摘 要 近年來,由於電子商務的崛起,消費者只要在家裡上網就可以買到生活用品及柴、米、油、鹽等商品,只要透過網路購物就可宅配到府,對實體通路造成不小的衝擊,再加上消費者意識的抬頭,全球連鎖零售業的經營方式與型態產生大幅度的變化,連鎖零售業的經營型態更面臨了轉型的考驗,因此,要如何讓「消費者感受到其實逛街購物也可以很幸福」,同時強化實體店面的體驗價值,讓消費者願意到實體通路上門消費,才是最重要的事。 本研究目的是探討口碑、消費情境、消費價值對購買意願之影響,並以台中市的消費者為研究對象,共計發放377份,有效回收率94%,並採用SPSS統計軟體作為分析統計之工具,經由分析後,研究結果如下: (1)口碑對消費價值具有正向顯著影響。(2)消費情境對消費價值具有正向顯著影響。(3)口碑對購買意願具有部份顯著影響。(4)消費情境對購買意願具有正向顯著影響。(5)消費價值對購買意願具有正向顯著影響。 關鍵詞:口碑、消費情境、消費價值、購買意願、信任
Abstract In recent years, owing to the rapid development of e-commerce, consumers are used to buying articles for daily use as well as the daily necessities on the Internet at home, and the goods they buy on the Internet can be delivered to their doors, which turns out to be a great shock for the physical channel. Moreover, the consumer’s consciousness rises, and the operation mode and pattern of global retail chains witness dramatic changes, thus the operation pattern of chain retails is faced with the challenge of transformation. Therefore, it is quite important to intensify the experience value of physical store to attract customers to physical stores for consumption and also make “consumers feel happy in the street shopping”. The study aims to discuss the impact of reputation, consumption situation, and consumption value on consumers’ purchase intention. With people from all walks of life in Taichung City as the research subjects, totally 377 copies of questionnaire were distributed, and the return ratio was 94%. After the analysis by utilizing the SPSS statistical software as the analytical and statistical tool, the research conclusions are as follows: (1) Reputation has a positive and significant influence on consumption value;(2) Consumption situation has a positive and significant influence on consumption value;(3) Reputation has some significant influence on purchase intention;(4) Consumption situation has a positive and significant influence on purchase intention;(5) Consumption value has a positive and significant influence on purchase intention. Key words:Reputation, Consumption situation, Consumption value, Purchase intention, Trust