臺灣博碩士論文加值系統

由於全球零售業競爭日趨激烈，全球化的風潮下產品的差異化越來越小，企業需提供其他的價值給顧客以維持競爭力。因此，為了留住顧客，建立服務品質是企業在競爭激烈的時代下成功關鍵因素之一。本研究針對台北市百貨公司市場加以探討，試圖以服務品質為基礎變數來區隔之，並深入探索各子市場之服務品質特性、生活形態特性、商店屬性特性、購買行為特性、訊息來源特性、人口統計變數特性、服務品質與商店屬性相關性等。期能更瞭解消費者行為，並依實證研究推論之結果，提出適當的建議。本研究以台北市民為抽樣母體，採取「分層隨機抽樣比例配置法」來抽取樣本，得有效樣本466位，有效樣本率為74.56%。資料經分析後可將整個市場分為三大族群，分別是可靠性導向群，問題/實體導向群，便利導向群。研究結果顯示，就訊息來源上在電視廣告、報紙、雜誌廣告、公車、戶外廣告、網路廣告、店內促銷等具有顯著差異。就生活形態而言，在活潑開朗型、流行追隨型具有顯著差異。商店屬性而言，在服務導向及賣場風格具有顯著差異。就服務品質與商店屬性之相關性而言，具有顯著相關性，當消費者對於可靠性、問題解決及便利性等服務品質項目越重視者越會選擇具有利益追求、服務導向、賣場風格的商店來購買商品及勞務。

The global retail industry is becoming more competitive than ever. Because of the trend for globalization, the differentiation of the commercial products is getting smaller
and smaller. Under the trend, enterprises are forced to provide the extra value to customers to maintain their competitivity. Therefore, some scholars and managers are dedicated to study customer relationship management as a strong service quality is the key to success.
The study focused the attention on the Taipei department store market, and selected the mixed service quality variables as the basis of market segmentation, After taking above step, we tried to investigate the characteristics of service quality, life style, store attribute, purchasing behavior, information sources and demographics among different submarkets, the relationship between store attribute and service quality is presented, in order to obtain more information about the consumer behavior and it can give appropriate advice in accordance with the results.
The subjects of analysis are those who life in Taipei City, have been purchased by department store. This research is done firstly by stratified random sampling Proportional allocation to collect information. The research collected 466 effective samples from making a survey by questionnaires. The return rate is up to 74.56%. By analysis the data, we can divide the department store market into three groups. Group 1 lay stress on reliability. Group 2 lay Stress on problem / physical. Group 3 enjoy the convenience.
The research findings indicated information sources are significant differences in
TV, newsprint、magazine, bus、outdoor, network, shop sell advertisement. There are
significant differences in life styles among different on vivid open and follow fashable.
There are significant differences in the store attributes among different on store style and service direction. There are significant relationship between the store attributes and service quality.

目 次
第一章 緒 論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究對象與範圍 3
1.4 研究流程 4
第二章 文獻探討 5
2.1 服務品質相關理論 5
2.1.1 服務與服務品質之意義 5
2.1.2 服務品質觀念性模式 7
2.1.3 服務品質構面之衡量 11
2.2 百貨公司 15
2.2.1 百貨公司之定義 15
2.2.2 百貨公司現況 15
2.2.3 百貨公司之服務品質 23
2.2.4 百貨公司展望 26
2.3 商店屬性 28
2.3.1 商店屬性定義 28
2.3.2 商店屬性構面 29
2.3.3 商店選擇行為 34
2.4 市場區隔理論 38
2.4.1 市場區隔之定義 38
2.4.2 市場之區隔目的 38
2.4.3 市場區隔之條件 39
2.4.4 消費市場之區隔基礎變數 39
2.4.5 區隔方法選擇 40
2.4.6 鑑別程序 41
2.4.7 結果的詮釋與執行 41
2.5 研究變項之操作性定義 42
第三章 研究設計 43
3.1 研究架構 43
3.2 研究假設 44
3.3 問卷設計 48
3.3.1 消費者知覺的服務品質 48
3.3.2 商店屬性 48
3.3.3 消費者購買行為 50
3.3.4 消費者訊息來源 51
3.3.5 消費者生活形態 51
3.3.6 消費者個人基本資料 52
3.3.7 前測 52
3.3.8 問卷的修正 52
3.4 抽樣設計與樣本結構 56
3.4.1 抽樣母體 56
3.4.2 抽樣設計 56
3.4.3 問卷回收情形 59
3.4.4樣本適合度檢定 60
3.4.5 樣本結構分佈 61
3.5 信度之測定 65
3.6 研究分析性架構 66
第四章 資料分析與整理 68
4.1 服務品質及生活形態與商店屬性因素分析 68
4.1.1因素檢測 68
4.1.2萃取因素名稱 69
4.1.3量表信度檢測 76
4.2 集群與鑑別分析 78
4.3 百貨公司服務品質之區隔分析 79
4.4 各市場區隔之人口統計分析 81
4.4.1各市場區隔消費者之性別分析 81
4.4.2各市場區隔消費者之年齡分析 81
4.4.3各市場區隔消費者之教育程度分析 82
4.4.4各市場區隔消費者之職業分析 82
4.4.5各市場區隔消費者之婚姻狀況分析 83
4.4.6各市場區隔消費者之家庭平均月收入分析 83
4.4.7各市場區隔消費者之家庭人口數分析 84
4.4.8各市場區隔消費者之居住狀況分析 84
4.5 各市場區隔之購買行為分析 86
4.5.1各市場區隔消費者之消費次數分析 86
4.5.2各市場區隔消費者之消費金額分析 86
4.5.3各市場區隔消費者平均每次交通時間分析 87
4.5.4各市場區隔消費者主要交通工具分析 87
4.6 各市場區隔之訊息來源分析 88
4.7 各市場區隔之生活形態分析 89
4.8 各市場區隔之商店屬性分析 90
4.9 商店屬性和服務品質之關連性分析 91
4.9.1商店屬性和服務品質之典型相關分析 91
4.9.2假說檢定結果彙總 94
第五章 結論與建議 96
5.1 研究結果與發現 96
5.1.1探討百貨公司服務品質之市場區隔 96
5.1.2探討在百貨公司服務品質下不同區隔購買行為、
訊息來源、生活形態、人口統計變數等方面之消費
者特徵及差異性 96
5.1.3探討消費者對商店屬性之重視程度 97
5.1.4探討服務品質與商店屬性之相關性 97
5.2 研究限制 99
5.3 後續研究建議 100
參考文獻 101
附錄─問卷 107

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