Sistematik Derlemeler ve Meta Analiz
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BIBLIOMETRIC ANALYSIS OF ACADEMIC PUBLICATIONS ON OMNI-CHANNEL

Yıl 2022, Cilt: 4 Sayı: 2, 207 - 221, 04.01.2023
https://doi.org/10.56574/nohusosbil.1215530

Öz

Digitalization, which has an intense effect on many areas of marketing, has affected the retailing field intensively, especially in recent years, due to increasing consumer expectations and competition conditions. This continuous development in retailing is a journey from the creation of different channel alternatives to the integration between these alternative channels. This study focuses on the concept of omni-channel and aims to examine the scientific researches on these alternative channels, which are still developing, with a systematic literature review. The scans made within the scope of the research were obtained from Scopus, an international and very wide-ranging database, and the descriptive statistics and contexts of the articles were tried to be presented. The VOSviewer package program was used to visualize the data obtained through the literature review. A total of 325 articles made in the field of "omni-channel" in the Scopus database were examined according to the journals they were published in, the years of publication, the countries they were published in, and the keywords used extensively. In addition, the articles were evaluated in the context of the subject they were discussed and in terms of their aims.

Kaynakça

  • Ailawadi, K. L., and Farris, P W. (2017). Managing Multi-and Omni-channel Distribution: Metrics and Research Directions. Journal of Retailing, 93(1), 120-135. https://doi.org/10.1016/j.jretai.2016.12.003. Asmare, A., and Zewdie, S. (2022). Omni-channel Retailing Strategy: A Systematic Review. The International Review of Retail, Distribution and Consumer Research, 32(1), 59-79. https://doi.org/10.1080/09593969.2021.2024447.
  • Aydın, H. ve Kazançoğlu, İ. (2017). Çoklu Kanal Stratejisinden Bütüncül Kanal Stratejisine Geçişin Tüketiciler Tarafından Kabulü. Mustafa Kemal Üniversitesi, Sosyal Bilimler Enstitüsü Dergisi, 14(39), 57-77.
  • Beck, N.,and Rygl, D. (2015). Categorization of Multiple Channel Retailing in Multi Cross-, and Omni‐channel Retailing for Retailers and Retailing. Journal of Retailing and Consumer Services, 27, 170–178. https://doi.org/10.1016/j.jretconser.2015.08.001.
  • Bijmolt, T. H. A., Broekhuis, M., De Leeuw, S., Hirche, C., Rooderkerk, R. P., Sousa, R., and Zhu, S. X. (2021). Challenges at the Marketing–Operations Interface in Omni-channel Retail Environments. Journal of Business Research, 122, 864-874. https://doi.org/10.1016/j.jbusres.2019.11.034.
  • Chen, T.Y., Yeh, T.L., Wu, H.L. and Deng, S. (2022), Effect of channel integration quality on consumer responses within omni-channel retailing, Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-04-2021-0270.
  • Do Vale, G., Collin-Lachaud, I., and Lecocq, X. (2022). The New Retail Model: Global Reach Demands Omni-channels. Journal of Business Strategy, 43(6), 339-349. https://doi.org/10.1108/JBS-02-2021-0026.
  • Eriksson, E., Norrman, A.,and Kembro, J. (2019). Contextual Adaptation of Omni-Channel Grocery Retailers’ Online Fulfilment Centres. International Journal of Retail and Distribution Management, 47(12), 1232-1250. https://doi.org/10.1108/IJRDM-08-2018-0182.
