7-ELEVEN便利商店消費者購買動機之研究

A Study on Purchasing Motivation of 7-ELEVEN Consumers in Taiwan

童郁珺(Yu-Chun Tung)

指導教授 ： 黃萬傳

亞洲大學/管理學院/經營管理學系碩士班/碩士(2005年)

摘要

本文以前往7-ELEVEN購買的消費者為探討主軸，將7-ELEVEN的商圈類型分成四類，即都心型、幹道型、鄉鎮型、旅遊型。文中有關消費者的購買動機分為購買提供物、購買服務及購買環境等三個構面，輔以人口統計與社經變數，分析影響消費者的購買動機之因素為何。其次利用二元選擇的Logit模式，驗證不同商圈類型的7-ELEVEN消費者與購買動機之關係，並提出改善之道。
研究實證結果發現：消費者至7-ELEVEN購買主要是因為臨時需要而前往選購商品，而消費者對於會至7-ELEVEN選購商品則是因為其擁有密集的店家數，促使消費者因方便之故，而幾乎每週至少一次前往7-ELEVEN購買。另外在幹道型、鄉鎮型及旅遊型商圈中，主要影響消費者購買動機的因子為購買環境構面與家庭結構變數。依此，若想提昇各個不同商圈之7-ELEVEN的消費者購買動機，則必須針對此影響，如此一來，不但能有效的提昇消費者至7-ELEVEN的購買動機，同時亦能提供給業者對於消費者的購買心理與未來應強化的部份。

關鍵字

購買動機 ； 7-ELEVEN ； Logit

並列摘要

This objective of this thesis focuses on the discussion of the purchasing motivation of 7-Eleven shoppers in Taiwan. The business circle of 7-Eleven locations is split into four major categories: urban centers, rural areas, main boulevards, and travel spots. This thesis focuses on three factors for consumers’ purchasing motivation at 7-Eleven. The three factors include products available, service, and shopping environment. These three factors along with the total population, and the changes in the social economy are infused to analyze the effects on consumer purchasing and reasons for purchasing at 7-Eleven. By using the Logit Model in the Binary Response Model, purchasing motivation in each business circle were discovered along with suggested improvements on how to increase motivation.
Upon careful research, calculations, and experiments, the following results were discovered: the key reason for consumer spending at 7-Eleven is for spontaneous needs, and due to the mass volume of 7-Eleven within close vicinities creates convenience for the consumers. The consumers will therefore make purchases at least once a week at 7-Eleven. For the three business circles of main boulevards, rural areas, and travel spots, the two main factors that affect the changes in purchasing motivation are environment, and family size. Therefore, in order to enhance the purchasing motivation for consumers in every business circle, the suggestion is that 7-Eleven should focus on producing a specific sales strategy to pinpoint the two factors mentioned above. If the suggested are followed, 7-Eleven will effectively and efficiently enhance consumers’ purchasing motivation.

並列關鍵字

purchasing motivation ； 7-Eleven ； Logit model

參考文獻

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