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研究生:覃士剛
研究生(外文):Shih-Kang Chine
論文名稱:連鎖便利商店商品預購成功要素之研究
論文名稱(外文):A Study on the Success Factors of Pre-paid Merchandise Purchase of Convenience Chain Store
指導教授:吳佩勳吳佩勳引用關係
指導教授(外文):Jane-Peihsun Wu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:149
中文關鍵詞:再購買意願商品預購品品質服務品質顧客滿意度認知價格
外文關鍵詞:pre-paid merchandise purchaseproduct qualityservice qualityperceived pricecustomer satisfactionrepurchase intention.
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消費產品的銷售模式隨著消費者的消費型態而改變。一場因消費習慣而產生的銷售通路變革,正在各產業中發酵。而零售通路商為求持續的成長亦快速的創新整合其經營模式,從實體店面到網站到型錄商品預購,如:大型連鎖便利商店(7-11、全家、OK);從網站到郵購到零售通路,如:Amazon;從郵購到網站到實體店面,如:Victoria Secret,開起了通路多元整合的服務創新競爭。以往對於零售通路的研究主體多為實體店舖或虛擬店舖,而較少針對實體結合虛擬的通路主體做探討,因此本研究以實體結合虛擬的連鎖便利商店商品預購通路為主體,探討其成功要素,以瞭解:
一、消費者對商品預購所認知的產品特性、服務特性、價格特性之滿意度對商品預購整體顧客滿意度的影響。二、顧客特性對商品預購整體顧客滿意度的影響。三、顧客滿意度對再購買意願的影響。四、商品預購成功要素與顧客滿意度及再購買意願三者間之影響關係。本研究架構中自變項為:產品特性-產品品質、品牌知名度、產品獨特、流行、節慶屬性;服務特性-服務接觸品質、便利性、售後服務;價格特性-認知價格;顧客特性-人口統計變數、生活型態,中介變項為:顧客滿意度,依變項為:再購買意願,以全國性連鎖便利商店中三大通路(統一超商、全家、OK)北、中、南地區具有商品預購經驗的消費者為受測樣本,並進行前測,正式問卷共發出700份,回收617 份,其中有效問卷計549 份。在資料分析方法上,分別以描述性統計分析、信度分析、因素分析、集群分析、t檢定、單因子變異數分析、簡單回歸分析、多元迴歸分析來分析資料及檢定假設。經由分析檢證後,本研究得到以下結論:

一、消費者對商品預購產品特性構面認知滿意度愈高,則整體顧客滿意度愈高。即消費者認知預購產品品質愈好,品牌知名度愈高,產品獨特、流行、節慶屬性愈強則顧客滿意度愈高。
二、消費者對商品預購服務特性構面認知滿意度愈高,則整體顧客滿意度愈高。即消費者認知預購服務接觸品質愈好,便利性愈高,售後服務愈佳則顧客滿意度愈高。
三、消費者對商品預購的認知價格愈滿意則整體顧客滿意度就愈高。
四、消費者對商品預購的整體顧客滿意度愈高則再購買意願就愈高。
五、顧客滿意度為商品預購成功要素與再購買意願的完全中介變項,即商品預購成功要素乃是藉由顧客滿意度對再購買意願進行影響。
六、已婚者對商品預購的滿意度高於未婚者,人口統計變數對顧客滿意度具有顯著性的差異影響,獲得部份成立。
七、生活型態對顧客滿意度達極顯著差異影響,屬於完美主義群及衝動消費群兩群集的顧客滿意度顯著高於平淡無奇群及理性消費群。

本研究實證結果與研究假設及業界商品預購實務情況陳現一致性的契合現象,最後依據本研究發現對經營連鎖性便利商店商品預購業務提出具體的建議。
Sales pattern of consumer products follows consumption types. A channel switch subjects to changing consumption habit is happening in each individual industry. Hence, in an effort to achieve a sustainable growth, the retailers have integrated their existing business models with a touch of new innovation: First, from physical stores extending to e-commerce and catalog pre-paid purchase, such as the convenience chain stores; second, from e-commerce extending to catalog shopping then to physical retail channel such as Amazon; third, from catalog shopping extending to web site, and physical stores such as Victoria Secret. There is a substantial literature on physical or virtual store, yet limited research has been conducted focusing on hybrid retail channels combining both store types.

