整店的行銷活動與顧客知覺價值對購買意願之實證研究－以台灣家樂福量販店為例

A Case study for The Marketing Activity of Whole Store and Perceived Vaule of Customer for Purchase Intentions Based on the General Merchandise Stores by Carrefour in Taiwan

許維哲(Wei-Che Hsu) ； 張至忠(Chi-Chung Chang) ； 張耿睿(Keng-Jui Chang)

《經營管理論叢》 5卷2期 (2009/12) Pp. 57-77

https://doi.org/10.6872/OMR.200912_5(2).0018

摘要

本研究以顧客觀點，目的在探討量販店的整店行銷之促銷活動與顧客知覺價值對購買意願的影響。並以研究的結果與實際驗證來做探討。研究結果顯示，整店行銷之買千送百活動與顧客知覺價值有顯著性的影響。也就是當量販店舉辦買千送百活動是全店所有商品打折，包含現有的促銷商品，就是「打折再打折」的促銷活動。活動期間搭配業者所營造出良好購物氣氛與環境、商品陳列符合顧客需要，讓顧客逛賣場覺得非常舒服、愉悅等…顧客知覺價值對購買意願部分有顯著性的影響。顧客知覺價值中的功能性與價格價值，並不會影響顧客的購買意願。所以，顧客還是相信品牌，公司還是要建立品牌形象。藉由整店行銷之促銷活動與顧客知覺價值建立消費者的偏好與忠誠度，更可以為量販店累積良好形象，成為競爭優勢的來源。本研究的結論與貢獻，就是整店行銷之買千送百活動非常吸引顧客，在目前經濟不景氣中，讓顧客有「便宜」的感覺。

關鍵字

量販店 ； 整店行銷 ； 買千送百活動 ； 顧客知覺價值 ； 購買意願

並列摘要

The purpose of the research the views of consumers to explore the discount store promotional activities (100 activities to send thousands to buy) and the customer perceived value of the impact on purchase intention. Finally to the results of the study to do with the actual authentication discussed. Survey by the Department of comparison and analysis of the whole, the study found that: 1, buy send a hundred thousand activities and customer perceived value has a significant impact 2, Customer perceived value on the purchase of the will of no significant impact 3, Activities to send a hundred thousand to buy and willingness to purchase a significant impact 4, Different demographic variables to send a hundred thousand in the activities of buying, the customer perceived value and willingness to structure the purchase of some significant differences in levels of gender on willingness to buy there were significant differences in buying professional to send a hundred thousand activities, customer perceived value and purchase intention were significantly differences in level of education to send a hundred thousand in buying activities, customer perceived value there were significant differences in family income to send a hundred thousand in buying activities, there were significant differences in purchase intention, marriage to send a hundred thousand in buying activities, there were significant differences in willingness to buy. For these findings, the Department will be to study the conclusions of the whole and make recommendations for the provision of discount store industry to improve the strategy of the future reference.

並列關鍵字

Store-wide Integrated Marketing ； Discount Store ； Buy Send a Hundred Thousand Activities ； Customer Perceived Value ； Purchase Intetion