消費情境、品牌形象對行為意圖關係之研究─以台中市中友百貨為例

The Study of Consumption Situation, Brand Image, Value Perceived and Their Relation to Behavioral Intention-A Case Study of Chungyo Department Store in Taichung

田麗(Li Tien) ； 李佳珮(Chai-Pei Lee) ； 鍾志強(Chih-Cgiang Chung)

《休閒運動期刊》 9期 (2010/07) Pp. 61-71

https://doi.org/10.29909/IWCMAT.201007.0008

摘要

目前有鑑於國內百貨業競爭越來越激烈的情況下，近年來百貨業主要的競爭方式不外乎是卯足了勁大打折扣戰和贈品戰，然而在如此長期侵蝕毛利的行銷手段，已使百貨零售業逐漸走向微利時代。本研究將藉由探討消費情境與品牌形象對行為意圖之影響關係，並分析不同背景變項的消費者的差異情形。以台中市中友百貨之消費者為對象，採用立意抽樣進行調查，總計發出150份，有效問卷120份。將所收集的資料以SPSS 12.0 for Windows進行統計分析與檢定，共包含敘述性統計、t檢定、因素分析、信度分析、相關分析、迴歸分析。研究結果發現：一、中友百貨主要客群為女性、年齡介於21～30 歲間、未婚、學生、月收入20,000 元（含）以下與20,001 -40,000元、與朋友結伴、平均消費的金額以1,001～3,000 元。二、本研究結果發現消費情境、品牌形象與行為意圖具有顯著相關。三、中友百貨的消費者在消費情境與品牌形象對行為意圖皆具有顯著的預測力，尤其以「象徵性」的預測力為最高，其次為「社交環境」。

關鍵字

零售業 ； 百貨公司 ； 購物中心

並列摘要

In view of the competition among department stores is getting intensified. Recently, department stores usually competed with others by giving customers some discount or sending them gifts. However, the result of price war is that businesses are hard to raise their profits. This research probes into the consumption situation in relation to brand image, and their relationship with the behavioral intentions, and analyzing the difference between those three variables in different consumers' background. This study is focus on the consumers of Chungyo department store in Taichung, the questionnaire was adopted judgmental sampling in the research, sent out 150 questionnaires altogether, acquired 120 effective questionnaires. The descriptive statistics socio-demographic was analyzed by SPSS 12.0, that including descriptive statistics, t-test, factor analysis, reliability analysis, correlation analysis and regression analysis. The findings of this study are as follows : (1)The main consumers is female, the age mostly was ranging between 21-30 years old, single, student, the average monthly income below 20,000 NTD. and ranging between20,001-40,000 NTD. , to come together with friends ,the average consume at Chungyo department store is mostly ranging between 1,001-3,000 NTD.(2)The results showed that the consumption situation, brand image has significant effect on behavioral intention.(3)Consumption situation and brand image can effectively predict behavioral intentions from the consumers of Chungyo department store. Specifically, ”Symbolic” was the highest predictor, this was followed by ”Social environment”.

並列關鍵字

Retailing ； Department store ； Shopping Mall