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研究生:楊媛雯
研究生(外文):Yuan Wen Young
論文名稱:商店印象、知覺風險、知覺價值與購買意願之影響-以Costco為例
論文名稱(外文):The Effects of Store Image,Perceived Risk,Percerived Value on Purchase Intention –A Case of Costco
指導教授:李婉怡李婉怡引用關係
指導教授(外文):Wan-I Lee
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:2006
畢業學年度:94
語文別:中文
論文頁數:97
中文關鍵詞:好市多商店印象知覺風險知覺價值以及購買意願
外文關鍵詞:Costcostore imageperceived riskperceived valuepurchase intention
相關次數:
  • 被引用被引用:2
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  • 收藏至我的研究室書目清單書目收藏:2
中文摘要
近年來量販店的戰爭不斷,而在眾多的量販店中僅有好市多的會員需要繳交
會員費才能進入賣場購物,對於企業經營角度而言,商店印象是消費者對ㄧ家商
店最直接的感覺,也是消費者對商店整體評價最初步的概念,因此ㄧ家商店給予
消費者的好壞可能會影響他日後對此商店所具有的知覺風險與知覺價值,最重要
的是消費者是否會願意付出成本在此店消費。
近年來分蝕量販體系大餅的業者愈來愈多,要在競爭激烈的市場中搶佔一席
之地,經營者無所不用其極,以各種促銷方案吸引消費者目光;但其中僅有「好
市多」特立獨行,採用收費會員制為其經營模式,且並無因此而失敗,會員人數
仍成穩定成長,因此,本研究以「好市多」為對象,將商店印象、知覺風險及知
覺價值納入研究架構中,探討消費者為何願意加入會員獲取入店消費的資格。
綜合以上所述,本研究針對好市多的消費者發放了總共380份的問卷,以統計
方法之迴歸分析進行研究探討,最後結果發現以下四點:
(一) 好市多的商店印象對於消費者知覺風險有負向影響。
(二) 好市多消費者的知覺風險與顧客知覺價值間有負向關係。
(三) 好市多顧客的知覺價值對顧客辦理會員卡之意願有正向關係。
(四) 好市多的商店印象對顧客的知覺價值具有正向關係。
Abstract
Recently, the wars between General Merchandise Stores(GMS) keep going, and
among numerous GMS , only Costco requires its members to pay membership fee for
shopping in the mall. In point of enterprise management, store image is customers’
direct perception to a store as well as their elementary concept of the whole evaluation
of that store. Hence, how a store impresses his customers will influence customers’
perceived risk and perceived value to that store afterwards, and purchase intention.
Lately, there appears more and more enterprises to share the marketplace of
General Merchandise Stores .In order to secure their place in such competitive
marketplace, all the enterprises try their best with various promotions to attract
customers. However, Costco takes a different way—to charge the members—as its
managing mode. And it does not fail with this mode but gets a steady growth of
membership. Therefore, within the research frame of store image, perceived risk and
perceived value, this research takes Costco as the case to analyze why the customers are
willing to apply for membership.Summing up the above, the Regression Analysis of the
date from 380 questionnaires yield the following results:
1. The image of Costco has a negative effect on the perceived risk of customers.
2. Between the perceived risk and the perceived value of Costco customers there exists
a negative relationship.
3. Between the perceived value of Costco customers and the willness to apply for
membership cards there exists a positive relationship.
4. The image of Costco has a positive effect on the perceived value of customers.
目錄
第一章 緒論.............................................................................................................. 1
第一節 研究背景與動機................................................................................... 1
第二節 研究目的............................................................................................... 2
第三節 研究範圍與流程................................................................................... 3
第二章 文獻探討......................................................................................................4
第一節 好市多個案簡介................................................................................... 4
第二節 商店印象............................................................................................... 7
第三節 知覺風險............................................................................................. 16
第四節 知覺價值............................................................................................. 21
第五節 商店印象、知覺風險、認知價值與購買意願................................... 30
第三章 研究方法.................................................................................................... 31
第一節 研究架構............................................................................................. 31
第二節 研究假設............................................................................................. 32
第三節 名詞之操作性定義............................................................................. 35
