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系統識別號 U0026-0812200911295636
論文名稱(中文) 量販店商店類型、商店印象、顧客認知價值與顧客忠誠度之相關性研究
論文名稱(英文) none
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 93
學期 2
出版年 94
研究生(中文) 李宜蓁
研究生(英文) Yi-Chen Lee
學號 r4692408
學位類別 碩士
語文別 中文
論文頁數 115頁
口試委員 指導教授-蔡明田
口試委員-莊立民
口試委員-余明助
中文關鍵字 顧客忠誠度  顧客認知價值  商店類型  商店印象 
英文關鍵字 customer loyalty  customer perceived value  store image  store type 
學科別分類
中文摘要   近幾年來,量販店業者的競爭日趨激烈,量販店家數目日增,台灣的量販業店多數以零售型量販業為主,只有較少數幾家量販店以批發型方式來經營。此外,量販業逐漸進入價格戰的時代,但卻未思考該如何經營各店之特色,進一步塑造在消費者心中良好的商店印象,以提升顧客認知價值與顧客忠誠度。

  本研究之目的在於探討分析不同類型的量販店顧客,其對於商店印象是否有顯著差異、影響商店印象的因素有哪些、商店印象與顧客認知價值及顧客忠誠度間之關係以及顧客認知價值與顧客忠誠度之間是否具有正向的關係。本研究藉由問卷的方式,從消費者的觀點與感受,做一番深入的探討與研究,並加入人口統計變數來探討不同消費族群間對於量販店類型選擇與商店印象等各方面之影響,以期找出能提升顧客忠誠度之量販店因素,並提供量販業者在市場區隔時的方向參考,以提供未來量販店業者發展的方向。

  本研究所得到的重要結論如下:
1. 量販店類型會影響顧客對該量販店的商店印象。此外,批發型量販店無論在「人員服務」、「促銷」、「產品特性」及「商店氛圍」上,表現均比零售型量販店佳。
2. 消費者對於量販店的商店印象會影響其認知價值。當消費者對量販店人員服務印象、產品特性印象、促銷印象以及商店氛圍印象越佳,其認知價值也會越高。
3. 商店印象對顧客忠誠度之再購及推薦行為是具有顯著正向影響的,若顧客對該店店之商店印象越好,則顧客會有越高的再購意願以及口碑推薦等再購及推薦行為出現。就顧客忠誠度的價格容忍度的部分來說,若消費者對該店的人員服務以及產品特性印象越好,則消費者對於價格的容忍度越高,願消費金額越高。
4. 顧客認知價值對於商店印象與顧客忠誠度有中介作用。
5. 人口統計變數對商店類型的選擇、商店印象、認知價值與忠誠度有顯著影響。
6. 不同量販店別對商店印象、顧客認知價值與顧客忠誠度有顯著差異。
英文摘要   As the number of general merchandise store is increasing, the competition within market industry is more and more violent in these recent years. Most of the type of the stores in Taiwan are hypermarket, there are just a few merchandise stoes in Taiwan are operated in the type of warehouse store. Besides, this industry is going to be in the cost-leadership oriented times, the managers never think about how to operate the feature of each store. Furthermore, they should mold a good store image in consumer’s mind to raise customer received value and customer loyalty.

  The purpose of this research is to analyze that if the customer of different type of general merchandise storehas effect on store iamge; the factore of store iamge; the relationships of store iamge, customer percieved value and customer loyalty. This research is conducted by survey and add geographics to discuss that if different type of consumers has effect on store type choics nad store iamge to find the factore to raise customer loyalty.

  The results reveals that:
1. The store type have effects on store image in customer’s mind. Besides, Warehouse store have higher scores on the factors of service, promotion, product features and store atmosphere than hypermarket.
2. The store image will effect consumer’s percieved value. The higher scores on service, product features, promotion and store atmosphere, the higher scores on consumer’s percieved value.
3. Store image has positive effect on customer’s repurchase intention and recommendation behavior. The higher scores on consumer’s image, the higher possibility on their repurchase intention and recommendation behavior. In the apsect of price endurance, the higher scores on the factors of service and product features, the higher scores on the customer’s price endurance.
4. Customer’s percieved value has medium effect of store image and customer loyalty.
5. Geographics has siginificant effect on store type choice, store image, percieved value and customer loyalty.
6. Different hypermarkets has siginificant effect on store image, customer percieved value and customer loyalty.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第四節 論文結構 6

第二章 文獻探討 7
第一節 量販店之定義與類型 7
第二節 量販店商店印象 18
第三節 顧客認知價值 24
第四節 顧客忠誠度 31
第五節 商店類型、商店印象、認知價值與顧客忠誠度之關係 35

第三章 研究方法 38
第一節 研究問題與假設及研究架構 38
第二節 研究變數、操作性定義 44
第三節 問卷設計 46
第四節 資料蒐集方法與抽樣對象 50
第五節 資料分析方法 51

第四章 資料分析與研究發現 53
第一節 樣本結構 53
第二節 研究變項之描述性分析 58
第三節 各研究變項之因素分析、效度及信度檢定 61
第四節 各研究變項間之關連性分析 68
第五節 人口統計變數對各研究構面之分析 80

第五章 結論與建議 92
第一節 結論 92
第二節 研究貢獻 99

參考文獻 102

附錄一 研究問卷 112
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