頁籤選單縮合
題 名 | 臺北市速食連鎖店顧客惠顧行為之研究 |
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作 者 | 周逸衡; 王建彬; | 書刊名 | 中原學報 |
卷 期 | 15 1986.12[民75.12] |
頁 次 | 頁96-102 |
分類號 | 496.34 |
關鍵詞 | 行為; 連鎖店; 速食; 惠顧; 臺北市; 顧客; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究係採配額抽樣方式,選取臺北市中式及西式速食連鎖店之惠顧者622人,以結構式問卷作人員訪問,探討商店類型及惠顧者個人特質與惠顧動機、資訊來源、評估行為、惠顧行為及滿意程度之間的關係,以作為各類型速食商店擬訂行銷策略之參考。研究架構基本上係依循EKB之購買決策模式。 研究結果顯示:1.前往中西式兩類速食連鎖店之惠顧者其主要惠顧動機無明顯差異。2.不同之性別、年齡、教育程度與職業之顧客,其惠顧動機有異。3.中西式速食連鎖店之惠顧者其資訊收集之來源重點不同。4.年齡、職業、與所得之不同,對速食連鎖店之印象好壞不同。5.惠顧者的性別、年齡、教育程度與職業對其惠顧行為有影響。6.年齡、教育程度與職業對其惠顧滿意程度有影響。 |
英文摘要 | The purpose of this study is to find the relationship between decbion process and personal characteristics of the chinese and western fast-food chain store's consumers. We define the patronage decision process as problem recognition, sources of information search, alternative evaluation, choice of patronage and patronatge outcomes according EKB model. We have investigated 622 consumers in Taipei by structurized questionaire, tionaire whom are quota sampling controlled sex and age from two chinese style and two western style fast-food chain stores. The findings are: 1.The problem recognition of patronage is related to sex, age, education, and occupation. 2. The store image of fast-food chain stores is related to age. occupation, and income. 3. The choice of patronage is related to sex, age, education, and occupation. 4. The level of patronage satisfaction is related to age, education, and occupation. 5. The source of information search is significantly different from chinese and western style fast-food chain stores. |
本系統中英文摘要資訊取自各篇刊載內容。