連鎖便利商店顧客購買行為及商店印象之研究－以嘉義市及台北縣為例

A Study of Buyer's Behavior and store's Impression in Chain Convenient Stores - Example of Chiayi City and Taipei County

劉耀中(Yao-Chung Liu)

《農業經營管理年刊》 7期 (2001/12) Pp. 171-194

摘要

近年來國內連鎖便利商店蓬勃發展，造成了產品行鎖通路革命，傳統製造業優勢已轉變為通路優勢，因此許夕專學者對此種變化相繼投入了許多觀察和研究。本研究則針對連鎖便利商店之顧客購買行為侑商店印象進行探討，樣本以嘉義市消費者為主，並輔以次級資料台北縣消費者購買行為及商店印象進行分析。研究結果如下：
1、 商店印象屬性之重要性
嘉義市以商店的品質好、新鮮度佳為第(5.45)；其次為商品價格標示清楚(5.32)。台北縣以商品品質好、新鮮度佳(5.57)為第一，其次為商店商譽好、信用佳(5.38)。
2、 商店印象屬性之滿意度
嘉義市以營業時間長、方便購物(4.84)為第一，其次為商品的品質好、新鮮度佳(4.67)，台北縣則營業時間長、方便購物(5.06)為第一，其次為商店店址離家或公司近(4.83)。

關鍵字

連鎖便利商店 ； 購買行為 ； 商店印象

並列摘要

The prosperity of chain convenient stores that turns the manufacturer’s market into the distributors caused a revolution I channels. The object of this study is to analyze the consumer’s satisfaction rate of buyer’s behavior and store impression of chain convenient stores. The primary data is consumers on Chiayi city. In order to compare the consumers satisfaction rate by Taipei County citizen.
1. The importance of stores impression.
The first is quality and fresh of Products (5.45), next price mark clear (5.32) of Chiayi citizen, Taipei county citizen is quality and fresh of product (5.38), next prestige of stores, credit is better(5.38).
2. The satisfaction rate of stores impression.
The first is convenience buy long time open of stores (4.84), next quality and fresh (4.67) of Chiayi citizen, Taipei citizen is convenience buy and long time open of stores (5.06), next near home of stores position (4.83).

並列關鍵字

chain convenience store ； buyer's behavior ； store's impression