消費者對大型量販店之商店印象構成研究 －以桃園地區為例

The Composition of Consumer’s Store Image in General Merchandise Store： Tao Yuan Area as an Example.

張進德(Jin-De Chang)

指導教授 ： 莊修田

中原大學/設計學院/室內設計研究所/碩士(2002年)

https://doi.org/10.6840/cycu200200028

摘要

量販店，在法令改變與市場刺激下，逐漸由以往以「量」取勝之經營模式（著重於設立新點），轉變為現今之對「質」的提昇（企業形象的塑造、賣場氣氛的營造、其他附加的服務、娛樂休閒的提供與企業間串聯）。雖然在經營者的努力之下改善了許多事物，但消費者卻不見得有相同的看法。

本研究利用現場問卷調查方式，調查桃園地區消費者對於大型量販店的「商店印象」構成，並進一步分析「商店氣氛」構面與「空間組成元素」間的關係。研究結果發現：消費者對大型量販店之商店印象構成共分為「商品」、「服務」、「商店氣氛」與「便利性」等四個構面。在「商品」構面中消費者最重視的是商品品質；「服務」構面中最重視的是店員服務；「商店氣氛」構面中最重視的是乾淨整潔；「便利性」構面中最重視的是停車方便。商店印象之組成構面重視度排行為：便利性構面、商品構面、商店氣氛構面、服務構面。

經相關檢定，發現所有「空間組成元素」與「商店氣氛」構面的重視程度間具有顯著相關，並且經逐步迴歸分析發現，60項「空間組成元素」中共有「賣場硬體設備」、「停車場指標明確度」、「促銷廣播」、「量販部分商品陳列方式」、「廁所、服務台等服務性設施之氣味」、「量販部分人工照明色溫」與「其他附加設施」等7項入選，這7項因素聯合對「商店氣氛」構面的重視程度具有38.2﹪的預測力，其中以「賣場硬體設備」的預測力最佳，預測17.1﹪的變異量。

本研究結果將有助於對大型量販店商店印象構成及其空間組成能更深入了解，更提供經營業者與設計者在空間經營管理之參考。

關鍵字

商店印象 ； 空間組成 ； 量販店

並列摘要

The general merchandise store is, as enactments change and market stimulates, gradually changing from past quantity-oriented business model, emphasized on setting up new branches, to recent quality-improved one, characterized as business image’s creation, store atmosphere’s formulation, extra services, entertainment and relaxation provision, and business correlation. Although circumstances are ameliorated by the operators, consumers may not agree anyway.

The study makes use of questionnaire on the spot to investigate the composition of consumer’s store image in general merchandise store in Tao Yuan area. By this way, it can further analyze the relationship between store atmosphere’s dimension and store composition’s elements. The analyzed results find that there are four dimensions of the composition, i.e., merchandise, services, store atmosphere and convenience. Firstly, the merchandise quality is most valued by consumers in merchandise dimension, so as clerk services to services, neatness to atmosphere, and parking convenience to convenience dimensions respectively. In addition, the weight value of all dimensions ranks from convenience, merchandise, store atmosphere, to services accordingly.

Related certification shows obvious connection between all store composition’s elements and the weight value of store atmosphere’s dimension. Furthermore, there are 7 items elected among 60 store composition’s elements by stepwise multiple regression, which are store’s hardware facilities, parking lot’s sign clarity, promotion advertisements, style of general merchandise exhibits, odor of serving facilities, e.g. toilets and information, artificial lighting’s color temperature, and extra facilities. The 7 elements jointly predict 38.2% of the weight value of store atmosphere’s dimension. Among them, store’s hardware facilities predict the best, which accounts 17.1% of total variances.

The study results will help further understanding of the image composition of general merchandise store and its store composition. Furthermore, it will also provide the operators and designers a reference of space management.

並列關鍵字

general merchandise store ； store composition ； store image

參考文獻

Kunkel, John H.and Leonard L. Berry（1968）,“A Behavioral Conception of Retail Image,” Journal of Marketing, vol.32,pp.21-28.

Roland E. Milliman （1986）,“The Influence of Background Music on the Behavior of Restaurant Patrons,”Journal of Consumer Research,vol.13 , September ,pp.286-289.

參考文獻

一、論文部分

丁昌言 （1999） 「店頭行銷媒體對消費者購買行為的影響－以感官式貨架招貼為例」，國立台北大學企業管理學系碩士論文。