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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/102198

    Title: 餐飲特色商品對經營便利商店的影響
    Other Titles: The impact of food product characteristics on the operations of convenience stores
    Authors: 劉信良;Liu, Hsin-Liang
    Contributors: 淡江大學管理科學學系企業經營碩士在職專班
    Keywords: 便利商店;鮮食;餐飲;購買行為;Convenience Store;Consumer;Fresh Food;dining and purchase behavior
    Date: 2014
    Issue Date: 2015-05-04 09:49:50 (UTC+8)
    Abstract: 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:
    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.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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