臺灣博碩士論文加值系統

　　便利商店的消費者行為有別於其他型態的購買行為，但是先前的學者在研究零售領域的消費者行為時，大多把焦點集中在百貨公司、大賣場或超級市場，鮮少有人探討便利商店的消費者型態或消費者行為。

　　本研究先後以兩種購物者分類法將受訪者分類，首先根據購物傾向將便利商店的消費者分成三種型態，然後再依其到便利商店的消費動機將同一群受訪者分成五種型態。接著，本研究探討在兩種分類法下，各種不同消費群體在各種變數上的差異，以及購物傾向與購物動機的各項構面和各類別購買頻率之間的關係。

　　資料分析結果發現：受訪者可依據其購物傾向分為「冷漠型購物者」、「中庸型購物者」、以及「活躍型購物者」，同時，可依據其便利商店的消費動機分為「例行性購物者」、「促銷品購買者」、「輕度使用者」、「重度使用者」、以及「臨時性購買者」。兩種分類的交叉分析結果顯示：便利商店的主要消費客層大多為「活躍型消費者」，他們具有購物自信、喜歡和朋友一起購物並分享消費資訊、而且喜歡到人們認識他的地方購物。消費者到便利商店的消費動機依序為臨時需求、預期用處、嚐試新品與購買特價品，顧客對於飲料、零食、用品與出版品的新商品需求較高。最後並根據研究發現，提出相關的管理意涵供業者擬定行銷策略時的參考。

　　The consumer behavior of convenience stores is different from other types of shopping, but previous researchers focus on the field of department stores, supermarkets, or other types of shopping in their surveys of retail issues. Little attention has been given to the consumer behavior in convenience stores.

　　This research categorize the consumers of convenience stores by two taxonomies at the same time, first it categorize the respondents into three types on the base of shopping orientation, and then it categorize the same respondents into five types on the base of shopping motivation. The effort was made to explore the variation between each group of consumers differentiated on the base of the two taxonomies. Besides, it also probes for the correlation between each dimension of shopping orientation, shopping motivation, and the patronage behavior.

　　The result enable the identification of three distinctive shopper types based on the shopping orientation: (1) the apathetic shoppers, (2) the moderate shoppers, (3) the active shoppers, and differentiate five fairly distinct shopper types based on the shopping motivation of convenience stores:(1) the routine shoppers (2) the special buyers (3) the light users (4) the heavy users and (5) the occasional shoppers. The result of cross analysis of the two taxonomies indicate that the main customers of convenience stores are likely to be “active shoppers”, they have shopping confidence, like to shop with friends and sharing shopping information with them. They also like to shop where people or clerk know them .The motivations of patronizing a convenience store are “occasional needs”,” anticipated utility”, “trying new products”, and “buying special” in order of intensity, the customers have a higher intensity of need for new products in the categories of beverages, nibble snacks, commodity, and publication. Finally the study propose some
Practical managerial suggestions for proprietors to form related marketing strategies.

第一章　序論 8
　第一節　研究背景與動機 8
　第二節　研究問題與目的 10
　第三節　研究方法與步驟 11
第二章　文獻探討 12
　第一節　消費者購物動機 12
　第二節　消費者購物傾向 18
　第三節　消費者分類學 23
　第四節　商店印象及其屬性 30
　第五節　觀念性架構 43
第三章　研究設計 44
　第一節　研究假設與研究架構 44
　第二節　變數操作性定義與衡量尺度 47
　第三節　研究對象與方法 53
第四章　研究分析結果 55
　第一節　樣本結構 55
　第二節　購物傾向與便利商店消費動機之因素分析 57
　第三節　消費者分類 63
　第四節　各類別消費者之屬性分析 65
第五章　結論與意涵 81
　第一節　結論 81
　第二節　管理上的意涵 83
　第三節　研究貢獻 86
　第四節　研究限制與未來研究方向 87

參考文獻 88

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