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題 名 | 量販店商店形象與顧客再購意願之研究=Hypermarket Store Image and Customer Repurchase Intention |
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作 者 | 劉財龍; 李耀奎; | 書刊名 | 大仁學報 |
卷 期 | 29 民95.12 |
頁 次 | 頁203-225 |
分類號 | 498.75 |
關鍵詞 | 量販店; 商店形象; 顧客再購意願; Hypermarket; Store image; Customer repurchase intention; |
語 文 | 中文(Chinese) |
中文摘要 | 為補足先前研究之實務與議題缺口,本研究之目的旨在針對量販店、商店形象及顧客再購意願等議題做較深入之文獻探討,及嘗試建構一套適合衡量國內量販店建立其商店形象與提升顧客再購意願之研究架構,以協助國內量販店業者未來能提升其營運績效。經由回收家樂福、愛買吉安,及好市多等三家知名量販店之顧客問卷共454份,並配合多元迴歸分析驗證各研究假說。研究結果顯示:(1)量販店提供愈多購物便利性、商品齊全性、良好服務及舉辦經常性活動,愈能提昇顧客忠誠度;至於商店氣氛則對提昇顧客忠誠度無顯著影響;(2)量販店提供良好服務是唯一對顧客願意支付更多具有顯著正向關係,便利性、商品齊全性、商店氣氛及經常性活動等則無顯著影響;(3)量販店提供愈多購物性便利、良好服務及經常性活動,愈能有效降低顧客之移轉意念;(4)量販店建立購物便利性、商品齊全性、商店氣氛及經常性活動等商店形象,仍無法改善顧客問題之外向與內向反應;唯能提供良好服務會對顧客問題之外向與內向反應有顯著影響。據此本研究對國內量販店業者提出使便利性更具彈性化、服務品質更精緻化、結合廠商共同舉辦多樣化活動等經營管理策略之相關建議。 |
英文摘要 | To bridge the gap f past studies, this research attempts to explore the relationships between hypermarket store image and customer repurchase intention, and to build up a research framework in order to help domestic hypermarkets increase their business performance in the future. 454 data were collected from three famous hypermarkets' customers (i.e., Carrefour, Geant, Costco) and were analyzed by multiple regression to examine the research hypotheses. The results were as follows: (1) Hypermarket that provides a greater purchasing convenience, goods completeness, service and frequent activity will increase customer loyalty. Nevertheless, store atmosphere has no significant influence on customer loyalty. (2) Better service provided by hypermarket positively impacts only on customer's willingness to pay. In contrast, purchasing convenience, goods completeness, store atmosphere, and frequent event have no significant influence on customer's willingness to pay. (3) Hypermarket that provides a greater purchasing convenience, service, and frequent activity will significantly reduce customer's perception of transfer. (4) Although hypermarket builds up some store images (e.g., purchasing convenience, goods completeness, store atmosphere, and frequent activity), those store images still cannot improve customer respondences of external and internal questions. Specifically, only better service can significantly impact on external and internal question respondences of customer. In sum, this research provides some suggestions of strategic management for domestic hypermarkets such as more convenient plasticity, more delicate service quality, and more diversified activity alliance will other value chain members. |
本系統中英文摘要資訊取自各篇刊載內容。