  • Foo, Y. J., A-Jalil, E. E. and Mustaffa, W. S. W. (2020). What’s Up Omni? The Relationship Between Omni-channel Supply Chain and Logistics Service Quality in Influencing Online Purchasing Behaviour. International Journal of Supply Chain Management, 9(4), 643-650.
  • Freichel, S. L., Wollenburg, J., & Wörtge, J. K. (2020). The Role of Packaging in Omni-channel Fashion Retail Supply Chains – How Can Packaging Contribute to Logistics Efficiency? Logistics Research, 13(1), 1-20.
  • Hajdas, M., Radomska, J., and Silva, S. C. (2022). The Omni-channel Approach: A Utopia for Companies? Journal of Retailing and Consumer Services, 65, 1-14. https://doi.org/10.1016/j.jretconser.2020.102131.
  • Hamouda, M.(2019). Omni channel Banking Integration Quality and Perceived Value as Drivers of Consumers’ Satisfaction and Loyalty. Journal of Enterprise Information Management, 32(4), 608–625. https://doi.org/10.1108/JEIM-12-2018-0279.
  • Hübner, A., Wollenburg,J., and Holzapfel, A. (2016). Retail Logistics in the Transition From Multi-Channel to Omni-channel. International Journal of Physical Distribution and Logistics Management, 46(6/7), 562–583. https://doi.org/10.1108/IJPDLM-08-2015-0179.
  • Janjevic, M., Merchán, D., and Winkenbach, M. (2021). Designing Multi-Tier, Multi-Service-Level, and Multi-Modal Last-Mile Distribution Networks for Omni-Channel Operations. European Journal of Operational Research, 294(3), 1059-1077. https://doi.org/10.1016/j.ejor.2020.08.043.
  • Jiang, Y., Liu, L., and Lim, A. (2020). Optimal Pricing Decisions for an Omni‐Channel Supply Chain with Retail Service. International Transactions in Operational Research, 27(6), 2927–2948. https://doi.org/10.1111/itor.12784.
  • Jocevski, M., Arvidsson, N.,Miragliotta, G., Ghezzi, A., and Mangiaracina, R. (2020). Transitions Towards Omni-channel Retailing Strategies: A Business Model Perspective. International Journal of Retail and Distribution Management, 47(2), 78–93. https://doi.org/10.1108/IJRDM-08-2018-0176.
  • Jones, A. L., Miller, J. W., Griffis, S. E.,Whipple, J. M., and Voorhees, C. M. (2022). An Examination of the Effects of Omni-channel Service Offerings on Retailer Performance. International Journal of Physical Distribution and Logistics Management, 52(2), 150-169. https://doi.org/10.1108/IJPDLM-06-2020-0175.
  • Kembro, J. H.,and Norrman, A. (2019). Warehouse Configuration in Omni-channel Retailing: A Multiple Case Study. International Journal of Physical Distribution and Logistics Management, 50(5), 509-533. https://doi.org/10.1108/IJPDLM-01-2019-0034.
  • Kim, K., Han, S.-L.,Jang, Y.-Y., and Shin, Y.-C. (2020). The Effects of The Antecedents of “Buy-Online-Pick-Up-In-Store” Service on Consumer’s Bopis Choice Behaviour. Sustainability, 12(23), 9989; https://doi.org/10.3390/su12239989.
  • Li, G., Zhang, T.,and Tayi, G. K. (2020). Inroad Into Omni-channel Retailing: Physical Showroom Deployment of an Online Retailer. European Journal of Operational Research, 283(2), 676–691. https://doi.org/10.1016/j.ejor.2019.11.032.
  • MacCarthy, B. L.,Zhang, L., and Muyldermans, L. (2019). Best Performance Frontiers for Buy-Online-Pickup-In-Store Order Fulfilment. International Journal of Production Economics, 211, 251–264. https://doi.org/10.1016/j.ijpe.2019.01.037.
  • Marangoz, M. ve Aydın, A. (2016). Tüketicilerin Değişen Alışveriş Alışkanlıkları ve Perakendecilikte Bütünleşik Dağıtım Kanalı Yaklaşımı, Tüketici ve Tüketim Araştırmaları Dergisi, 9(1),71-93.
