中部地區消費者量販店選擇因素之研究

本研究探討消費者對量販店之選擇因素，並擇定中部地區量販店為研究對象。應用德菲法之原理與技巧，經由網路廣泛蒐集資訊及與習慣前往量販店之消費者進行深度討論，歸納整理消費者對量販店消費所重視的因素，設計第一階段問卷發放予曾前往中部地區三家以上量販店的消費者，依其認為的重要因素進行勾選，問卷回收後經統計整理而得到重要關鍵因素，再設計第二階段適於AHP層級分析法之問卷型式，亦針對曾前往中部地區三家以上量販店的消費者進行發放，再將問卷資料以統計套裝軟體進行計算。結果發現消費者對於量販店所重視的面向權重值由高而低順序分別為「服務品質」、「商品價格」、「商品內容」、「實體環境」；重要關鍵因素之整體權重值以「商品價格資訊完整」、「商品促銷如DM、電郵」、「退換貨機制」為排序的前3項，而以「是否有提款機」、「交通是否便利」、「有無廁所」為排序的後三項，本研究據此提出7項具體建議供作參考。

關鍵字

量販店；關鍵因素； AHP層級分析法

並列摘要

The study discussed factors of consumers choosing hyper market in central area of Taiwan. Apply the principles and techniques of Delphi method, via the Internet and the extensive collection of information and access to consumer habits in-depth discussion of the hyper market, organize induction factors that consumers pay attention to the hyper market consumption, design of the first stage of the questionnaire had been released to go consumers central area of Taiwan of more than three hyper markets, according to their important factors considered were checked, obtained by statistical processing key to recovering factors questionnaire, and then the second stage is adapted questionnaire design type AHP's, also for consumers had been to the central area of Taiwan of more than three hyper markets were issued, and then the questionnaire data to calculate statistical software package. The results showed that consumers weight for weight value hyper markets valued by the high and low order were "quality of service", "commodity price", "product Information", "physical environment"; overall weight values important key factors in the to "complete commodity price information", "promotion such as DM, e-mail", "return mechanism" for the first three sort of, but "whether there are ATM", "traffic if convenient", "have the toilet" after three sorting, this study proposes seven specific recommendations accordingly incorporated by reference.