台灣的量販店業發展至今已二十年,量販店的數量逐年增加,且量販店的賣場規模越來越大,在如此激烈競爭的環境下,低成本策略已經成為量販店必要的策略條件之一。在這個環境下,量販店互相搶奪客源,各個業者費盡心思想要在價格以外創造出另一項具競爭力的條件。 本研究以台灣三大量販系統之家樂福、大潤發、愛買之中部地區賣場為研究範圍,探討量販店所提供之「服務保證」對於消費者的「價格知覺」及「購買意願」之間的關係。本研究以問卷調查方式,對於曾經於量販店消費的消費者做調查。調查結果共搜集有效樣本325份,經SPSS統計分析工具對樣本資料做敘述性統計、交叉分析、信度分析、效度分析、因素分析、因素相關性分析及路徑分析,並檢定模式所探討的研究假說。 研究結果:(1)量販店之消費者只與職業呈顯著關係。(2)服務保證構面中的「使用意願」與「信任程度」因素對於購買意願呈正向顯著關係。(3)價格知覺構面中的「價格意識」、「價值意識」與「品質意識」等因素對於購買意願呈正向顯著關係。
It has been twenty years since the hypermarket industries first entered the Taiwanese market. The number of stores increases every year, so is the scale of each store. Under fierce competition, lowering costs becomes one of the essential strategies. Therefore, in order to gain more customers, the hypermarkets try to exhaust every avenue to create a competitive edge other than the low prices. This research focuses on the three biggest chains: Carrefour, RT-MART and a.mart , at the central region of Taiwan. We look at the correlation between the “Service Guarantees” offered by the hypermarket and the customer’s “Price Perceptions” and “Purchase Intention”. This research utilized questionnaires to survey people with hypermarket shopping experience. I obtained 325 samples, using SPSS to analyze the sample data, descriptive statics, reliability analysis, validity analysis, factor analysis, correlation analysis, and path analysis, then further to discuss & verify the model on the research hypothesis. The result we found: 1.) there is a significant correlation between the professions of the hypermarket shoppers’s purchasing behavior. 2.) the ”willingness of usage” and “degree of trust” of the “Service Guarantees” structure is in positive correlation with the “Purchase Intention”. 3.) the “Price awareness”, “Value awareness”, and “Quality awareness” of the “Price Perceptions” show positive correlation with the “Purchase Intention”.
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