This study discusses the success factors of pre-paid merchandise purchase through hybrid retail channel combining physical convenience chain store and virtual catalog. The purpose of this study is to address the following perspectives: 1) the impact of the consumers’ satisfaction of their perceived product attributes, service attributes, and price attribute upon the overall customer satisfaction of pre-paid merchandise purchase, 2) the impact of customer attributes upon the overall customer satisfaction of pre-paid merchandise purchase, 3) the impact of customer satisfaction upon repurchase intention 4) the relationships among success factor, customer satisfaction, and repurchase intention. The independent variables of this study framework consist of: product attributes including product quality, brand awareness, product uniqueness, fashion, and festival; service attributes including service encounter quality, convenience, and after-sales service; price attributes including customer perceived price; and customer attributes including demographic variables, and life style. The intervening variable is customer satisfaction. The dependent variable is repurchase intention.

The sample subjects of this research are the consumers who have pre-paid merchandise purchase experiences with the three leading national convenience chain stores brands in Taiwan namely 7-ELEVEN, Family-Mart, and OK. A total of 700 surveys were sent out. 617 surveys were completed by the respondents and 549 were effective. SPSS is used to run the data set and various statistical analysis methodologies were used to conclude the following results:
1. When the perceived satisfaction of the product attributes of pre-paid merchandise purchase is higher, the overall customer satisfaction is higher. This indicates that customer satisfaction is higher when consumers perceived product quality is better, brand awareness is higher, and the attributes of uniqueness, fashion, and festival are stronger.
2. When the perceived satisfaction of the service attributes of the pre-paid merchandise purchase is higher, the overall customer satisfaction is higher. This indicates that customer satisfaction is higher when consumers’ perceived service quality is better, convenience is higher, and after-sales service is better.
3. When the satisfaction of the consumers’ perceived price of the pre-paid merchandise purchase is higher, the overall customer satisfaction is higher.
4. When the overall pre-paid purchase customer satisfaction of consumers is higher, the intention of their repurchase is higher.
5. Test on customer satisfaction as an intervening variable of pre-paid purchase success factor and repurchase intention is significantly supported. That means pre-paid merchandise purchase success factor influences repurchase intention via customer satisfaction.
6. Married consumers’ pre-paid merchandise purchase satisfaction is higher than that of single consumers. Thus analysis results partially support that demographic variable has significant impact on customer satisfaction.
7. Lifestyle has extreme significant impact on customer satisfaction. The customer satisfaction of both the perfectionist and the impulsive consumer are significantly higher than the banal and the rational.

The results of the study are consistent with the hypotheses and the real pre-paid merchandise purchase practice in the industry. Finally, practical suggestions based on the study findings were proposed to the pre-paid merchandise purchase managers of the convenience chain stores.
目 錄
中文摘要 -------------------------------------------------Ⅰ
英文摘要 -------------------------------------------------Ⅲ
誌謝 -----------------------------------------------------Ⅴ
目錄 -----------------------------------------------------Ⅵ
表目錄 ---------------------------------------------------Ⅷ
圖目錄 ---------------------------------------------------Ⅹ
第壹章 緒論 ---------------------------------------------- 1
第一節 研究背景------------------------------------------------------1
第二節 研究動機與目的------------------------------------------------2
第三節 研究範圍及對象------------------------------------------------3
第四節 研究流程------------------------------------------------------4
第貳章 文獻探討--------------------------------------------5
第一節 無店舖零售直效行銷通路之發展----------------------------------5
第二節 「連鎖便利商店商品預購」的定義--------------------------------9
第三節 連鎖便利商店商品預購成功要素---------------------------------12
第四節 顧客特性-----------------------------------------------------30
第五節 顧客滿意度---------------------------------------------------33
第六節 顧客滿意度與再購買意願---------------------------------------40
第參章 研究方法-------------------------------------------43
第一節 研究架構-----------------------------------------------------43
第二節 研究假設 ----------------------------------------------------44
第三節 變數操作性定義與問卷設計-------------------------------------46
第四節 焦點團體、專家訪談和同業調查---------------------------------50
第五節 抽樣設計-----------------------------------------------------52
第六節 資料分析方法-------------------------------------------------55
第肆章 資料分析與假設檢定---------------------------------57
第一節 信度與效度分析-----------------------------------------------57
第二節 樣本敘述性統計-----------------------------------------------60
第三節 生活型態分析-------------------------------------------------63
第四節 顧客特性對顧客滿意度之平均數差異及變異數分析-----------------69
第五節 商品預購成功要素對顧客滿意度之迴歸分析----------------------73
第六節 顧客滿意度對再購買意願之迴歸分析----------------------------78
第七節 商品預購成功要素與顧客滿意度及再購買意願之多元迴歸分析------80
第伍章 結論與建議----------------------------------------82
第一節 研究發現----------------------------------------------------82
第二節 研究發現與業界實務比較--------------------------------------86
第三節 研究建議----------------------------------------------------89
第四節 研究限制----------------------------------------------------93
第五節 未來研究方向------------------------------------------------94

