連鎖便利商店開發自有品牌商品銷售影響消費者行為之研究 －以7-11超商之 OPEN小將公仔為例

The Study of Selling Private Brand Products of Convenience Chain Stores for Consumer Behavior Effect --Example by 7-11 Convenience Store’s OPEN-Chan Toy Figurine

許瓊方(Chiung-Fang Shu)

指導教授 ： 王照明

元智大學/資訊學院/資訊傳播學系/碩士(2008年)

https://doi.org/10.6838/YZU.2008.00025

摘要

「便利商店最大的競爭者，不是同業，而是消費者的需求變化，永遠要比消費者想的更多、更遠、更快。」統一超商經理徐重仁先生一語道破便利商店產業的發展核心。根據公平會於2007年8月31日調查指出，2006年底全台的連鎖超商總家數超過9,000家，開店密度高，平均不到2,700人就有一家店，所以，便利商店必需利用其通路特性，創造附加價值，以彰顯同中求異之競爭趨勢。

隨著便利商店功能的多元化，便利商店所扮演的功能應該已經不同於以往傳統販賣菸酒與飲料的角色，它所能夠滿足的應該也不僅止於生活食品用品的需求，而是一種更深層的資訊需求與人際互動需求； 所以，7-11於2006年為了帶給消費者全新便利商店新體驗及增加與不同族群消費者的溝通管道，創業界之先例，推出來自外星OPEN星球的企業公仔－「OPEN小將」，藉「OPEN小將」將最流行的新商品和最溫馨的服務，介紹給顧客，希望能利用整合性話題來與消費者溝通。因此，本研究欲嘗試由消費者的角度分析探討，在連鎖便利商店開發自有品牌商品銷售時，對消費者購買行為產生之影響。

本研究分別利用網路問卷和深度訪談進行資料分析，問卷的部份根據消費者的惠顧行為、消費者前往便利商店購買自有品牌商品的情況、對便利商店推出自有品牌商品的評價、消費者前往便利商店的行為動機、個人基本資料五大部份進行調查，再利用SPSS軟體進行資料分析來獲取消費者生活型態的資料，進而得到7-11開發之自有品牌商品「OPEN小將」是否會對消費者之購買行為產生不同的影響結果。之後再配合深度訪談了解學界和業界專家們對便利商店開發自有品牌商品的意見和看法，整理分析後再提出實務建議及後續相關研究方向，以作為業界和學術研究之參考。

關鍵字

便利商店 ； 自有品牌商品 ； 購物動機 ； 消費者行為

並列摘要

The biggest competitor of convenience store is not of the same trade or business, but consumers' demand change, always have to be more, farther, and faster than what consumers thought. The 7-11 executive Zhong-Ren Xu comes to the point of the industry of convenience store. According to Fair Trade Commission, R.O.C. checks up on August 31 2007, the chain convenience stores in whole Taiwan exceed 9,000 to count the end of 2006, density of running a shop is high, less than 2,700 people have a shop on average, so the convenience store must utilize its place characteristic, it creates to be additional value, in order to reflect with in the competition trend. This research will probe the convenience chain store into the private brand goods in order to promote their sales achievements, and will develop the purchase behavior whether the own brand goods can influence consumers.

With convenience store of diversification function, it should different from the past tradition just sale cigarette and wine, what it can satisfy not only the life food articles demand , but a kind of more deep information and interpersonal demand. So 7-11 are in order to bring a brand-new new experience of convenience store to consumers and increase the communicative channel with different ethnicity consumers in 2006, the precedent of starting an undertaking in the circle, put out the common son of enterprise from extra orb OPEN-chan toy figurine. Depend on the OPEN-chan infer to the most popular new goods and the most warm service will be introduced to the customer. Hope to utilize the combining topic to communicate with consumers, and achieve the goal of promoting sales achievements. So, the discussion has come with consumers' angle in this research, to while developing the private brand merchandise sales in the convenience chain store, analyzing consumers influence in buying the private brand goods.

This research approach adopts Internet questionnaire and analysis hierarchy process. According to the consumers behavior, the private brand selling, and behavior motive that consumers go to the convenience store, etc., carry on Internet questionnaire, and use SPSS software, finally, combine the authority and academician with analysis hierarchy process, propose practice proposing and follow-up relevant research direction.

並列關鍵字

Convenience Store ； Private Brand ； Analysis Hierarchy Process ； Consumer Behavior

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