- 學位論文
探討多國籍量販店於購物情境、策略體驗對再購意願之干擾效應
Moderating Effect of Hypermarket’s Origin of country in the Relationship Linking Situational influence, Experiential marketing, and Repurchase intentions
摘要
目前國內量販店的經營走向大型化、連鎖化及國際化的經營型態，形成同性質量販店同業競爭，量販店在汰弱擇強的市場環境中，除了繼續執行產品低價競爭的優勢策略，更須考量購物情境與體驗的影響，提升顧客滿意度來達成再購意願之最終目的。 本研究欲透過量販業作為研究對象，了解量販店能在價格的因素之外，能否透過購物情境與體驗的結合來影響再購意圖，並從量販店的多國籍型態來看其行銷手法在顧客滿意度與再購意願的差異上來加以詮釋，以此提供給業者作為實務參考。 本研究經實證研究得到下列重要結論: 1.購物情境能直接正向影響策略體驗與顧客滿意度。 2.購物情境透過「策略體驗」影響顧客滿意度之間接效果大於直接效果；購物情境與體策略體驗分別透過「顧客滿意度」影響再購意願之間接效果大於直接效果，亦即「策略體驗」與「顧客滿意度」具有中介效果。 3.經由多群組分析後發現，多國籍企業在顧客滿意度及再購意上呈現干擾效果，且IKEA干擾效果較為顯著。在顧客滿意度與再購意願的關係上。其不同的情境鋪陳與行銷手法，會使顧客在滿意度評價與再購行為的表現上，優劣紛呈。
並列摘要
The trend of channel consolidation drives small business out of market and remains are those who are affiliates of amalgamating or multinational companies running the chain store structure. The fierce competition among major player leads to the result of low profitability, give their investment in many aspects of management. The evolution of business competition will wipe put the weak ones as such the key success factors to survive is avoid throat-cutting price competition as the resort, while considering the situational influences and experiential marketing stimuli as the tool to enhance the level of customers satisfaction as the antecedent of their re-purchase intention or behavior. The motivation of this research paper is to conduct an empirical study to investigate whether the shopping situations and experiential marketing stimuli exert influence upon customers’ re-purchase intention or behavior. Next, we investigate the mediating role of customer satisfaction in their relationship links. We also try to reveal the moderating effect of hypermarkets’ origin of country in the relationship between customers satisfaction and re-purchase intention. The objective of this study is to, based on the finding, mark suggestions to hypermarket management for performance improvement. The outcome of our study is as follows： 1. Shopping situation has positive influence upon customers’ satisfaction. 2. Shopping situation, if reinforced by the setting of experiential marketing, will increase the degree of customer satisfaction rather than if shopping situation does alone. It manifests the effect of mediating role of experiential marketing efforts. 3. The outcome of multi-group analysis evidences the moderating effect of hypermarkets’ origin of country. This implies that customers have preoccupied perception toward the brand equity of a particular hypermarket, which in turn effects the relationship link between customers’ satisfaction and re-purchase intention or behavior. The managerial implication is that differentiated situational and experiential customers’ satisfaction and their repurchase intentions.