  • Marchet, G.,Melacini, M., Perotti, S., Rasini, M., and Tappia, E. (2018). Business Logistics Models in Omni-channel: A Classification Framework and Empirical Analysis. International Journal of Physical Distribution and Logistics Management, 48(4), 439–464. https://doi.org/10.1108/IJPDLM-09-2016-0273.
  • Murfield, M., Boone,C. A., Rutner, P., and Thomas, R. (2017). Investigating Logistics Service Quality in Omni-channel Retailing. International Journal of Physical Distribution and Logistics Management, 47(4), 263–296. https://doi.org/10.1108/IJPDLM-06-2016-0161.
  • Nie, J., Zhong, L., Yan, H., and Yang, W. (2019). Retailers’ Distribution Channel Strategies with Cross-Channel Effect in a Competitive Market. International Journal of Production Economics, 213, 32–45. https://doi.org/10.1016/j.ijpe.2018.12.019.
  • Olsson, J., Hellström, D.,and Pålsson, H. (2019). Framework of Last Mile Logistics Research: A Systematic Review of the Literature. Sustainability,11(24), 7131. https://doi.org/10.3390/su11247131.
  • Piotrowicz, W., and Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18(4), 5–16. https://doi.org/10.2753/JEC1086-4415180400.
  • Song, P., Wang, Q., Liu, H. and Li, Q. (2020b). The Value of Buy‐Online‐and‐Pickup‐In‐Store in Omni‐channel: Evidence From Customer Usage Data. Production and Operations Management. 29(4), 995–1010. https://doi.org/10.1111/poms.13146.
  • Song, S., Shi, X. and Song, G. (2020a). Supply chain integration in omni-channel retailing: a human resource management perspective, International Journal of Physical Distribution & Logistics Management, 50(1), 101-121. https://doi.org/10.1108/IJPDLM-04-2019-0115.
  • Stone, M., Hobbs, M., and Khaleeli, M. (2002). Multichannel Customer Management: The Benefits and Challenges. Journal of Database Marketing & Customer Strategy Management, 10(1), 39–52. https://doi.org/10.1057/palgrave.jdm.3240093.
  • Süzer, Ö., Taşkın, Ç. (2021). Bütünleşik Kanallı Perakendeciliğin Hizmet Kalitesi Boyutlarının Müşteri Bağlılığı Üzerindeki Etkisi Üzerine Bir Araştırma: Defacto Örneği. Abant Sosyal Bilimler Dergisi, 21(3), 633-660.
  • Wollenburg, J., Hübner, A., Kuhn, H.,and Trautrims, A. (2018). From Bricks-and-Mortar to Bricks-and-Clicks. International Journal of Physical Distribution and Logistics Management, 48(4), 415–438. https://doi.org/10.1108/IJPDLM-10-2016-0290.
  • Wu, J., Zhao, C., Yan, X.,and Wang, L. (2020). An Integrated Randomized Pricing Strategy for Omni-channel Retailing. International Journal of Electronic Commerce, 24(3), 391–418. https://doi.org/10.1080/10864415.2020.1767434.
  • Xu, X., and Jackson, J. E. (2019). Examining Customer Channel Selection Intention in the Omni-channel Retail Environment. International Journal of Production Economics, 208, 434–445. https://doi.org/10.1016/j.ijpe.2018.12.009.
  • Yan, R., Wang, J., and Zhou, B. (2010). Channel Integration and Profit Sharing in the Dynamics of Multi-Channel Firms. Journal of Retailing and Consumer Services, 17(5), 430–440. https://doi.org/10.1016/j.jretconser.2010.04.004.
  • Ye, Y., Lau, K. H., & Teo, L. K. Y. (2018). Drivers and barriers of omni-channel retailing in China: A case study of the fashion and apparel industry. International Journal of Retail & Distribution Management, 46(7), 657-689. https://doi.org/10.1108/IJRDM-04-2017-0062.
  • Zan, B. U. (2019). Doğrudan Atıf, Ortak Atıf ve Bibliyografik Eşleşme Yaklaşımlarına Dayalı Olarak Araştırma Alanlarının Değerlendirilmesi. Sosyal Bilimler Araştırmaları Dergisi, 14(2), 501-516.

