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內容分析建構量販店商店形象決定因素之研究

Exploring Determinants of the Store Image of Mass Merchandisers by Content Analysis

摘要


過去衡量商店形象的作法大都以屬性面的因素來評估,可能無法得到商店形象的全貌。本研究以量販店為研究業態,探究商店形象決定因素的特性,分別整理出屬性和非屬性的因素。本研究對商店形象決定因素進行兩個探索性研究,以非結構衡量技術中的兩個不同之開放式問題來收集資料,比較兩個研究的差異性,以探究消費者對商店形象的認知型態。對台灣本島的居民以地理區域進行兩次分層隨機抽樣,得到兩組研究樣本(有效樣本分別為1020人,1150人),分別以電話訪問進行兩個研究,第一個研究的問題是針對選擇量販店時所考慮的因素,第二個研究的問題是針對量販店的印象,兩個研究均以內容分析處理資料及編碼。第一個研究得到的量販店商店形象決定因素絕大多數是具屬性特質的(除了「商店形象好」是非屬性的之外),共分為10大類:1.商品種類2.商品品質3.佈置及陳列4.必備服務5.輔助服務6.商店地點7.賣場環境及氣氛8.價格及促銷9.營業便利性10.實體設備。第二個研究得到的量販店商店形象決定因素有5大類:1.商店客觀屬性2.比較評價屬性3.整體感覺4.範例5.附屬動機,但發現後3類是屬於非屬性的因素。因此經由此兩個研究證實量販店商店形象決定因素是屬性與非屬性同時存在的。本研究的特色在於經由嚴謹的內容分析的進行步驟及說明,以及信效度的檢測,提供商店形象的非屬性思考方向。

關鍵字

內容分析 量販店 商店形象

並列摘要


This study focuses on discovering determinants of store image of mass merchandisers. After studying some papers about store image's determinants in the past, we have found that those studies describing store image were limited to partial attributes. Therefore, they cannot capture whole picture of the store image. By using unstructured measurement techniques to collect data from open-ended questions, we choose two proper questions for two separate studies that are acquired from a pretest from 80 persons to assure validity to ask subjects. We utilize the stratified random sampling method to get samples in Taiwan for our two studies (valid samples: n1=1020, n2=1150), and then do telephone survey. From study 1, we classify themes into 10 factors by content analysis, of which the determinants of mass merchandisers' store image include: 1.assortment of merchandise 2.quality of merchandise 3.layout and display 4.essential service 5.accessory service 6.location of store 7.store environment and atmosphere 8.price and promotion 9.convenience of sales 10.physical facility. All 10 factors are attribute-based. We find that one theme belongs to be nonattribute-based although it is not classified into any category. That theme ”good store image” is particularly worth noting. From study 2, we find more nonattribute-based themes and factors of store image and conclude that those descriptors about store image are not only attribute-based but also nonattribute-based.

參考文獻


Baker, J.,Parasuraman, D. G. A.(1994).The Influence of Store Environment on Quality Inferences and Store Image.Journal of the Academy of Marketing Science.22(4)
Berman, B.,Evans, J. R.(1995).Retail Management: A Strategic Approach.Englewood Cliffs, NJ:Prentice-Hall.
Berry, L. L.(1968).The Components of Department Store Image: A Study of Three Selected Department Stores in Phoenix, Arizona.
Bolen, W. H.(1988).Contemporary Retailing.Englewood Cliffs, New Jersey:Prentice-Hall International, Inc..
Boulding, K. E.(1956).The Image: Knowledge in life and society.Ann Arbor, MI:University of Michigan Press.

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利秀滿(2006)。量販店創新策略與商店形象對消費者 購買意願之影響︰ 消費者創新特質調和效果之探討〔碩士論文,元智大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0009-0807200623003800
張永鑶(2007)。便利商店贈品促銷與購買意願關係之研究-以知覺價值為中介變數〔碩士論文,國立臺北科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0006-2607200713074400
胡英錦(2008)。商店印象對購買行為與顧客忠誠影響之研究-以某平價連鎖商店為例〔碩士論文,國立臺北大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0023-3107200823331600

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