統一超商咖啡行銷策略與消費者購買意向之研究─以顧客滿意度為中介變數

A Study of City Cafe Marketing Strategy and Consumers’ Purchasing Intention – Consumer Satisfaction as a Mediator

蔣秉松(Bin-Sung Chiang)

指導教授 ： 何淑熙

嶺東科技大學/管理學院/國際企業系碩士班/碩士(2019年)

摘要

本研究旨在探討統一超商咖啡的顧客滿意度對其行銷策略、與購買意向間之中介效果。資料來源是以臺中海線地區統一超商的消費者為對象。以信度分析、敘述性統計、及多變量迴歸分析等方法，來探討統一超商的消費者行銷策略、顧客滿意度與購買意向間之關係。實證結果顯示：在人口變項方面，年齡族群越大者，顯著的對統一超商咖啡的滿意度越高。而教育程度較低者，顯著的對統一超商咖啡的行銷策略較認同、滿意度較高且購買意向較高。在消費行為方面，若每週購買統一超商咖啡的次數越頻繁，顯著的其購買意向越高。若購買統一超商咖啡訊息來源是網路者，顯著得較認同統一超商咖啡的行銷策略、滿意度較高且購買意向較高。另外，行銷策略對購買意向呈正向顯著影響，特別是統一超商咖啡的訂價是可以接受的、統一超商咖啡贈品吸引我購買等策略。而行銷策略亦對滿意度呈正向顯著影響，特別是價格是購買咖啡的第一考量、統一超商咖啡的訂價是可以接受的，其價格是穩的、統一超商咖啡累積點數會使消費意願增加、統一超商咖啡贈品吸引購買等策略。顧客滿意度對消費者購買意向也呈正向顯著影響，特別是統ㄧ超商服務人員具有良好的專業知識與效率、「統一超商商店咖啡通路及生產地值得信賴、統一超商店內咖啡品質有一定的水準、統一超商咖啡豆的新鮮程度與咖啡品質的穩定程度良好等品項。最後，顧客滿意度在行銷策略對購買意向產生中介效果，但是，是部分中介效果。

關鍵字

行銷策略 ； 顧客滿意度 ； 購買意向 ； 中介效果

並列摘要

This study aims to explore the relationships between marketing strategy, consumer satisfaction and consumers’ purchasing intention among the coffee in President Chain Store Corporation (City Cafe). Data are from the consumers of sea line in Taichung. The methods include reliability analysis, description statistics, and multivariate regression analyses to explore the relationship between consumers’ purchasing intention towards marketing strategy, consumer satisfaction. The empirical results show: in terms of the demographic variables, older consumers show higher consumer satisfaction than youngers. People with less education show higher consumer satisfaction and consumers’ purchasing intention than those who with better education. In terms of consumer behavior, those who buy more times coffee show higher consumers’ purchasing intention. Consumers who buy coffee from the network information show higher consumer satisfaction and consumers’ purchasing intention those other methods. Moreover, marketing strategy shows a significant positive effect on consumers’ purchasing intention particularly for price and gift of President Chain Store Corporation. Marketing strategy shows a significant positive effect on consumer satisfaction particularly for price, cumulative points and gift President Chain Store Corporation. Consumer satisfaction shows a significant positive effect on consumers’ purchasing intention particularly for service, quality and fresh. Finally, marketing strategy and customer satisfaction show significant positive effects on consumers’ purchasing intention intentions. Among these, customer satisfaction has a mediation effect on consumers’ purchasing intention intentions in marketing strategies, particularly for partial mediation effect.

並列關鍵字

Marketing Strategy ； Consumer Satisfaction ； Purchasing Intention ； Mediation Effect

參考文獻

參考文獻

一、中文參考文獻

1.王文正(2006)。產品知識及品牌形象對購買意願的影響--產品類別的干擾效果。未出版之碩士論文。大同大學事業經營研究所，台北市。

2.江順興(2003)。創業導向、行銷策略與經營績效關係之研究-以大陸台商為例。高雄第一科技大學碩士論文。

3.呂堂榮(2002)。國道客運業服務品質、顧客滿意度與移轉障礙對消費者行為意向之影響。未出版之碩士論文，國立交通大學運輸科技與管理學系。