- 學位論文
學校型連鎖便利商店消費者購買決策之研究
The Consumers Purchase Decision of Chained Convenient Store at School Campus
摘要
臺灣地區的便利商店產業近十年蓬勃發展，國內便利商店不論在密度及營業規模上之市場競爭已日漸白熱化，而連鎖便利商店業者在眾多競爭對手之中，要如何脫穎而出，必需仰賴店址的選擇，而關鍵就在於了解預定商圈位址之消費者購買行為及其影響因素，消費者在選擇店址時的影響因素也是連鎖便利商店業者在選址設店時所應考慮的因素之一。 台灣地狹人稠，連鎖便利商店市場已為飽和狀態，且受經濟海嘯大環境不景氣的影響，各連鎖便利商店業績普遍呈現下滑的現象，唯獨特殊商圈－學校型連鎖便利商店經營績效不受影響，且還有單店門市績效是逆勢成長。因此，本研究特別針對特殊商圈－學校型連鎖便利商店，探討其學校商圈內消費群之消費行為相關研究。 本研究以問卷調查方式，對崑山科技大學校內消費者，進行資訊收集及分析，並使用敘述統計、信度分析、效度分析、因素分析法、卡方獨立性檢定、單因子變異數分析來探討其購買決策過程會受到哪些因素影響，對連鎖便利商店特殊商圈內之消費者現況背景、消費者購買決策過程、及消費者對便利商店選店準則等作一完整了解，並提供實務建議予學校型連鎖便利商店管理者，做為經營決策的參考。 在研究中發現對校內消費者而言，商店位址的便利性、促銷效果的嘗新性會顯著影響其購買決策，而將消費現況與選店準則作一結合，並且將選店準則與購買決策行為來聯結，探究出學校型消費者是以哪些因素的影響來選擇便利商店之消費行為，以及暸解這樣的結果來作為學校型便利商店經營策略上的重要依據。 研究結果顯示30歲以下未婚的學生是學校型連鎖便利商店的主要客源。而學生一般無自有收入，可支配金額低，但金錢概念相對薄弱，受同儕影響大，喜歡追求流行、新奇的事物，廣告對於他們有極大的效用，因此，建議學校型連鎖便利商店可從產品種類、行銷策略、空間動線、服務品質的運作上著手，才有助於其單店競爭力及整體績效的提升。
並列摘要
The convenient store industry in Taiwan flourished in the last 10 years. The market race of local convenient stores, in terms of density and operational scale, has been intensifying. In order to outrun its many competitors, a convenient store chain needs to choose the location of its outlets carefully. The key is to grasp consumer behavior of the selected store site and the underlying factors. Factors that affect consumer’s decision to visit a particular store are also what a convenient store chain needs to take into account in store site selection. On the densely populated island of Taiwan, the convenient store market has reached capacity. Under the impact of financial storms and economic recessions, convenient stores’ revenues have been sliding. Only on-campus convenient stores remain intact. Some of the stores in such districts even beat the odds, showing significant growth in business. This study therefore looks into a special commercial area – school-type convenient stores – exploring consumer behavior within the on-campus commercial area. Employing the questionnaire survey method, this study collects and analyzes information of consumers on the campus of Kun Shan University. It identifies factors affecting the purchase decision-making process of these consumers through descriptive statistics, reliability analysis, validity analysis, factor analysis method, chi-square independence analysis, and single-factor ANOVA, in order to understand comprehensively current consumer behavior, purchase decision-making process and store selection principles of consumers of chain convenient stores within special commercial areas. This study also furnishes practical recommendations for school-type convenient store managers as operational decision references. In the course of this study, the researcher finds that store location convenience and promotion-stirred curiosity about new product will significantly influence the purchase decision of on-campus shoppers. Examining current consumer behavior in association with store selection principles, and store selection principles in association with purchase decision behavior, this study observes the factors by which school-type consumers select their convenient store behaviors, and understands how such findings can serve as important basis for the operational strategy of school-type convenient stores. Research outcomes indicate single students under 30 form the major clientele of school-type convenient stores. Students normally do not have independent income sources. They do not have much money at their disposal and have not established mature idea about money. Prone to peer pressure, they follow the trend and pursue peculiar things. The effect of advertisements on them is extremely significant. It is therefore recommended that school-type convenient store operators work on product category, marketing strategy, movement line and service quality to help enhance single-store competitiveness and overall performance.