OMNI-CHANNEL ALANINDAKİ YAYINLARIN BİBLİYOMETRİK ANALİZİ

Yıl 2022, Cilt: 4 Sayı: 2, 207 - 221, 04.01.2023
https://doi.org/10.56574/nohusosbil.1215530

Öz

Pazarlamanın pek çok alanına yoğun bir şekilde etki eden dijitalleşme artan tüketici beklentileri ve rekabet koşulları dolayısıyla özellikle son yıllarda perakendecilik alanını yoğun bir şekilde etkilemiştir. Perakendecilikte söz konusu bu sürekli geliştirme farklı kanal alternatiflerinin oluşturulmasından bu alternatif kanallar arasındaki bütünleşmenin sağlanmasına kadar uzanan bir yolculuktur. Bu çalışma omni-channel kavramını odağına alarak halen gelişmekte olan bu alternatif kanallara yönelik yapılmış bilimsel araştırmaların sistematik bir literatür taramasıyla incelenmesini amaçlamaktadır. Araştırma kapsamında yapılan taramalar uluslararası ve oldukça geniş kapsama sahip bir veri tabanı olan Scopus’tan elde edilmiş olup, makalelerin tanımlayıcı istatistikleri ve bağlamları sunulmaya çalışılmıştır. Yapılan literatür taraması ile elde edilen verilerin görselleştirilmesi için VOSviewer paket programından yararlanılmıştır. Scopus veri tabanında “omni-channel” alanında yapılmış toplam 325 makale yayınlandıkları dergilere, yayın yıllarına, yayınlanan ülkelere, yoğunluklu olarak kullanılan anahtar kelimelere göre incelenmiştir. Ayrıca makaleler ele alındığı konu bağlamında ve amaçları itibariyle de değerlendirilmiştir

