影響消費者對便利商店滿意度之因素分析

要探討消費者行為與滿意度的分析，對便利商店所提供的實體環境、產品及服務品質等營業功能，協同商流、物流、金流及資訊流等產業鏈結合運作，進而達到環境清潔舒適、新產品流通、服務便利及店內設備升級等經營效益，可以滿足消費者在時間與地點方面的便利性需求;消費者在購買前抱持事前的期望，與購買後知覺的績效，能夠作出價值差距的比較，得以認知滿意與不滿意的結果或感受，實則是影響消費者滿意程度的評量主因;本研究者採取網路訪問調查，以大眾消費者為對象設計問卷，將蒐集資料整理與分析結果，歸納成結論與建議，為提供便利商店業者，作為今後經營方針參考;以消費者導向的商業模式，將顛覆傳統零售業市場作法，諸如電子商務、線上線下、行動支付、MMK多媒體事務機及跨業合作等創新變革，裨益便利商店吸引消費者樂於來店消費的關鍵因素，可帶給消費者擁有更便利及豐富的生活權益。

關鍵字

便利商店；消費者行為；滿意度

並列摘要

This thesis mainly discusses the analysis of consumer behavior and satisfaction, for the physical environment provided by the convenience store, business functions such as product and service quality, synergy with business chain such as business flow, lo-gistics, cash flow and information flow, in order to achieve a clean and comfortable vironment, new product circulation, service benefits such as service convenience and in-store equipment upgrade, can meet the convenience needs of consumers in terms of time and place; consumers hold pre-existing expectations before buying, perfor-mance with post-purchase perception, being able to make a comparison of the value gap, be able to recognize the results or feelings of satisfaction and dissatisfaction, it is the main cause of the impact on consumer satisfaction; the researcher took an online interview survey, design a questionnaire for the mass consumer, organize and analyze the collected data,inducted into conclusions and recommendations, to pro-vide onvenience to shop operators, as a reference for future business policies;a con-sumer-oriented business model, will subvert the traditional retail market practices, such as ecommerce,online and offline,mobile payments,innovative changes such as multimedia kiosk (MMK) and cross-industry cooperation, the key factors that attract convenience consumers to shop at the convenience store can bring consumers more convenience and rich life rights.