消費者購買國軍福利站商品意願之研究-以中部某新兵訓練中心為例

隨著國軍兵役制度與消費者心態的改變，以及便利商店林立的多重壓力下，國軍福利站的經營正面對巨大的挑戰。在如此競爭激烈的壓力下，如何成功吸引新顧客並留住老顧客成為國軍福利站所必須重視的議題。而以往有關國軍福利站的經營議題多以量化研究為主，較少同時結合質性與量化研究，以深入了解影響官兵至國軍福利站購買意願之因素。因此，本研究首先以質性研究法－紮根理論(Grounded theory)－對成功嶺營區各階層之官兵實施深度訪談，同時透過訪談紀錄的整理與編碼，歸納整理出影響官兵至國軍福利站購買意願之因素；其次，再以量化研究－問卷調查法－調查統計這些影響國軍福利站購買意願因素之重要性，並加以排序；最後再依據影響國軍福利站購買意願因素之重要性依序提出改善國軍福利站經營策略之具體建議，以作為未來國軍福利站提升其營業績效及滿意度之參考。

關鍵字

國軍福利站；購買意願；紮根理論

並列摘要

Along with the changes within the national military system, consumer attitude and the burgeoning number of convenience stores, the operation of the military welfare commissary is facing a tremendous challenge. How to thrive in a competitive environment and how to successfully attract new customers and retain existing customers in the military welfare commissaries have become important issues to focus on. Furthermore, previous studies related to the operations of military welfare commissaries have always been focusing on the quantitative research. In other words, there are still few studies that conduct both qualitative and quantitative research in order to deepen the knowledge of factors that influence consumer’s purchase intention when buying at military welfare commissaries. Therefore, this research initially applied the qualitative method based on the grounded theory by conducting in-depth interviews with various levels of military staff at the Cheng Kung Ling Camp. Simultaneously the interview transcriptions were sorted out and coded in order to identify and classify the factors influencing the purchase intention of soldiers at the military wealth commissaries. Furthermore, these results would be quantitatively analyzed based on the questionnaire method. The questionnaire and statistics were meant to measure the importance and sequence of the factors that influence the soldiers’ purchase intention to buy at the military wealth commissaries. Finally the research results (i.e., the sequence of importance of the factors that influence the customer purchase intention at the military welfare commissaries) would be used as a reference to provide concrete suggestions for the military wealth commissaries when designing their strategies so that they can enhance operational performance and customer satisfaction.