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研究生:陳彥亦
研究生(外文):Yen-Yi Chen
論文名稱:量販店美食餐廳顧客購買意願之研究—以南部地區家樂福為例
論文名稱(外文):Food Court Experimental Marketing on Consumers Purchase IntentionA Case Study of Carrefour in South Area
指導教授:黃坤祥黃坤祥引用關係
指導教授(外文):Kun-Xiang Huang
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:107
語文別:中文
論文頁數:93
中文關鍵詞:量販店美食餐廳;服務品質;價格知覺;便利性;購買意願;家樂福
外文關鍵詞:Food store;gourmet restaurant; service quality;price perception; conveniencepurchase intention; Carrefour
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近年來國人生活水平提升及環境變遷,消費型態跟隨改變,量販店的基本客群是為家庭採買的菜籃族、小家庭主婦及上班族和觀光客,很多人會在採購完後順道至美食餐廳用餐,消費購物已成為現代人日常生活之重要活動。
本研究是針對消費者對量販店美食餐廳購買意願之研究,透過深入了解服務品質、便利性與價格知覺等變數,以瞭解是否會影響消費者的購買意願,並探究不同統計變項對於相關變數之認知差異。本研究發出600份問卷,樣本分布台南區4家店、高雄區7家店、屏東區1家店共12家店。有效樣本為421份,有效回收率為70%。
本研究是採取Window 12.0 版本SPSS套裝軟體為資料分析工具,針對樣本資料進行以下的分析方法:敘述統計分析、信度分析、獨立樣本t考驗、單因數變異數分析、迴歸分析、典型相關分析。
探討服務品質、便利性、價格知覺與購買意願之相關性,實證分析結果發現:服務品質層面為學歷較低者相對滿意度較高,對保證性不顯著,表示消費者對人員服務態度滿意較低 。便利性層面以地點便利性及利益便利性為顯著性,較重視量販店位置及內部餐廳的動線規畫,交易便利不顯著。價格知覺層面消費者年收入的滿意度有顯著性差異。低年收入較高消費著價格知覺滿意度較高。
In recent years, the living standards of Chinese people have improved, the environment has changed and there is consequent the consumption pattern has also changed. The basic customer base of hypermarket are the baskets, housewives from small family, office workers and tourists who buy the souvenir. Many people will go to food court in hypermarket after the purchase. This becomes an important activity in the daily life of modern people.
This study is to research the intention of customers to purchase in food court of hypermarket. Through in-depth understanding of service quality, convenience and price perception to understand if it will affect the willingness of customers to purchase, and explore different statistical variables for related variables. This study issued 600 questionnaires, with samples of 4 stores in Tainan District, 7 stores in Kaohsiung District, and 1 store in Pingtung District. The effective sample was 421, and the effective recovery rate was 70%.
This study is to use SPSS for Window 12.0 version of the software package as a data analysis tool. the following analysis methods for sample data: narrative statistical analysis, project analysis, factor analysis, reliability analysis, paired dependent sample t-test, typical correlation analysis . In addition to providing theoretical management implications, the results can also be applied to analysis of consumer behavior. The license is an important reference for the promotion of the Carrefour future restaurant investment strategy and the adjustment of the existing restaurant business plan.

The relationship between service quality, convenience, price perception and purchase intention is discussed. The empirical analysis shows that the service quality level is higher in the relative satisfaction of the lower education level, and the guarantee is not significant, indicating that the consumer is satisfied with the attitude of the personnel. low. The convenience level is characterized by location convenience and convenience of convenience. It pays more attention to the location of the retail store and the dynamic planning of the internal restaurant. The transaction convenience is not significant. There is a significant difference in the satisfaction of consumers'' annual income on the price perception level. Higher-performing income and higher consumption have higher price perception satisfaction.
目錄
中文摘要 i
ABSTRACT ii
誌謝 iv
目錄 v
圖目錄 vii
表目錄 viii
一、緒論 1
1.1 研究背景與動機 1
1.2研究目的 3
1.3研究範圍與對象 3
1.4研究流程 4
二、文獻探討 5
2.1家樂福公司簡介 5
2.2服務品質定義與類型 9
2.3便利性的定義與類型 12
2.4價格知覺定義類型 16
2.5購買意願 18
三、研究方法 23
3.1研究架構 23
3.2研究問題與假設 23
3.3研究變項之操作性定義 25
3.4研究對象 27
3.5研究工具 27
3.6資料統計處理 28
四、研究結果與實証分析 29
4.1敘述性統計分析 29
4.2各研究變項之描述性統計分析 31
4.3基本資料在各研究變項上之差異研究 33
4.4相關研究變項上之迴歸分析 65
五、結論與建議 70
5.1研究問題驗證 70
5.2研究建議 80
參考文獻 82
附錄 89

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