頁籤選單縮合
題 名 | 零售商店惠顧者動機、購物行為和滿意度之分析=The Influence of Shopping Motive on Buying Behavior and Satisfaction of Retail Patrons |
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作 者 | 李皇照; 方俊欽; | 書刊名 | 農產運銷論叢 |
卷 期 | 4 1999.03[民88.03] |
頁 次 | 頁1-12 |
分類號 | 496.34 |
關鍵詞 | 惠顧動機; 購物行為; 滿意度; Shopping motive; Buying behavior; Satisfaction; |
語 文 | 中文(Chinese) |
中文摘要 | 本文旨在探討消費者手顧零售商店動機與購物行為和滿意度日之關係,以立意抽樣 臺中地區惠顧大型量販店消費者220個樣本,K平均數法群分析結果顯示,樣本受訪者可區 分顧「產品動機群」、「娛藥動機群」,和「混合動機群」。三種動機組群在受訪者年齡和家庭 收人變項上具統計顯著性差異,不同動機組群在購物行為偏好和購物後滿意度評價得分,也 達顯著差異水準,購物行為偏好和滿意度評價得分都以產品動機組群最高。本研究結果意涵 著零售商可依消費者的惠顧動機來區隔市場和制訂行銷策略,因為消費者產向導向的惠顧動 時程度愈強烈,購正向購買行為偏好和購物後滿意度評價也會愈高。 |
英文摘要 | The main objective of this study is to analyze the influence of shopping motive on buying behavior and satisfaction of retail patrons. Personal interviews were conducted with a sample of 220 adult shoppers of hyper market in Taichung city Selection of respondents was accomplished by purposive sampling procedure designed to obtained widespread coverage of different characteristics of shoppers. The results of K-means clustering algorithm indicate that shopping motives of respondents can be classified into three categories product-oriented, experiential and a combination of product and experiential. The chi-square test statistically significant variations in ages and family income among three shopper types. The evidences of ANOVA show that the preference of buying behavior and the assessment of satisfaction are significant difference among three shopper types. The results suggest that shopping motives may offer additional opportunities for market segmentation and direct differentiated marketing efforts for distinct shopper types. |
本系統中英文摘要資訊取自各篇刊載內容。