本研究主要探索台灣生活型態提案店之顧客價值階層圖(HVM),以瞭解台灣消費者在生活型態提案店購買商品時,所重視之商品(或商店)屬性與所希望獲得的結果如何連結,以及這些結果如何滿足其心理價值。並針對不同商品消費族群,比較各族群顧客價值層級之差異,以提供業者瞭解消費者實際需求與最終追求的目標,創造更高的顧客價值服務。本研究以方法目的鏈及階梯法作為研究之工具,針對60位受訪者進行一對一深度訪談,研究結果發現,在總體受訪者中,顧客重視之屬性為「品質」、「服務」與「氣氛與裝潢」,期望達成之最終價值為「心情愉悅」與「享受」。在不同類別之客群中,小物類別之顧客較為重視「來源國」的屬性以及「安心踏實」之價值;衣料與生活雜貨類別皆較重視「心情愉悅」,但前者重視「品質」屬性,後者則重視「服務」屬性。此結果有助於提供相關業者進行相關行銷策略規劃。
This study was conducted to explore Taiwanese customer hierarchical value map of a lifestyle store and to understand how Taiwanese customers visiting such a store associate preferred product (or store) characteristics with desirable outcomes . Additionally, this study investigated how such outcomes can satisfy the psychological needs of the customer. Moreover, we compared the differences between the hierarchical values of various customer groups to assist store managers in comprehending actual customer needs and goals and enhancing customer value through service. This study applied a means–end chain method and a laddering approach to conducting one-on-one, in-depth interviews with 60 participants. The results revealed that customers emphasized the characteristics of quality, service, and store atmosphere and decoration. Additionally, the value expected by the customers entailed a sense of delight and enjoyment. Regarding the characteristics emphasized by dissimilar customer groups, customers who preferred small items of merchandise mainly focused on the aspect of country of origin and a sense of relief and ease. By contrast, customers who prefer clothing and daily necessities primarily emphasized a sense of delight. This finding indicates that the customer group preferring small items of merchandise accentuates quality characteristics, whereas the customer group preferring clothing and daily necessities focuses on service characteristics. The results of this study can serve as a reference for associated store managers in planning and implementing related marketing strategies.