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系統識別號 U0026-3006201323034100
論文名稱(中文) 大型量販店顧客行為意向之研究-以台灣北、中、南為例
論文名稱(英文) The Research of Hypermarket Consumers Behavior Intention-A Study in Northern, Middle and Southern Taiwan
校院名稱 成功大學
系所名稱(中) 統計學系碩博士班
系所名稱(英) Department of Statistics
學年度 101
學期 2
出版年 102
研究生(中文) 張家華
研究生(英文) Chia-Hua Chang
學號 R26004043
學位類別 碩士
語文別 中文
論文頁數 119頁
口試委員 指導教授-吳宗正
口試委員-溫敏杰
口試委員-賴明材
中文關鍵字 量販店  顧客價值  行為意向  線性結構關係模式 
英文關鍵字 Hypermarket  Customer Value  Behavior Intention  LISREL 
學科別分類
中文摘要 量販店於 1980 年代興起後,國人消費型態漸漸從傳統市場轉為量販店,目前量販店業已進入成熟期,密集度相當高,競爭是越來越激烈。因此,量販店業者要如何創造新顧客與維持舊顧客,是一個很重要的議題。所以業者應給予顧客良好的印象,最真誠的服務,並訂定正確的行銷策略,才能在如此競爭的產業環境下保持亮眼的成績。

本研究以台灣三大地區,北、中、南部地區之15歲至49歲,且曾到家樂福、大潤發、好市多(Costco)其中一家消費過的民眾作為研究對象,依照分層比例隨機抽樣,以線上網路問卷方式收集樣本。本研究探討之構面包含商店形象、服務品質、顧客價值、顧客滿意度及行為意向五大構面,並建立線性結構關係模式,目的是想探討五大構面之間關聯性研究。

本研究證實商店形象、服務品質、顧客價值、顧客滿意度及行為意向之直接與間接關係,將建議量販店業者著重於提升顧客價值,其提高消費者正向之行為意向效果最佳。
英文摘要 After hypermarket starting gaining popular in 1980s, consumption pattern is being transferred from traditional market to hypermarket in Taiwan.

Nowadays, hypermarket industry has been in such a mature period and high density that the competition becomes more drastic. In this way, it’s a very crucial issue related to how the enterprises create new and retain the old customers. By impressing customers well, offering sincere services, and setting up right strategies should be the principles allowing hypermarket enterprises to survive this intense
competition and still have great score.

This study introduces subjects at the age from 15 to 49 who have been to Carrefour, RT-Mart, and Costco in North, Middle and Southern Taiwan, adopting stratified random sampling and getting samples through the internet questionnaires. We take five dimensions into consideration, which are store image, service quality, customer value, customer satisfaction and behavior Intention respectively, and establish a suitable model by LISREL to explore the association among the five
dimensions.

At the end of this study, we verify the correlations among store image, service quality, customer value, customer satisfaction and behavior intention. Based on the results, we recommend the managers of hypermarket industry should raise customer value which is the most effective solution to improve the positive behavior intention of customers.
論文目次 摘要 I
誌謝 III
目錄 IV
表目錄 VI
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與對象 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 商店形象 5
第二節 服務品質 7
第三節 顧客價值 15
第四節 顧客滿意度 18
第五節 行為意向 21
第六節 商店形象、服務品質、顧客價值、顧客滿意度 24
及行為意向之關聯性研究 24
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假設 29
第三節 研究操作型定義與衡量 29
第四節 問卷設計 31
第五節 抽樣設計 36
第六節 統計分析方法 38
第四章 資料分析 47
第一節 前測分析 47
第二節 樣本結構分析 49
第三節 敘述統計分析 50
第四節 信度分析 55
第五節 因素分析 55
第六節 效度分析 60
第七節 差異性分析 67
第八節 線性結構關係模式 71
第九節 多群組線性結構關係模式之比較 77
第五章 結論與建議 84
第一節 研究結論 84
第二節 研究建議 88
第三節 研究限制 90
參考文獻 91
附錄一 附表 103
附錄二 附圖 110
附錄三 問卷 113
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