English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 52047/87178 (60%)
造訪人次 : 8704311      線上人數 : 142
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/102198


    題名: 餐飲特色商品對經營便利商店的影響
    其他題名: The impact of food product characteristics on the operations of convenience stores
    作者: 劉信良;Liu, Hsin-Liang
    貢獻者: 淡江大學管理科學學系企業經營碩士在職專班
    李培齊
    關鍵詞: 便利商店;鮮食;餐飲;購買行為;Convenience Store;Consumer;Fresh Food;dining and purchase behavior
    日期: 2014
    上傳時間: 2015-05-04 09:49:50 (UTC+8)
    摘要: 隨著社會脈動,連鎖便利商店競爭越顯激烈,其中便利商店餐飲商品為各便利商店間最主要之差異化商品,因此本研究將以便利商店的餐飲商品作探討與便利商店獲利間之關係,研究目的在於探討便利商店中最競爭的新北市便利商店區域裡,其消費者對於7-11餐飲形象之認知,並進一步探討其新北市門市餐飲商品與獲利之關係,提供業者後續經營之參考。本論文的主要研究問題為:
    一、新北市便利商店顧客購買餐飲商品時會受哪些項目影響?
    二、便利商店持續與消費者溝通商品品質、便利商店購物多元化、商品獨特性、服務品質、購物空間增加對消費者購買意願是否有影響?
    三、在便利商店業者提供餐飲商品中,哪些作法會影響消費者購買意願與獲利間之關係?
    本研究透過各商圈店數在新北市門市數之佔比作發放門市店數參考,共計發40店,每店50份問卷,合計2000分問卷,回收1732份問卷。研究結果發現:
    一、消費者購買意願提高,才可帶動便利商店餐飲商品來提高便利商店獲利。
    二、消費者購買意願對於便利商店餐飲商品認知、便利商店商品特色為關鍵的影響中介變數。
    三、最具有獨特性或者差異化之商品對獲利貢獻並無顯著性。
    Along with the social development, the competition of convenience chain store has intensified day in and day out. Among all the competitions, food and beverage products are the major differentiative target. Therefore, this thesis will try to explore the impact of food and beverage products on store profits. The purpose is to investigate consumers’ perceptions toward the food and beverage products offered by 7-11 stores within the New Taipei City area that is the most competitive area. In addition, the profit genearting strength of food and beverage prodcuts will also be examined in order to provide suggestions regarding store operations and management. The main research questions are:
    1.What types of product would influence consumers to purchase food and beverage products?
    2.What would be the impact of continuously communicating product quality, diversified consumption experiences, uniqueness of the products, service quality, and shopping space on purchase intention?
    3.In offereing food and beverage products, what activities would exert impact on the relationship between purchase intention and profit?
    The study distributed questionnaires to 40 stores which is determined by the number of stores in each commercial areas throughout the New Taipei City area. Each store sent out 50 questionnaires totaling to 2000 questionnaires. Out of those 2000 questionnaires, 1732 were collected. Results of the study include:
    1.Increase consumers’ purchase intention would enhance store profitability brought by food and beverage products;
    2.Consumers’ purchase intention is an important mediating variable for consumers’ perception toward food and beverage products as well as the distinguished attributs of the product;
    3.Uniqueness and differentiation would have no impact on profitability.
    顯示於類別:[管理科學學系暨研究所] 學位論文

    文件中的檔案:

    檔案 大小格式瀏覽次數
    index.html0KbHTML81檢視/開啟

    在機構典藏中所有的資料項目都受到原著作權保護.

    TAIR相關文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回饋