
| 5.3.1 In-Store Technologies:Opportunity or Threats for fashion companies? | 第65-69页 |
| 5.3.2 Strategies and perspectives on how can retailers build enriching experiencesby leveraging on different in-store technologies | 第69-72页 |
| 5.3.3 Key Success Factors to considerate in order to create enriching experiencesfor customers | 第72-74页 |
| Chapter 6:Conclusions | 第74-78页 |
| 6.1 Findings | 第74-76页 |
| 6.2 Limitations and Future research | 第76-78页 |
| APPENDIX A | 第78-82页 |
| APPENDIX B | 第82-84页 |
| Bibliography | 第84-91页 |
| Website Citations | 第91-92页 |
