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研究生:詹勝傑
研究生(外文):Chan, Sheng-Chieh
論文名稱:商店形象與消費動機對消費價值之影響─以便利商店為例
論文名稱(外文):The Effects of Store Images and Shoopping Motives on Shopping Value--As an Example for Convenience Chain Stores
指導教授:黃文宏黃文宏引用關係
指導教授(外文):Huang, Wen-Hong
學位類別:碩士
校院名稱:南台科技大學
系所名稱:行銷與流通管理系
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:2007
畢業學年度:95
語文別:中文
論文頁數:108
中文關鍵詞:便利商店消費動機商店形象消費價值
外文關鍵詞:convenience chain storesshopping motivesstore imageshopping value
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過去十年來,便利商店不斷的持續快速的擴張,近年來便利商店的密度已經超越日本,成為世界最高,因此彼此之間的競爭可以說是進入白熱化的狀態。在早期便利商店主要競爭方式以價格折扣戰為主,然而這樣的結果可能可以帶來短期的利益。但在長期之下,不但對便利商店只有最低的效果,並且可能還造成消費者不當的消費觀念。
因此,本研究希望藉由探討商店形象與消費價值之間的關係,並針對不同的消費動機的干擾作用下,看是否能深入剖析消費者的消費行為。本研究以問卷進行抽樣調查,收集有效樣本383份。本研究主要以SPSS與LISREL模式進行檢定,綜合實證分析結果顯示,本研究之主要發現及其重要涵義有兩大部分。首先是在整體模式的研究發現,商品屬性為正向影響消費價值最重要的因素,其次為商店氣氛。而其中商店設計對消費價值無顯著之影響。其次是透過消費動機對商店形象與消費價值之干擾效果發現,享樂性動機對商店形象與消費價值呈現顯著正向干擾效果;功利性動機對商店形象與消費價值呈現顯著反向干擾效果。
因此,便利商店業者可以改善商店形象來提升消費價值,且也必須針對不同的消費動機的購物者採用不同的行銷策略,若策略正確,可以讓消費者感受到更高的消費價值,進而提高購買意願與再購意願,達成整體獲利目標。
In the past 10 years, the convenience chain store is growing and expands continuously. Until the recent years, the density of the convenience chain store is higher than Japan is and becomes the highest in the world. Therefore, the quantity of the convenience chain store is in the saturate situation and the competition within the convenience chain store is fierce. In the past, the key factor for the competition of convenience chain store is the price. However, in this situation, the war of the price only can bring the short-term benefit, and it not only has the lowest benefit for the store but also cause the inappropriate purchasing perspective of the consumer.
Therefore, in this study, it would like to explore the relationship between store image and shopping value, and wants to discuss the consumers’ behavior under the various shopping motives to be the moderator. It uses the questionnaire to progress the study, and collect total 383 piece of valid sample.
In the whole model, we find that products’ characteristic is the key factor to positively influence shopping value, and the second factor is atmosphere of the store. For the moderated effect, it found that hedonistic motivation is positive moderation on shopping value and store image; utilitarian motivation is negative moderation on shopping value and store image.
Hence, the convenience chain store can improve the shopping value through adding the store image, and has to focus on different marketing strategies for the various shopping motives of consumer. If the marketing strategy is appropriate, it can make customers to have higher shopping value, and then can improve the purchase intentions and repurchase intention and achieve the goal of getting the higher profit.
摘要 i
英文摘要 ii
誌謝 iii
目次 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 4
第二章 文獻探討 6
2.1 商店形象 6
2.1.1 商店形象之定義 6
2.1.2 商店形象與消費行為 10
2.1.3 商店形象之構面 13
2.2 消費價值 17
2.2.1 價值之定義 18
2.2.2 消費價值之定義 18
2.3 消費動機 26
2.3.1 動機之定義 26
2.3.2 消費動機之定義 27
2.3.3 消費動機之分類 31
第三章 研究方法 35
3.1 研究架構 35
3.2 研究假說 36
3.2.1 商店形象與消費價值之影響關係 36
3.2.2 消費動機對商店形象與消費價值之干擾影響 43
3.3 變數定義與衡量 46
3.3.1 商店形象 47
3.3.2 消費價值 48
3.3.3 消費動機 49
3.4 資料分析方法 49
第四章 研究結果 52
4.1 敘述統計分析 52
4.1.1 樣本結構分析 52
4.1.2 消費行為描述 54
4.2 因素分析 55
4.2.1 商店形象 56
4.2.2 消費價值 57
4.2.3 消費動機 59
4.3 信度分析 60
4.4 各構面之統計資料分析 63
4.5 相關分析 66
4.6 商店形象對消費價值影響之檢定 68
4.7 消費動機之干擾效果分析 71
4.8 研究結果討論 83
第五章 結論與建議 88
5.1 研究結論 88
5.2 行銷意涵 92
5.3 研究建議 95
5.4 研究限制 96
參考文獻 98
附錄 106
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