Kaynakça

  • Ailawadi, K. L., and Farris, P W. (2017). Managing Multi-and Omni-channel Distribution: Metrics and Research Directions. Journal of Retailing, 93(1), 120-135. https://doi.org/10.1016/j.jretai.2016.12.003. Asmare, A., and Zewdie, S. (2022). Omni-channel Retailing Strategy: A Systematic Review. The International Review of Retail, Distribution and Consumer Research, 32(1), 59-79. https://doi.org/10.1080/09593969.2021.2024447.
  • Aydın, H. ve Kazançoğlu, İ. (2017). Çoklu Kanal Stratejisinden Bütüncül Kanal Stratejisine Geçişin Tüketiciler Tarafından Kabulü. Mustafa Kemal Üniversitesi, Sosyal Bilimler Enstitüsü Dergisi, 14(39), 57-77.
  • Beck, N.,and Rygl, D. (2015). Categorization of Multiple Channel Retailing in Multi Cross-, and Omni‐channel Retailing for Retailers and Retailing. Journal of Retailing and Consumer Services, 27, 170–178. https://doi.org/10.1016/j.jretconser.2015.08.001.
  • Bijmolt, T. H. A., Broekhuis, M., De Leeuw, S., Hirche, C., Rooderkerk, R. P., Sousa, R., and Zhu, S. X. (2021). Challenges at the Marketing–Operations Interface in Omni-channel Retail Environments. Journal of Business Research, 122, 864-874. https://doi.org/10.1016/j.jbusres.2019.11.034.
  • Chen, T.Y., Yeh, T.L., Wu, H.L. and Deng, S. (2022), Effect of channel integration quality on consumer responses within omni-channel retailing, Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-04-2021-0270.
  • Do Vale, G., Collin-Lachaud, I., and Lecocq, X. (2022). The New Retail Model: Global Reach Demands Omni-channels. Journal of Business Strategy, 43(6), 339-349. https://doi.org/10.1108/JBS-02-2021-0026.
  • Eriksson, E., Norrman, A.,and Kembro, J. (2019). Contextual Adaptation of Omni-Channel Grocery Retailers’ Online Fulfilment Centres. International Journal of Retail and Distribution Management, 47(12), 1232-1250. https://doi.org/10.1108/IJRDM-08-2018-0182.
  • Foo, Y. J., A-Jalil, E. E. and Mustaffa, W. S. W. (2020). What’s Up Omni? The Relationship Between Omni-channel Supply Chain and Logistics Service Quality in Influencing Online Purchasing Behaviour. International Journal of Supply Chain Management, 9(4), 643-650.
  • Freichel, S. L., Wollenburg, J., & Wörtge, J. K. (2020). The Role of Packaging in Omni-channel Fashion Retail Supply Chains – How Can Packaging Contribute to Logistics Efficiency? Logistics Research, 13(1), 1-20.
  • Hajdas, M., Radomska, J., and Silva, S. C. (2022). The Omni-channel Approach: A Utopia for Companies? Journal of Retailing and Consumer Services, 65, 1-14. https://doi.org/10.1016/j.jretconser.2020.102131.
  • Hamouda, M.(2019). Omni channel Banking Integration Quality and Perceived Value as Drivers of Consumers’ Satisfaction and Loyalty. Journal of Enterprise Information Management, 32(4), 608–625. https://doi.org/10.1108/JEIM-12-2018-0279.
  • Hübner, A., Wollenburg,J., and Holzapfel, A. (2016). Retail Logistics in the Transition From Multi-Channel to Omni-channel. International Journal of Physical Distribution and Logistics Management, 46(6/7), 562–583. https://doi.org/10.1108/IJPDLM-08-2015-0179.
  • Janjevic, M., Merchán, D., and Winkenbach, M. (2021). Designing Multi-Tier, Multi-Service-Level, and Multi-Modal Last-Mile Distribution Networks for Omni-Channel Operations. European Journal of Operational Research, 294(3), 1059-1077. https://doi.org/10.1016/j.ejor.2020.08.043.
  • Jiang, Y., Liu, L., and Lim, A. (2020). Optimal Pricing Decisions for an Omni‐Channel Supply Chain with Retail Service. International Transactions in Operational Research, 27(6), 2927–2948. https://doi.org/10.1111/itor.12784.
  • Jocevski, M., Arvidsson, N.,Miragliotta, G., Ghezzi, A., and Mangiaracina, R. (2020). Transitions Towards Omni-channel Retailing Strategies: A Business Model Perspective. International Journal of Retail and Distribution Management, 47(2), 78–93. https://doi.org/10.1108/IJRDM-08-2018-0176.
  • Jones, A. L., Miller, J. W., Griffis, S. E.,Whipple, J. M., and Voorhees, C. M. (2022). An Examination of the Effects of Omni-channel Service Offerings on Retailer Performance. International Journal of Physical Distribution and Logistics Management, 52(2), 150-169. https://doi.org/10.1108/IJPDLM-06-2020-0175.
  • Kembro, J. H.,and Norrman, A. (2019). Warehouse Configuration in Omni-channel Retailing: A Multiple Case Study. International Journal of Physical Distribution and Logistics Management, 50(5), 509-533. https://doi.org/10.1108/IJPDLM-01-2019-0034.
  • Kim, K., Han, S.-L.,Jang, Y.-Y., and Shin, Y.-C. (2020). The Effects of The Antecedents of “Buy-Online-Pick-Up-In-Store” Service on Consumer’s Bopis Choice Behaviour. Sustainability, 12(23), 9989; https://doi.org/10.3390/su12239989.
