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題名 | 應用選擇集合模式分析消費者選擇店家之決策過程--以電腦大賣場為研究對象=The Application of Choice Sets Model in Analyzing the Consumer Decision Process of Selecting Retail Stores--The Case of Computer Super Marts |
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作 者 | 楊明璧; 鍾明峻; | 書刊名 | 東吳經濟商學學報 |
卷期 | 49 民94.06 |
頁次 | 頁1-37 |
分類號 | 496.34 |
關鍵詞 | 選擇集合模式; 路徑分析; 商店印象屬性; 電腦大賣場; Choice sets model; Path analysis; Store image attributes; Computer super marts; |
語文 | 中文(Chinese) |
中文摘要 | 過去十多年,我國資訊工業雖然蓬勃發展,卻普遍偏向重視生產而忽略通路的建構與行銷的規劃。隨著電腦化的普及,許多新興的通路與資訊賣場不斷地成立。而投入資訊通路的經營者,其所面臨最重要的課題仍是如何掌握住消費者。為此,本研究試圖透過分析大台北地區電腦大賣場消費者選擇店家的決策過程,運用選擇集合模型(choice sets model) 及路徑分析(path analysis) ,探討商店印象屬性對消費者選擇商店過程的影響,並提供電腦大賣場行銷策略運用之建議。本研究採用「簡單二段地區抽樣法」,以兩階段進行抽樣;第一階段先從母體之所有行政區隨機抽取(採用亂數表)適當數量之行政區作為分群的基礎,接著在第二階段再按照其相對於母體的人口比例決定各行政區應抽取的樣本數比例;然後採用當面指導之問卷調查方式,訪問了220 位曾去過電腦大賣場之民眾,其中有效問卷207 份。研究結果將商店印象屬性分成五群,對各購物階段的影響程度皆不同;最後本研究將全體大賣場依市占率及在各選擇集合之表現分成三類,並對不同類型賣場提出不同階段應注意事項以及不同的行銷策略建議。 |
英文摘要 | Over the past decade, IT industry has made a remarkable contribution to Taiwan’s economic development. However, due to its sole emphasis on manufacturing, the importance of marketing channel development has been neglected. Following the popularity of computerization, many computer super marts were set up. The most important issue that these super marts face is how to serve consumers well. By applying choice sets model and path analysis in studying the buying decision process of the IT consumers, who will consider buying IT products from computer super marts, we try to analyze the affects of store image attributes on the buying decision process, and propose certain marketing strategies to these computer super marts. We randomly picked four districts from 12 metro-Taipei districts, and sampled certain number of people who were planning to buy products from computer super marts from those picked districts. By analyzing the 207 valid answered questionnaires (from total of 220 copies), we classified the st ore image attributes into five groups which have different impacts on consumer decisions at different purchasing stages. At the end of this paper, we made some suggestions for super marts to enforce different store images at different stages. We also proposed certain marketing strategies for different types of super marts. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。