第四節 研究設計............................................................................................. 36
第五節 前測之信度分析................................................................................. 43
第六節 資料分析方法..................................................................................... 48
第四章 研究結果.................................................................................................... 49
第一節 樣本基本資料分析............................................................................... 49
第二節 問卷之信效度分析............................................................................... 54
第三節 假設檢定............................................................................................... 68
第五章 結論與建議................................................................................................. 75
第一節 研究發現........................................................................................... 755
第二節 研究限制與後續研究建議.................................................................. 78
參考文獻.................................................................................................................... 79
附錄一:正式問卷.................................................................. 錯誤! 尚未定義書籤。
vi
表目錄
表2-1-1 好市多成立過程……………………………………………………………4
表2-1-2 好市多台灣各店開幕時……………………………………………………5
表2-1-3 好市多會員資格及收費說明………………………………………………6
表2-2-1 商店印象定義之整理………………………………………………………9
表2-2-2 商店印象重要屬性………………………………………………………..10
表2-2-3 商店印象構面整理………………………………………………………..12
表2-2-4 整理後商店印象構面……………………………………………………..15
表2-3-1 知覺風險構面……………………………………………………………..19
表2-4-1 顧客知覺價值定義………………………………………………………..22
表2-4-2 消費者選擇行為的五種消費價值………………………………………..26
表2-4-3 Holbrook 之顧客價值分類…………………..……………….…………..27
表2-4-4 Sweeney & Soutar(2001)認價值量表之構面………………..…………..29
表3-4-1 問卷發放地點……………………………………………………………..36
表3-4-2 樣本實體與網路之t 檢定-1……………………………………………...37
表3-4-3 樣本實體與網路之t 檢定-2…………………….………………………..37
表3-4-4 商店印象構面之衡量問項………………………………………………..39
表3-4-5 知覺風險構面之衡量問項(辦會員卡)……………………………………40
表3-4-6 顧客價值構面之衡量問項………………………………………………..41
表3-4-7 辦理會員卡意願購面之衡量問項………………………………………..42
表3-5-1 信度標準表………………………………………………………………..43
表3-5-2 商店印象因子信度分析表..……………………………………………....45
表3-5-3 知覺風險因子信度分析表………………………………………………..46
表3-5-4 知覺價值因子信度分析表………………………………………………..47
表3-5-5 購買意願因子信度分析表………………………………………………..47
表4-1-1 性別………………………………………………………………………..49
表4-1-2 年齡………………………………………………………………………..49
表4-1-3 教育程度…………………………………………………………………. 50
表4-1-4 婚姻狀況…………………………………………………………………..50
表4-1-5 職業………………………………………………………………………..51
表4-1-6 收入………………………………………………………………………..51
表4-1-7 是否有辦理好市多的會員卡?…………………………………………..51
表4-1-8 是否有辨理好市多的聯名卡?…………………………………………..52
表4-1-9 平均多久來此購物?……………………………………………………..52
vii
表4-1-10 平均一次購物所花費的金額約多少?…………………………………53
表4-2-1 問卷ㄧ致性信度分析表(n=380)………..……………………………….54
表4-2-2 KMO判斷原理……………………..……………………………………55
表4-2-3 KMO 值與Bartlett 球型檢定………………..………………………....56
表4-2-4 商店印象之共同性……………..………………………………………..56
表4-2-5 商店印象之因素負荷表….…………...…………… ….………………..57
表4-2-6 商店印象之因素成份表……………… .………………………………..58
表4-2-7 商店印象之因素分析表………………………………… .……………..59
表4-2-8 KMO值與Bartlett 球型檢定….……………………………………..…60
表4-2-9 知覺風險之共同性…..…………………..………………………..……..60
表4-2-10 知覺風險之因素負荷表……..………………………………………..…61
表4-2-11 知覺風險之因素成份表……..…………………………..………………62
表4-2-12 知覺風險之因素分析表…………………………………………………63
表4-2-13 KMO 值與Bartlett 球型檢定………………………………………..…64
表4-2-14 知覺價值之共同性………………………………………………………64
表4-2-15 知覺價值之因素負荷表…………………………………………………65
表4-2-16 知覺價值之因素成份表…………………………………………………66
表4-2-17 知覺價值之因素分析表…………………………………………………67
表4-3-1 商店印象對財務性知覺風險之迴歸分析結果…………………………68
表4-3-2 商店印象對弁鄔坁奮戚滅I之迴歸分析結果…………………………68
表4-3-3 商店印象對社會性知覺風險之迴歸分析結果…………………………69
表4-3-4 商店印象對心理性知覺風險之迴歸分析結果…………………………69
表4-3-5 商店印象對時間性知覺風險之迴歸分析結果…………………………70
表4-3-6 知覺風險對情緒價值之迴歸分析結果…………………………………70
表4-3-7 知覺風險對貨幣價值之迴歸分析結果………………………………....70
表4-3-8 知覺風險對弁鉬靋�之迴歸分析結果…………………………………71
表4-3-9 知覺風險對社會價值之迴歸分析結果…………………………………71
表4-3-10 商店印象對情緒價值之迴歸分析結果………..……..…………………72
表4-3-11 商店印象對貨幣價值之迴歸分析結果…………………………………72
表4-3-12 商店印象對弁鉬靋�之迴歸分析結果…………………………………72
表4-3-13 商店印象對社會價值之迴歸分析結果…………………………………73
表4-3-14 顧客知覺價值對辦理會員卡之迴歸分析結果…………………………73
表4-3-15 研究假設檢驗結果………………………………………………………74
viii
圖目錄
圖1-3-1 研究流程……………………………………………………………………3
圖2-4-1 Sheth et al. (1991)之顧客價值衡量模式 ……………………………….26
圖2-4-2 顧客價值階層模式………………………………………………………..28
圖3-1-1 本研究之研究架構………………………………………………………..31
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