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研究生:郭俊明
研究生(外文):Jun-Ming Guo
論文名稱:價格搜尋行為、價格知識與商店印象對商店選擇意向影響之研究──便利商店與大型賣場之比較
論文名稱(外文):The influences of price search behavior, price knowledge, and store image on store choice intention.--Comparison ofconvenience stores and hypermarkets.
指導教授:陳惠芳陳惠芳引用關係溫福星溫福星引用關係
指導教授(外文):Hui-Fang ChenFu-Xing Wen
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:77
中文關鍵詞:價格搜尋行為價格知識商店印象商店選擇意向便利商店大型賣場
外文關鍵詞:price search behaviorprice knowledgestore imagestore choice intentionconvenient storeshypermarkets
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  根據AC尼爾森今年三月二十四日公佈的「消費者購物行為報告」中提到花最多錢在現代通路,或一半以上食品雜貨都在現代通路購買
的「現代型」消費者,在去年已經累積佔到將近八成,比起前年成長
18%,而現代通路所指的就是便利商店和大型賣場。
  近年來,便利商店和大型賣場都呈現穩定的成長,但同樣的商品,在便利商店中的價格明顯高於在大型賣場中所販售的價格。在過
去的研究中,很少對消費者在購前的價格搜尋行為,及在購後所累積
的價格知識作相關的研究,因此本研究採用此兩構念,以探討其對消
費者的商店選擇意向之影響。
  本研究亦將商店印象,加入研究中,以探討在消費者對商店的印象和消費者的價格知識對消費者的商店選擇意向的影響。另外,本研
究亦加入了人口統計變數、商品類型,以探討其對消費者在商店選擇
意向上的影響效果。最後,本研究比較消費者在便利商店和大型賣場
購物,探討價格搜尋行為、價格知識,以及商店印象對影響商店選擇
意向的影響上,是否有所不同。本研究所得的結論如下:
1.消費者在購前的價格搜尋行為投入愈多,則在購後即能累積較多的
價格知識。
2.在便利商店方面,消費者的價格知識,並不影響消費者的商店選擇
意向,在大型賣場方面,消費者的價格知識對商店選擇意向間有正
向的顯著效果。
3.對便利商店而言,消費者的價格知識,對便利商店的印象有顯著正
向影響。對大型賣場而言,消費者的價格知識,對大型賣場的印象
有正向影響。
4.在商店印象構面中,只有消費者對商店的價格知覺和商店選擇意向
間有正向的顯著關係。
5.人口統計變數、商品類型皆對消費者的商店選擇意向有顯著影響效
果。
 According to “Report of consumer’s shopping behavior”,
issued by AC Nielson in March 24 ,2005,“Modern Type”
consumers accumulated to 80%, they spent most money in
convenient stores and hypermarkets or bought most groceries
in convenient stores and hypermarkets.
 As this report, convenient stores and hypermarkets have
grown steady. But, as the same product, the price in
convenient stores is higher than the price in hypermarkets.
Past research rarely focused on “price search behavior”
and “price knowledge”, this research explored the
influences of these two concepts on store choice intention.
 This research also involved in store image, demographic
variables and product types, and explored the influences of
them on store choice intention. In addition, the
differences in consumer’s price search behavior, price
knowledge, and store choice intention between convenient stores and hypermarkets are also compared. The major
findings of this rearch are as followings:
1. The consumer’s price knowledge was significantly
affected by the amount of price search behavior.
2. In convenient stores, consumer’s price knowledge has no
significant influences on store choice intention.
However, in hypermarkets, store choice intention was
significantly affected by consumer’s price knowledge.
3. Both in convenient stores and hypermarkets, the
consumer’s store image was significantly affected by
consumer’s price knowledge.
4. Among the dimensions of store image, only consumer’s
price perception affected store choice intention
significantly.
5. Consumer’s store choice intention was significantly
affected by demographic variables and product types.
第一章 緒論......................................1
第一節 研究動機..................................1
第二節 研究目的..................................3
第二章 文獻探討..................................5
第一節 價格搜尋行為..............................5
第二節 價格知識.. ...............................9
第三節 價格搜尋行為與價格知識...................11
  第四節 商店印象.............................12
第五節 商店印象與商店選擇意向...................14
第三章 研究方法.................................18
第一節 觀念性架構...............................18
  第二節 研究假設.............................19
  第三節 變數的定義與衡量.....................23
  第四節 研究對象與資料搜集...................29
  第五節 資料分析工具.........................30
第四章 研究結果.................................31
第一節 研究對象.................................31
  第二節 信度分析與效度分析...................33
  第三節 因素分析.............................35
  第四節 假設檢定.............................40
  第五節 比較分析.............................58
第六節 研究結果之討論.......................59
第五章 研究結論.................................63
第一節 主要結論.................................63
  第二節 研究貢獻和意涵.......................64
  第三節 研究限制.............................67
  第四節 後續研究建議.........................68
參考文獻.........................................69
附錄一 問卷.....................................74
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