顧客對便利商店之依附及涉入與集點公仔行銷之關係

The relationship between Attachment, Involvement and the Promotion through Point-Collected Figure of the Convenience Store

廖祥佑(Shiang-You Liao)

指導教授 ： 賴子珍

元智大學/管理學院/經營管理碩士班(國際企業學程)/碩士(2011年)

摘要

近幾年來，便利商店密集度越來越高、競爭越來越激烈，因此行銷手法不斷的推陳出新，目的是為了提高營業額，加上最近公仔帶動一股流行風潮，而且公仔不僅能引起消費者的注意，更能潛在影響消費者的行為，因此便利商店也順著這股趨勢，利用集點贈送公仔的方式來吸引消費者到店消費，也因而造成話題及消費者換不到公仔的景象。

因此本研究想瞭解便利商店利用公仔行銷的方式，最終是否可以達到消費者對便利商店產生忠誠度，此外藉由態度理論來探討公仔與便利商店之間的關係。經由檢視消費者對公仔及便利商店依附的因素，是否會進而產生對便利商店的涉入，以達到消費者對便利商店的依賴，檢驗的結果可讓便利商店業者可預知當進行此類的行銷活動時，消費者的行為反應為何。

本研究利用網路問卷進行資料分析，一共回收619份有效問卷，利用AMOS18統計軟體進行線性結構方程模式來檢驗模型假設。研究結果發現便利商店使用公仔來行銷可藉由消費者對公仔的依附進而產生對便利商店的依附；此外，利用消費者對於公仔的依附，會增強消費者對便利商店的依附，進而影響涉入程度；最後，消費者對於便利商店的依附，會經由增強消費者對公仔的依附，進而正向影響涉入程度，因而達到對便利商店的忠誠度。

關鍵字

便利商店 ； 公仔 ； 忠誠度 ； 態度 ； 依附 ； 涉入

並列摘要

In recent years, the number of convenience stores has become more and the density of their locations is higher that makes the market more competitive. Therefore,
convenience stores have restored to various marketing strategies to increase their sales. In addition, figures have caused an epidemic wave now and they could bring customers’ attention. Most important, they could affect purchase intention. Consequently, convenience stores use the method of point-collected figure to attract customers shop in the stores. As a result, it becomes a popular topic and short supply.

This study aims to know convenience stores use method of figure marketing whether could achieve the goal that customers generate the store loyalty. Besides, we discuss the relationship between figures and convenience stores by attitude theory. Through viewing the factors of customers’ attachment toward figures and convenience stores whether could generate the involvement to convenience stores and
then depend on it. The results allow convenience store operators that can predict the behavioral response of consumers when proceed this type of marketing activities.

The research use online sampling survey to analysis data and effective questionnaire are collected 619 respondents. Then we use the structural equation modeling of AMOS18 to test the hypotheses. The results of this study shows that convenience stores use figures to market could generate the attachment of conveniences stores by the customers’attachment to the figures. Besides, using customers attach to figure that could enhance the convenience stores’ attachment then influence involvement. Finally, customers attach to convenience store will enhance the figures’ attachment then positive influence involvement and achieve the convenience store loyalty.

並列關鍵字

Convenience store ； Figure ； Loyalty ； Attitude ； Attachment ； Involvement

參考文獻

張依依 (2009)解構公仔社會文化現象，台灣社會研究季刊，第七十三期，167-188。

曹勝雄、孫君儀 (2009) 建構地方依附因果關係模式，地理學報 第五十五期：43-63

李英弘、林朝欽 (1997) 地方情感概念在戶外遊憩研究上之探討，休閒遊憩觀光研究成果研討會：休閒遊憩行為，中華民國戶外遊憩學會。

English Reference

Anderson, K. and T. Clevenger (1963), A Summary of Experimental Research in Ethos. Speech Monographs, 30(3), 59-78.