消費者商店環境知覺對再購意願之影響－以彰化水族連鎖店為例

A Study of the Influence on Repurchase Intentions of Customer Store Environmental Perception-Using Aquarium Chain Store at Changhua City as an Example

邱聯榮(Lang-Roy Chiou) ； 王梅子(May-Zi Wang)

《運動休閒產業管理學術研討會論文集》 2期 (2008/04) Pp. 19-34

https://doi.org/10.29463/2008chanye.200804.0019

摘要

本研究之目的在分析彰化水族連鎖店消費者對商店環境知覺重視程度、滿意程度與再購意願之反應情形，此外要瞭解不同人口統計變項之消費者在商店環境知覺重視程度、滿意程度與再購意願間之差異，以及消費者商店環境知覺滿意程度各因素對消費者再購意願之預測力。研究採便利之抽樣方式，以彰化水族連鎖店消費者為研究對象，得有效問卷159份。經統計分析後，本研究有以下的發現：1.消費者對商店環境知覺的重視程度方面，對「內部整潔」非常重視的消費者人數最多。2.消費者對商店環境知覺的滿意程度方面，對「內部燈光明亮度」非常滿意的消費者人數最多。3.消費者對再購意願之「價錢合理」非常同意的消費者人數最多。4.消費者對於彰化水族連鎖店的商店環境知覺各因素的滿意程度趨向於「滿意」。再購意願方面趨向於「願意」的反應。5.在人口統計變項方面，不同性別、購買金額之變項並不會影響「商店環境知覺」與「再購意願」。但不同年齡與學歷之變項會影響「商店環境知覺」與「再購意願」。6.商店環境知覺滿意程度之「照明美觀」與「動線規劃」二個變項，對「再購意願」最具有影響力。根據分析結果，水族量販店應提升顧客之商店環境知覺，以增進顧客之再購意願。

關鍵字

消費者 ； 商店環境知覺 ； 再購意願 ； 連鎖店

並列摘要

The purpose of this research is to analyze the consumer reaction of store environment, satisfaction and repurchase intentions. Besides, this study is designed to compare different demographic consumers, difference on store environmental perception, satisfaction and repurchase intentions. And what powerful store environmental perception variable can predict consumers, repurchase intentions. The questionnaires were given to consumers in aquarium chain store at Changhua city. We used convenient sampling method and 159 effective questionnaires were collected. After statistics testing, six results are shown: 1.In terms of value of store environmental perception, mostcomsummers place importance on ”stroe cleanness”. 2. In term of satisfaction of store environmental perception most comsummers place important on ”bright lighting in store”. 3. In term of repurchase intentions, most comsummers place importance on ”reasonable price”. 4. Most comsummers perceived higher satisfaction and their repurchase intentions were placed at ”agree” item. 5. In terms of consumers ”store environmental perception” and ”repurchase intentions”, there is no significance difference on different sex, andpurchasing price. However, there is a significance
difference on different age and education background. 6. In term of satisfactory of store environmental perception, two variables ”pleasing light” and ”line planning” have great influence on ”repurchase intentions”.
Based on these findings, aquarium chain store can increase consumer store environmental perception by improving perceived quality to drive consumers have ”repurchase intentions”.

並列關鍵字

Consummer ； Store Environmental Perception ； Repurchase Intentions ； hain Store