購物價值、促銷活動與顧客滿意度對再購買意願之影響－以女性服裝消費者為例

隨著女性經濟（又稱她經濟）的崛起，女性的消費能力已經不容小覷。在目前女性服裝市場的競爭日趨白熱化下，本研究認為業者必須了解女性服裝消費者的購物心態與經驗，方能在行銷策略上滿足女性服裝消費者的需求，進而增加其購買意願。本研究目的旨在探討女性服裝消費者的購物價值、促銷活動與顧客滿意度對再購買意願之影響。研究方法以問卷調查法為主，以台灣北、中、南部地區百貨公司的女性服裝消費者為施測對象，以便利取樣方法分別實施預試問卷與正式問卷的施測；最後以532份有效正式問卷進行相關分析、單因子變異數分析與逐步多元迴歸分析。本研究統計分析結果如下：一、不同女性服裝消費者的居住地區、平均月收入與購買服裝頻率在購物價值上有顯著差異。二、不同女性服裝消費者的居住地、購買服裝頻率與每月購衣費用在促銷活動上有顯著差異。三、不同女性服裝消費者的年齡、居住地、購買服裝頻率與每月購衣費用在顧客滿意度上有顯著差異。四、不同女性服裝消費者的居住地、購買服裝頻率與每月購衣費用在再購買意願上有顯著差異。五、購物價值（功利與享樂價值）、促銷活動（金錢與非金錢促銷）對滿意度均具有顯著正向預測效果。六、購物價值（功利與享樂價值）、促銷活動（金錢與非金錢促銷）與滿意度對再購買意願均具有顯著正向預測效果。最後根據以上研究分析之結果，本研究彙整相關建議，提供與女性消費相關業者在擬定行銷策略上及後續研究學者之參考依據。

關鍵字

女性服裝消費者；購物價值；促銷活動；顧客滿意度；再購買意願

並列摘要

With the rise of female economy (a.k.a. She-economy), women’s consumption capacity cannot be overlooked. As the competition for female clothing market increasingly incandesces, the current study proposed that the industries should understand the shopping mentality and experience of female clothing consumers to meet their needs in light of marketing strategies and to further increase their purchase intention. The current study aimed to examine the effects of shopping values, promotion activities, and customer satisfaction among female clothing consumers on re-purchase intention. A questionnaire survey was adopted in this study, with the participants including female clothing consumers in department stores in northern, central, and southern Taiwan. A convenient sampling was used for the pre-survey and official survey. A total of 532 valid questionnaires were collected for data analysis that included correlation analysis, One-way ANOVA, and stepwise regression. 1. Significant differences in shopping values were found in habitation, average monthly income, and frequency of purchasing clothing among different female clothing consumers. 2. Significant differences in promotion activities were found in habitation, frequency of purchasing clothing, and monthly expenses in purchasing clothing among different female clothing consumers. 3. Significant differences in customer satisfaction were found in age, habitation, frequency of purchasing clothing, and monthly expenses in purchasing clothing among different female clothing consumers. 4. Significant differences in re-purchase intention were found in habitation, frequency of purchasing clothing, and monthly expenses in purchasing clothing among different female clothing consumers. 5. Shopping values (utilitarian and hedonic value) and promotion activities (cash and non-cash promotion) positively predicted satisfaction at a significant level. 6. Shopping values (utilitarian and hedonic value), promotion activities (cash and non-cash promotion), and satisfaction positively predicted re-purchase intention at a significant level.