探討消費者對商品滿意度行為研究－以中部地區百貨業為例

Discussion on the behavior of consumer goods Satisfaction Study Case of Central department store

王聖文(Wang, Sheng-Wen)

《運動健康休閒學報》 7期 (2016/04) Pp. 57-64

摘要

台灣社會從過去農業社會後，經歷的經濟起飛，而百貨業在國內快速的發展，如今的網路資訊時代新興網路產業誕生發展出，一個新名詞；既「宅經濟」新的消費模式，電視購物、網路購物、網路商城及網路拍賣對於實體通路商產生了不小的衝擊，但在台灣發展進幾十年間台灣百貨業卻年年創新高的購物經濟奇蹟下，每年百貨業者針對台灣節慶進行短期促銷，也發展出台灣獨特的文化－周年慶短期促銷活動，本研究主要了解消費者在來店期間參與活動(既購物)其普遍展現的對商品滿意度行為及心理採用量化的問卷調查、質性基礎的焦點群體 訪談作為研究方法。

關鍵字

服務滿意度 ； 百貨公司 ； 促銷模式

並列摘要

Taiwanese society from past agricultural society, experienced economic take-off, and rapid development in the domestic department stores, today's new era of network information network development industry was born out of a new term; both ＂home economy＂ new consumption patterns, TV shopping, online shopping, mall network and Internet auctions for distributors entity had no small impact, but in Taiwan's development into a few decades, but the department store industry in Taiwan every year highs Shopping economic miracle underSatisfaction with the short-term commodity anniversary promotional activities, this study to understand consumer participation (both shopping) during their show to the general store - the annual festival of Taiwan department store industry for short-term sales, but also developed a unique culture of Taiwan behavioral and psychological use of quantitative surveys, qualitative-based focus group interviews as research methods.

並列關鍵字

service satisfaction ； department stores ； promotional mode