臺灣博碩士論文加值系統

「香」一直是臺灣民眾祭祀禮儀中不可缺少的用品；在過去有許多關於香品的研究，但並無針對香品店與香品消費者之探討。因此，本研究透過相關文獻之回顧，建構出包含「商店印象屬性」、「顧客認同」與「購買意願」之研究模型，並以香品消費者為研究對象作實證分析。
依據相關文獻之整理分析，得知多數學者的研究指出，良好的商店印象會影響消費者的認同度；而顧客認同則會造成顧客再購買此公司產品或服務的行為。本研究以探討香品消費者知覺之商店印象並分析與顧客認同、購買意願之關聯性。
本研究採結構式問卷進行調查，對所提出之五項研究假設加以驗證，利用便利抽樣共蒐集到395份有效問卷。經SPSS統計分析，獲致結果為:

一、商店印象對顧客認同及購買意願有顯著正向關聯。
二、顧客認同對購買意願有顯著正向關聯。
三、顧客認同對於商店印象與購買意願間之關係扮演著顯著的中介角色。
四、不同人口統計變數在各變數間有顯著差異。
最後，依據上述之結果，提供相關且具體的建議供香品業者作為行銷策略之參考，期許業者妥善運用香品消費者對商店印象知覺之感受，爭取顧客認同、提高顧客群的購買意願，有效提升經營之績效。

“Incense” has been played indispensable in the sacrificial ritual of the people for many years in Taiwan. There’re many studies about “incense” in the past, but none for the studies on incense store and incense consumers. Therefore, We construct “store image attributes”, “consumer identification” and “purchase intentions” model via few related literatures and to analyze and find the results of empirical analysis in this study.
According to the related literatures, we acknowledge and learn that most researches point out that good store image will affect consumer’s identification, which will result in the customer repurchasing behavior in these company’s products or services. This study is to explore the following issues which include consumer perception in the incense of store image to analyze the relationship between identification, and consumer purchase intentions connected.
We use a structured questionnaire to conduct the investigation in this study. We investigate the assumptions to be verified by statistical technique, and use convenience sampling method to collect 395 valid questionnaires totally. Through the SPSS statistical analysis, we obtain the following results as follows.

1.The relationship between store image and consumer identification are positively significantly. And also the relationships between consumer identification and purchasing intentions.
2.The has significant positive relationship with purchase intentions.
3.Customer recognition plays a significant mediating role between store impression and purchase willingness.
4.There are some significantly difference on the study variables according to the demographical profiles..
Finally, in accordance with the above results described, we provide relevant and specific suggestions for incense products suppliers which could be considered and served as references of marketing strategy. We expect that incense products suppliers could properly use our test results to enhance customers’ store impression perception to strive for customer recognition, and the higher willingness to buy in order to enhance the business performance effectively via this empirical study.

目 錄
中文摘要 I
ABSTRACT II
致 謝 IV
表目錄 VIII
圖目錄 X
第壹章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第四節 研究範圍與對象 8
第貳章 文獻探討 9
第一節 商店印象 9
第二節 顧客認同 28
第三節 購買意願 35
第參章 研究方法 38
第一節 研究架構 38
第二節 研究假設 39
第三節 研究變數定義與衡量 40
第四節 研究對象 46
第五節 問卷設計 49
第肆章 研究結果與討論 59
第一節 受訪者在現有香品消費行為之概況 59
第二節 各研究構面之描述性分析以及在各人口統計變項上之差異分析 60
第三節 各研究構面間之相關分析 69
第四節 商店印象、顧客認同對購買意願之迴歸分析及中介檢測 71
第伍章 結論與建議 75
第一節 研究結論 75
第二節 建 議 79
第三節 研究限制與後續研究之建議 81
參考文獻 83
附錄一 前測問卷 90
附錄二 正式問卷 94

表目錄

表 1 -1 全省製香業業者家數名錄 5
表 2-1 國內（2010）研究商店印象的文獻列表 15
表 2-2 KUNKEL AND BERRY 商店印象構面 17
表 2-3 LINDAUIST 商店印象構面中部分重要屬性表 19
表2-4 LINDQUIST, NEVIN, ENGEL, BARICH 商店印象構面對照表 20
表 2-5 HENSEN AND DEUTSCHER 的商店印象構面及成份 21
表 2-6 CHOWDHURY, REARDON & SRIVASTAVA 商店印象構面與組成要素 23
表 2-7 許宏榮商店印象構面 23
表 2-8 本研究採用的商店印象構面 24
表 3-1 商店印象研究變數之定義與衡量 41
表 3-2 顧客認同變數之定義與衡量 43
表 3-3 購買意願變數之定義與衡量 44
表 3-4 人口統計變數分類 45
表 3-5 香品消費者預試樣本之基本資料摘要表(N=40) 46
表 3-6 香品消費者之現有消費行為分析(N=395) 48
表 3-7 專家審查意見表 50
表 3-8 預試樣本商店印象量表項目分析之獨立樣本 T 檢定摘要表(N=40) 52
表 3-9 預試樣本商店印象量表因素構面及信度摘要表(N=40) 54
表 3-10 預試樣本顧客認同量表項目分析之獨立樣本 T 檢定摘要表(N=40) 56
表 3-11 預試樣本購買意願量表項目分析之獨立樣本 T 檢定摘要表(N=40) 57
表 4-1 香品消費者之現有消費行為分析(N=395) 60
表 4-2 商店印象各構面之描述性統計分析(N=395) 61
表 4-3 商店印象在不同背景變項上之差異比較摘要表(N=395) 62
表 4-4 顧客認同構面之描述性統計分析(N=395) 64
表 4-5 顧客認同在不同背景變項上之差異比較摘要表(N=395) 65
表 4-6 購買意願構面之描述性統計分析(N=395) 67
表 4-7 購買意願在不同背景變項上之差異比較摘要表(N=395) 68
表4-8 商店印象、顧客認同與購買意願之相關分析 70
表4-9 商店印象、顧客認同對購買意願層級迴歸分析 73
表4-10 商店印象對顧客認同複迴歸分析 74
表 5 1 研究假設五檢驗摘要表 78

圖目錄

圖1-1富山檀香外觀 3
圖 1-2富山檀香商店內部 3
圖 1-3 研究流程 7
圖 2-1 價格知覺概念性架構圖資料來源：KENT AND MONROE(1990) 37
圖 3-1 研究架構 38
圖 3-2. 問卷研擬過程 49
圖 4-1 迴歸分析結構 72

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