商店形象、產品屬性對產品認知及購買意願之探討-以便利商店鮮食品為例

Indicating Relationship of Store Image, Product Attributes to Product Perception and Purchasing Intention-Fresh Food Products of Convenience Store as an Example

涂玫君(Mei-chun Tu)

指導教授 ： 廖淑伶

元智大學/管理學院/管理研究所/碩士(2006年)

摘要

本研究目的在以便利商店鮮食品為研究標的，探討商店印象、產品屬性對消費者的產品認知及購買意願之間的關係。首先，以便利抽樣方式在大臺北地區進行問卷發放與回收，資料回收後接著進行統計分析。研究假設驗證結果包括一、1、商店形象中「經營能力」及「服務」構面與鮮食品之產品認知有顯著相關。2、商店形象中「經營能力」、「便利性」、「服務」、「商店氣氛」及「商品」等構面與鮮食品之購買意願有顯著相關。二、1、鮮食品產品屬性中「衍生屬性」構面與鮮食品之產品認知有顯著相關。2、鮮食品產品屬性中「基本屬性」、「形式屬性」、「知覺屬性」及「衍生屬性」與鮮食品之購買意願有顯著相關。三、1、消費特性人口統計變項中「年齡」及「教育程度」與鮮食品之產品認知有顯著相關。2、消費特性人口統計變項中「教育程度」及「月收入」高低與鮮食品之購買意願有顯著相關。四、1、消費特性人口統計變項中不同「職業」對鮮食品之產品認知有顯著差異。2、消費特性人口統計變項中不同「婚姻」狀況對鮮食品之購買意願有顯著差異。研究結果提供給便利商店業者作為未來企業經營與產品開發之參考，並且本研究在學術及實務上具有價值與貢獻。

關鍵字

商店形象 ； 產品屬性 ； 產品認知 ； 購買意願 ； 便利商店 ； 鮮食品

並列摘要

This thesis，a research on using fresh food products of convenience store as an example to indicating relationship of store image、 product attributes 、 product perception and purchasing intention on fresh food products of convenience store。
In this study，we collected raw data by both printed and questionnaire in Taipei area。The main contributions in the study are described as following：
Part A.
(1) The relationships between management ability 、 service dimensions of store image and fresh food product perception have significant positive correlation .
(2) The relationships between management ability、convenience.、service、atmosphere of the shop image and fresh food purchasing intention have significant positive correlation.
Part B.
(1).The relationships between derive attribute dimension of fresh food attribute and fresh food product perception have significant positive correlation.
(2) The relationships between basic attribute 、form attribute 、consciousness attribute and derive attribute of fresh food attribute and fresh food purchasing intention have significant positive correlation.
Part C
(1) The relationships between age 、education degree and fresh food purchasing intention have significant positive effect on the consumption characteristic of demographic variables.
(2) The relationships between education degree 、level of the monthly income and fresh food purchasing intention have significant positive effect on the consumption characteristic of demographic variables.
Part D
(1).The relationships between different work type and fresh food product perception have significant positive effect on the consumption characteristic of demographic variables.
(2) The relationships between different marital status and fresh food purchasing intention have significant positive effect on the consumption characteristic of demographic variables.
The study result could be the reference of product development for chain store industry in the future, and this research also has value and contribution on academy and practice.

並列關鍵字

store image ； product attribute ； product perception ； purchasing intention ； convenience store, ； fresh food product

參考文獻

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