單身趨勢對於消費者購買行為之影響：以比較台灣虛擬整合的超市的單身與非單身消費者為例

The Single and Non-single Consumer Behaviors of Click-and-mortar Supermarket Chains

阮玉理(Ngoc-Ly Nguyen)

指導教授 ： 梁直青

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2013年)

摘要

背景: 近年來，台灣單身組不斷增加。在這樣人口變化的情況下，為了滿足各種不同類型的家庭(比如單身與非單身的)，超市面對不少困難。此外，虛擬合一超市正在發展,日益成為熱門的經營模式。本研究依上述研究背景，進行探討以及比較單身與非單身消費者在虛擬合一超市的購物行為。
目的: 本研究以服務質量，顧客滿意度，顧客忠誠度以及顧客生活形態來探討單身與非單身消費者之間的購物行為之差異。此外，本研究也要分群這些虛擬合一超市的顧客，然後針對每一群的特點提出不同的行銷策略。通過這種方式，本研究可以成為給予台灣虛擬合一超市的經理之參考文獻，為他們選擇獲得最佳的顧客忠誠度的改進方向。同時，根據比較單身跟非單身消費者的服務品質之觀點，顧客滿意度和顧客忠誠度之間的因果關係的分析結果以及集群分析結果，本研究要協助投資者評估潛在市場。
方法: 本研究是量化之研究，採用問卷來收集資料。本研究依相關文獻探討提出研究架構，然後進行因素分析，結構方程模式，並採用兩步奏技術的集群分析，提出研究結果。
結論: 本研究以總共359份有效問卷為研究分析資料。結果顯示，單身和非單身顧客之間的購物行為特徵方面有顯著差異; 這兩組之間的服務質量之觀點, 顧客滿意度和顧客忠誠度之間的因果關係有顯著差異; 兩組的服務品質之觀點，顧客滿意度也有顯著差異。本研究也發現，兩組的顧客忠誠度沒有顯著差異。集群分析結果顯示，總共有三群顧客，包括普通顧客（56％），不忠誠顧客（31.5％）和忠誠顧客（12.5％）; 三群顧客的服務品質之觀點，顧客滿意度和消費者的生活形態有顯著差異。這些研究結果助於解決研究目的，並提供給台灣的虛擬合一超市企業一些貢獻。

關鍵字

單身 ； 非單身 ； 購物行為 ； 虛擬合一超市 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Background: Single group is increasing continuously in Taiwan. Facing with such big change in population, it is more difficult to supermarkets to meet the needs of each family style: singles and non-singles. Additionally, click-and-mortar retailers are hot nowadays. Supermarket with click-and-mortar chain has been developing in Taiwan. Given the issue of changing in population with its impacts on supermarket industry and the development of these supermarkets, an assessment of singles purchase behavior has really needed, especially in comparing with non-singles’ one.
Purpose: This research is conducted to assess the differences between single and non-single consumer behaviors with considering service quality, customer satisfaction, customer loyalty, and consumer lifestyle as moderating variables. In addition, this research wants to cluster customers, then to deploy marketing strategies for specific customer clusters. By this way, the paper would be used as reference to help managers of these supermarkets in Taiwan solving the problem of choosing the improving directions for their market to get optimal customer loyalty. Meanwhile, the results of comparison of causal relationships among service quality, customer satisfaction, and customer loyalty between single and non-single groups and results of cluster analysis would be used to assist investors assessing the potential market of these supermarkets in Taiwan before making investment decisions.
Method: The study used quantitative approach with collecting the data based on a survey. Literature review was carried out to find out the proposed research model. Then, a data analysis method includes factor analysis, structural equation modeling, and two-step clustering technique, which were used to help identifying the research findings.
Conclusion: There are total of 359 valid questionnaires without missing information and data were been collected for this study. The findings show that there are the differences between singles and non-singles with regard to behavioral characteristics; relations among service quality, customer satisfaction, and customer loyalty; as well as perceptions to service quality and level of customer satisfaction. The study also found that the two groups have no difference about customer loyalty level. Results of cluster analysis revealed that there are three clusters including on-off customer (56%), disloyal customer (31.5%) and loyal customer (12.5%), which show the differences related to perceptions to service quality, customer satisfaction and consumer lifestyle. These findings help to solve the problems of research objectives and provide significant contribution to Taiwan’s supermarket industry.

並列關鍵字

Singles ； non-singles ； consumer behavior ； click-and-mortar supermarket ； service quality ； customer satisfaction ； customer loyalty

參考文獻

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