餐飲特色商品對經營便利商店的影響

The impact of food product characteristics on the operations of convenience stores

劉信良(Hsin-Liang Liu)

指導教授 ： 李培齊

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.00517

摘要

隨著社會脈動，連鎖便利商店競爭越顯激烈，其中便利商店餐飲商品為各便利商店間最主要之差異化商品，因此本研究將以便利商店的餐飲商品作探討與便利商店獲利間之關係，研究目的在於探討便利商店中最競爭的新北市便利商店區域裡，其消費者對於7-11餐飲形象之認知，並進一步探討其新北市門市餐飲商品與獲利之關係，提供業者後續經營之參考。本論文的主要研究問題為:
一、新北市便利商店顧客購買餐飲商品時會受哪些項目影響?
二、便利商店持續與消費者溝通商品品質、便利商店購物多元化、商品獨特性、服務品質、購物空間增加對消費者購買意願是否有影響?
三、在便利商店業者提供餐飲商品中，哪些作法會影響消費者購買意願與獲利間之關係？
本研究透過各商圈店數在新北市門市數之佔比作發放門市店數參考，共計發40店，每店50份問卷，合計2000分問卷，回收1732份問卷。研究結果發現：
一、消費者購買意願提高，才可帶動便利商店餐飲商品來提高便利商店獲利。
二、消費者購買意願對於便利商店餐飲商品認知、便利商店商品特色為關鍵的影響中介變數。
三、最具有獨特性或者差異化之商品對獲利貢獻並無顯著性。

關鍵字

便利商店 ； 鮮食 ； 餐飲 ； 購買行為

並列摘要

Along with the social development, the competition of convenience chain store has intensified day in and day out. Among all the competitions, food and beverage products are the major differentiative target. Therefore, this thesis will try to explore the impact of food and beverage products on store profits. The purpose is to investigate consumers’ perceptions toward the food and beverage products offered by 7-11 stores within the New Taipei City area that is the most competitive area. In addition, the profit genearting strength of food and beverage prodcuts will also be examined in order to provide suggestions regarding store operations and management. The main research questions are:
1.What types of product would influence consumers to purchase food and beverage products?
2.What would be the impact of continuously communicating product quality, diversified consumption experiences, uniqueness of the products, service quality, and shopping space on purchase intention?
3.In offereing food and beverage products, what activities would exert impact on the relationship between purchase intention and profit?
The study distributed questionnaires to 40 stores which is determined by the number of stores in each commercial areas throughout the New Taipei City area. Each store sent out 50 questionnaires totaling to 2000 questionnaires. Out of those 2000 questionnaires, 1732 were collected. Results of the study include:
1.Increase consumers’ purchase intention would enhance store profitability brought by food and beverage products;
2.Consumers’ purchase intention is an important mediating variable for consumers’ perception toward food and beverage products as well as the distinguished attributs of the product;
3.Uniqueness and differentiation would have no impact on profitability.

並列關鍵字

Convenience store ； consumer ； fresh food ； dining and purchase behavior

參考文獻

萊爾富國際股份有限公司：http://www.hilife.com.tw/

許士軍（1987）。管理學。台北：東華書局。

甘美玲（2006）。知覺價格、知覺品質、知覺價值對購買意願之關係研究-以消費者購買數位內容產品為實證。國立成功大學高階管理碩士在職專班碩士論文。

雷達文譯（2000）。Adrian J. Slywotzky, David J. Morrison, Ted Moser, Kevin A. Mundt and James A. Quella著。利潤模式（初版）。台北市：中國生產力。

Kotler and Armstrong （1990）. Marketing: An Introduction. Englewood Cliffs, N.J.: Prentice-Hall.