消費者選擇便利商店購買因素之研究-以台中市便利商店為例

The Purchasing Factors of Consumers’ Choice in Convenience Store –The Case Study of Convenience Store in Taichung City

李嘉仁(li jia ren)

指導教授 ： 楊坤鋒

亞洲大學/管理學院/經營管理學系碩士班/碩士(2007年)

摘要

在現今競爭激烈的環境下，各個產業能夠擁有企業獨特的特性是非常重要的，所以本研究所討論的便利商店也不例外。便利商店就目前來看其實是一個很成熟且穩定獲利的產業。沒有永遠獲利的產業，只有不斷創新進步才能永續經營，便利商店目前的成功，實為不易，未來更需對市場變化快速反應，因應各種新的挑戰。
本研究藉由台中市四家連鎖便利商店家數前四大的企業為研究範圍，以問卷來訪問消費後之消費者，共得到有效問卷720 份，經由分析得到以下實證結果。本研究由文獻探討，設計出理論性之商店印象構面，而經過實證資料分析，實際萃取出六個構面，分別是「服務屬性導向」、「顧客導向」、「企業形象商店活動導向」、「商品多元屬性導向」、「便利特性導向」、「價格特性導向」，符合理論架構。本研究發現不同集群的消費者對於商店印象中「企業形象商店活動導向」、「商品多元屬性導向」、「便利特性導向」、「價格特性導向」上有顯著的差異。本研究發現不同的消費者在選擇便利商店時對於商店印象中「企業形象商店活動導向」、「商品多元屬性導向」、「便利特性導向」上有顯著的差異。

關鍵字

便利商店 ； 購買因素

並列摘要

In such a competitive business environment, how to maintain uniqueness in every industry is critical. Convenient store has been considered a very mature and steady industry so far. In fact, there is no any industries will make profit forever. Only consistent innovation can make progress in business and operate it permanently.
Our research objects are the top four franchised convenience stores in Taichung. This study’s designed questionnaire is to get primary materials and obtained 720 copies. Finally, getting the following research findings through the analysis:
In our study, according to literature review, the research was designed for theoretically store image dimensions, furthermore, six constructs are extracted. They are individually service attribute-oriented, customer-oriented, corporate image and store activities-oriented, varied products attribute-oriented, convenience-oriented, and price characteristics-oriented.We found that different clusters of customers have significant in corporate image and store activities-oriented, varied products attribute-oriented, convenience-oriented, when different customers choosing convenient stores.We found that there are significant in corporate image and store activities-oriented, varied products attribute-oriented, convenience-oriented, when different customers choosing convenient stores.

並列關鍵字

Convenience Store ； Purchasing Factors

參考文獻

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