隨著資訊科技的進步與消費者意識的抬頭,企業應採取有效的直效行銷,增加核心競爭力,進而提高消費者的購買意願,以獲取最高利潤,為企業永續經營的目標。 本研究的主要目的是以核心競爭力的觀點來探討直效行銷對購買意願的影響之研究。 本研究以家樂福消費者與銷售人員為問卷發放對象,共回收有效問卷為211份,並以因素分析和迴歸分析等方法來進行數據分析。 研究結果顯示(1)直效行銷對核心競爭力有顯著正向影響;(2) 核心競爭力對購買意願有顯著正向影響;(3) 直效行銷對購買意願有顯著正向影響;(4) 核心競爭力對直效行銷與購買意願具有中介效果 最後,本研究希望藉此研究之結果,能提供零售商在執行直效行銷上有些許的建議與參考依據。
With the improvement in information technology and the rise of consumer consciousness, corporate need to adopt effective direct marketing to increase their core competence. Therefore, increasing consumers’ purchase intention to obtain the highest profit is the objective of a sustainable enterprise. The main purpose of this study is to investigate the effects of direct marketing on purchase intention from the perspective of core competence. 211 survey data were collected from customers and sales person of Carrefour industry. Factor analysis and regression analysis were adopted to analyze the data. The results indicated that (1) the direct marketing are positively related to core competence; (2) the core competence are positively related to purchase intention; (3) the direct marketing are positively related to purchase intention; (4) the core competence had a mediator effect between the direct marketing and purchase intention. Finally, it is hoped that the outcomes of the study can offer suggestions and reference to the corporations that expect to explore the direct marketing.