影響量販店與百貨公司消費者購買決策因素之研究－以基因演算法最佳化類神經網路模式加以驗證

The Study of the Influential Factors of Consumer Purchasing Decision in Hypermarkets and Department Stores-Verifying with the Model of Genetic Algorithms and Artificial Neural Network

林妙雀(Miao-Que Lin) ； 酈芃羽(Peng-Yu Li)

《管理科學研究》 2卷1期 (2005/03) Pp. 57-77

https://doi.org/10.6873/MSR.200503_2(1).0004

摘要

過去對消費者行為之研究，比較偏重消費者特徵，至於企業形象僅探討商店印象，顯然忽略商品形象及公益形象對消費者購買決策之影響，而且服務品質雖備受重視，然缺乏針對不同通路消費者，探討服務品質對購買決策之影響。有鑑於此，本研究為整合性探討影響消費者購買行為之全貌，乃建立以人口統計變數、生活型態、企業形象與服務品質為自變數，購買頻率、購買金額、停留時間等購買決策為因變數之研究架構。配合191份量販店與194份百貨公司回收問卷（有效回收率各為46.67%；47%），本研究以基因演算法最佳化類神經網路模式，分析各變數間之關係。其結果顯示影響量販店消費者購買決策之最重要因素，分別為人口統計變數之所得、企業形象之商品形象，以及服務品質之確實性、反應性與同理心，是以建議量販業者應以顧客所得為市場區隔基礎，多注重商品品牌形象及品質，而且強化服務人員的全方位訓練。至於影響百貨公司消費者之購買決策，係以人口統計變數之所得、企業形象之商品形象，以及服務品質之有形性或可靠性為最重要因素，因此建議百貨業者應針對女性、高教育水準、高所得水平之目標顧客群，提供較高品質且具獨特差異化產品，即時提供動態流行資訊，令顧客感到服務的貼心、耐心、安心。

關鍵字

消費者特徵 ； 企業形象 ； 服務品質 ； 基因演算法 ； 類神經網路

並列摘要

The past studies of consumer behavior emphasized more on consumer characteristics, not on business identity but only store image; nor on the influence of product identity and public identity on consumer purchasing decision. Besides, the past research of the service quality didn't focus on various types of consumers nor its influence on purchasing decision. Owing to the above reasons, this paper will construct the research framework to study the overall picture of influencing consumer purchasing behavior by using demographic variables, life styles, business identity and service quality as independent variables; and purchasing frequency, the amount of money and staying time as dependent variables. After collecting 191 samples from hypermarkets and 194 samples from the department stores (each response rate 46.67%; 47%, individually), this paper, will also take the model of genetic algorithms and the artificial neural network to verify the relation between each variable. It is finally found out that the main factors that influence consumers purchasing decision of hypermarkets are the outcome of demographic variables, product identity of business identity and the reliability, reaction and fellow feeling of service quality. Therefore, it will suggest that the business should take the income of consumers as the basis of market segmentation, pay more attention on the identity and quality of products and the brand, and strengthen the training of service staff. As to the influential factors of consumers purchasing decision of the department stores, they are the outcome of demographic variables, product identity of business identity and the reliability and authenticity of service quality. Due to the above reasons, this paper will propose the department stores to provide the products with high quality and peculiarity to the well-educated and high-income female consumers. And also provide the latest information to let the consumers feel relieved about the considerate and patient service quality.

並列關鍵字

consumer characteristics ； business identity ； service quality ； genetic algorithms ； artificial neural network