近年來由於資訊科技的進步,使得產品的差異性縮小,反觀消費者的需求不斷在改變,標準化、多樣化、個性化的產品需求亦在持續增加,而企業未來成長的關鍵,勢必不再是技術的高低,而是如何滿足顧客的價值。對於量販店而言,由於競爭激烈,如何降低成本,提升經營效率,善用資訊科技的進步,提高核心競爭力,如何留住舊顧客並開發新客戶,這都是我們需要深思的問題。本研究藉由結構方程是模式(Structural Equation Modeling;SEM)的運用,探討消費者情緒、購物價值與口碑傳播意向中介關係,以瞭解影響量販店顧客對口碑傳播意向的因素,並提供業者參考訂定行銷策略,建立競爭優勢。 本研究的主要發現為良好的消費者情緒可有效提昇顧客價值並進而提昇口碑傳播意向;在消費者正向情緒對口碑傳播的影響中,購物價值具有部分的中介效果,而消費者負向情緒對口碑傳播的影響中,購物價值具有中介效果。
Recently, because of the progress of information technology, the differences between products reduced. However, the consumer’s demands keep changing. Standardization, variety, and personalized products’ demand also keeps increasing. The keys for enterprises how to grow in the future is not the level of technology anymore, but is how to satisfy the consumer’s value. For Hypermarket, because of the intense competition, how to decrease the cost, improve management efficiency, take good use of progress of information technology, upgrade core competition, keep previous customers, and develop new clients, above all are the problems that we should meditate. This research is discussing the relationships between consumer’s emotion, Shopping Value, and Word of Mouth intention by the use of Structural Equation Modeling (SEM). To understand the factor that affect Hypermarket’s customer’s willing to disseminate public praise, and provide businessman reference to set marketing project and build competition advantage. The research’s major discoveries are below, good consumer’s emotion can upgrade customer value efficiently and improve the dissemination willing of Word of Mouth intention; In the effect of consumer’s positive emotion to Word of Mouth, Shopping Value has partial effect of intermediary. And in the effect of consumer’s negative emotion to public praise dissemination, Shopping Value has the effect of intermediary.