參考文獻-----------------------------------------------------------95

附錄一:焦點團體實施相關資料--------------------------------------108
附錄二:專家深度訪談實施相關資料----------------------------------118
附錄三:便利商店商品預購成功要素研究之同業調查彙集----------------127
附錄四:正式調查問卷----------------------------------------------132

表目錄
表 2-1連鎖體系之定義-----------------------------------------------10
表 2-2流行的定義 --------------------------------------------------14
表 2-3節慶活動相關名詞定義-----------------------------------------16
表 2-4服務品質構面整理分類表---------------------------------------20
表 2-5服務品質與顧客滿意度關係彙整表-------------------------------23
表 2-6生活型態構面-------------------------------------------------32
表 2-7顧客滿意度相關理論彙總表-------------------------------------35
表 2-8商店滿意度之衡量變數-----------------------------------------37
表 3-1變數之操作性定義彙整表---------------------------------------48
表 3- 2問卷發放分配表-----------------------------------------------53
表 4-1本研究各構面量表之前測信度分析-------------------------------58
表 4- 2本研究各構面量表之後測信度分析-------------------------------59
表 4-3有效樣本之人口統計變數描述-----------------------------------61
表 4- 4有效樣本之購物行為描述---------------------------------------62
表 4-5 KMO與Bartlett檢定--------------------------------------------63
表 4-6因素分析資料彙整表-------------------------------------------65
表 4-7階層集群分析結果----------------------------------------------67
表 4-8生活型態集群分析表-------------------------------------------68
表 4-9生活型態集群之Scheffe事後檢定表------------------------------68
表 4-10人口統計變數對顧客滿意度之平均數差異及變異數分析彙整表------69
表 4-11商品預購消費情形對顧客滿意度之變異數分析彙整表--------------71
表 4-12生活型態集群與顧客滿意度之變異數分析彙整表------------------73
表 4-13產品特性變數與顧客滿意度迴歸分析表----------------------------74
表 4-14產品特性變數與顧客滿意度多元迴歸分析表----------------------74
表 4-15服務特性變數與顧客滿意度迴歸分析表----------------------------75
表 4-16服務特性變數與顧客滿意度多元迴歸分析表----------------------75
表 4-17服務接觸品質變數與顧客滿意度迴歸分析表------------------------76
表 4-18服務接觸品質變數與顧客滿意度多元迴歸分析表------------------76
表 4-19價格特性變數與顧客滿意度迴歸分析表--------------------------77
表 4-20商品預購成功要素構面與顧客滿意度多元迴歸分析表--------------78
表 4-21顧客滿意度與再購買意願迴歸分析表----------------------------78
表 4-22商品預購成功要素與顧客滿意度及再購買意願之多元迴歸分析表----81
表 5-1假設實證彙整表-----------------------------------------------83

圖目錄
圖 1-1研究流程圖---------------------------------------------------4
圖 2-1服務品質模式------------------------------------------------19
圖 2-2顧客知覺服務品質和顧客滿意度--------------------------------22
圖 2-3服務便利性模型----------------------------------------------25
圖 2-4顧客滿意度之影響因素----------------------------------------38
圖 3-1觀念性架構--------------------------------------------------43
圖 3-2分析方法彙集圖----------------------------------------------56
圖 4-1因素特徵值陡坡圖--------------------------------------------64
圖 4-2迴歸分析結果彙整圖------------------------------------------79
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