  • Li, G., Zhang, T.,and Tayi, G. K. (2020). Inroad Into Omni-channel Retailing: Physical Showroom Deployment of an Online Retailer. European Journal of Operational Research, 283(2), 676–691. https://doi.org/10.1016/j.ejor.2019.11.032.
  • MacCarthy, B. L.,Zhang, L., and Muyldermans, L. (2019). Best Performance Frontiers for Buy-Online-Pickup-In-Store Order Fulfilment. International Journal of Production Economics, 211, 251–264. https://doi.org/10.1016/j.ijpe.2019.01.037.
  • Marangoz, M. ve Aydın, A. (2016). Tüketicilerin Değişen Alışveriş Alışkanlıkları ve Perakendecilikte Bütünleşik Dağıtım Kanalı Yaklaşımı, Tüketici ve Tüketim Araştırmaları Dergisi, 9(1),71-93.
  • Marchet, G.,Melacini, M., Perotti, S., Rasini, M., and Tappia, E. (2018). Business Logistics Models in Omni-channel: A Classification Framework and Empirical Analysis. International Journal of Physical Distribution and Logistics Management, 48(4), 439–464. https://doi.org/10.1108/IJPDLM-09-2016-0273.
  • Murfield, M., Boone,C. A., Rutner, P., and Thomas, R. (2017). Investigating Logistics Service Quality in Omni-channel Retailing. International Journal of Physical Distribution and Logistics Management, 47(4), 263–296. https://doi.org/10.1108/IJPDLM-06-2016-0161.
  • Nie, J., Zhong, L., Yan, H., and Yang, W. (2019). Retailers’ Distribution Channel Strategies with Cross-Channel Effect in a Competitive Market. International Journal of Production Economics, 213, 32–45. https://doi.org/10.1016/j.ijpe.2018.12.019.
  • Olsson, J., Hellström, D.,and Pålsson, H. (2019). Framework of Last Mile Logistics Research: A Systematic Review of the Literature. Sustainability,11(24), 7131. https://doi.org/10.3390/su11247131.
  • Piotrowicz, W., and Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18(4), 5–16. https://doi.org/10.2753/JEC1086-4415180400.
  • Song, P., Wang, Q., Liu, H. and Li, Q. (2020b). The Value of Buy‐Online‐and‐Pickup‐In‐Store in Omni‐channel: Evidence From Customer Usage Data. Production and Operations Management. 29(4), 995–1010. https://doi.org/10.1111/poms.13146.
  • Song, S., Shi, X. and Song, G. (2020a). Supply chain integration in omni-channel retailing: a human resource management perspective, International Journal of Physical Distribution & Logistics Management, 50(1), 101-121. https://doi.org/10.1108/IJPDLM-04-2019-0115.
  • Stone, M., Hobbs, M., and Khaleeli, M. (2002). Multichannel Customer Management: The Benefits and Challenges. Journal of Database Marketing & Customer Strategy Management, 10(1), 39–52. https://doi.org/10.1057/palgrave.jdm.3240093.
  • Süzer, Ö., Taşkın, Ç. (2021). Bütünleşik Kanallı Perakendeciliğin Hizmet Kalitesi Boyutlarının Müşteri Bağlılığı Üzerindeki Etkisi Üzerine Bir Araştırma: Defacto Örneği. Abant Sosyal Bilimler Dergisi, 21(3), 633-660.
  • Wollenburg, J., Hübner, A., Kuhn, H.,and Trautrims, A. (2018). From Bricks-and-Mortar to Bricks-and-Clicks. International Journal of Physical Distribution and Logistics Management, 48(4), 415–438. https://doi.org/10.1108/IJPDLM-10-2016-0290.
  • Wu, J., Zhao, C., Yan, X.,and Wang, L. (2020). An Integrated Randomized Pricing Strategy for Omni-channel Retailing. International Journal of Electronic Commerce, 24(3), 391–418. https://doi.org/10.1080/10864415.2020.1767434.
  • Xu, X., and Jackson, J. E. (2019). Examining Customer Channel Selection Intention in the Omni-channel Retail Environment. International Journal of Production Economics, 208, 434–445. https://doi.org/10.1016/j.ijpe.2018.12.009.
  • Yan, R., Wang, J., and Zhou, B. (2010). Channel Integration and Profit Sharing in the Dynamics of Multi-Channel Firms. Journal of Retailing and Consumer Services, 17(5), 430–440. https://doi.org/10.1016/j.jretconser.2010.04.004.
  • Ye, Y., Lau, K. H., & Teo, L. K. Y. (2018). Drivers and barriers of omni-channel retailing in China: A case study of the fashion and apparel industry. International Journal of Retail & Distribution Management, 46(7), 657-689. https://doi.org/10.1108/IJRDM-04-2017-0062.
  • Zan, B. U. (2019). Doğrudan Atıf, Ortak Atıf ve Bibliyografik Eşleşme Yaklaşımlarına Dayalı Olarak Araştırma Alanlarının Değerlendirilmesi. Sosyal Bilimler Araştırmaları Dergisi, 14(2), 501-516.
Toplam 36 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm DERGİNİN TAMAMI
Yazarlar

İpek Avşar 0000-0002-5385-6609

Buket Özoğlu 0000-0003-1868-4554

Yayımlanma Tarihi 4 Ocak 2023
Yayımlandığı Sayı Yıl 2022 Cilt: 4 Sayı: 2

Kaynak Göster

APA Avşar, İ., & Özoğlu, B. (2023). OMNI-CHANNEL ALANINDAKİ YAYINLARIN BİBLİYOMETRİK ANALİZİ. Niğde Ömer Halisdemir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 4(2), 207-221. https://doi.org/10.56574/nohusosbil.1215530
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