促銷方式與商店形象對消費者購買意願之影響-以服飾業為例

本研究旨在探討促銷方式、商店形象對消費者購買意願之影響。選擇服務業為研究對象，以大台中地區挑選6家門市購買服飾的顧客進行抽樣調查，採用非隨機便利抽樣蒐集問卷資料，發出200份問卷，回收有效問卷186份，有效問卷回收率為93%。資料回收後採用敘述性統計、單因子變異數、相關分析及迴歸分析檢定研究假說，研究結果發現：(1)廠商採行不同價格促銷方式對消費者的購買意願會有差異，(2)商店形象對消費者購買意願會有正向的影響效果，(3)商店陳列對購買意願會有正向的影響效果。綜合本研究實證結果後發現，服飾業在進行促銷活動時，消費者面對業者推陳出新的促銷方式中仍偏好服飾折扣的促銷方式，且消費者著重的是促銷活動本身，不同的促銷方式消費者在商店形象的知覺上並無差異，但商店形象對於購買意願是具有正面的影響效果，尤其在陳列相關構面上，愈能滿足消費者的期望其購買意願則愈高。

關鍵字

促銷方式；商店形象；商店硬體設施及交通；商店陳列；服務相關；購買意願

並列摘要

This study mainly discusses the effect of sales promotion and store image on customer’s purchase intention. In the research, we picked apparel industry as our object. The survey sampling was conducted in Taichung area. Customers are chosen in 6 retail sales stores, adopting non-probability sampling. In total, 200 questionnaires were distributed, of which 186 were valid, with effective response rate of 93%. The statistical methods used in this study to test the hypothesis include: Descriptive Statistic, one-way ANOVA, Canonical Analysis, and Regression Analysis. The results are as follows: (1) Customers’ intention of purchase varies when the stores adopt different methods of promotion sales. (2) Store image has a significant effect on the purchase intention of customers. (3) How the products are displayed in the store has significant effect on customers’ intention of purchase. In conclusion, despite the fact that apparel industry undergoes various sales promotions, customers still prefer discounts to all the others ones; moreover, what the customers concern is the promotion campaign itself. Different ways of promotions have no significant effects on customers’ perception of the store image, which, however, actually has significant effects on customers’ purchase intention. Especially when it comes to how the products are displayed and exhibited. The closer it reaches the customers’ expectation, the stronger intention of purchase they will have.