租書消費之顧客價值探討：商店形象觀點

A Study of Customer Value in Book-renting Consumption：Store Image Perspective

李俊毅(CHUN-YI LEE)

指導教授 ： 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

摘要
現今的消費模式較以往更加複雜且難掌握，且消費者的選擇更加豐富多元，業者必須在產品和服務之外，格外重視對消費者感受的回應，並依據消費者的觀點，提供符合其需求的產品和服務，以促進消費者或取更高的價值與滿意。本研究以十大花蝶租書館之60位會員為研究對象進行軟式階梯法訪談，主要目的在應用商店形象觀點建構商店形象對消費結果和顧客價值之階層模式，並由此商店形象對顧客價值影響之相關命題。研究結果發現：（1）商店形象包含12項屬性要素、14項消費結果要素、8項顧客價值要素；（2）商店形象分為便利、商品、促銷、服務、以及實體設施和商店氣氛五項構面；消費結果分為功能性、心理性、以及社會性結果三構面；顧客價值分為社會、情感、功能、知識價值四構面，並發展出13項相關命題。最後，除解釋研究意涵，也提出未來研究方向與實務建議。

關鍵字

方法目的鏈 ； 商店形象 ； 消費結果 ； 顧客價值

並列摘要

Abstract
Nowadays, it is more complex and harder to control the Pattern of Consumption than before. As customers have plenty of choices, entrepreneurs must especially take into account of responses observed or reflected by consumers other than just put emphases on products and service. In the same way, to make consumers feel good and happier, entrepreneurs have to provide products and service which meet consumers’ needs.
This research mainly interviews sixty members chosen from ten of Starfly rental-bookstores by using soft-laddering technique. Our purpose is to build up a hierarchical model which relates to the consumption result and customer value by applying the store image into the model. Based on our research, we also discuss the relative propositions about the influence of the store image to customer value. The results are as follows: (1) the store image includes twelve attribute factors, fourteen consumption result elements, eight customer value factors; (2) the store image is reflected by five aspects which are convenience, product, promotion, service and physical equipment；the consumption result is formed from functional, psychological and social variables. The customer value is formed from four variables which are society, emotion, function, and knowledge value. Moreover, there are thirteen relative propositions developed. We are going to explain our findings as well as propose some future research directions and practical suggestions in the final section.

並列關鍵字

store image ； consumption result ； customer value ； the chain of means and ends

參考文獻

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