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    題名: 臺灣大學生大型量販店商店印象與購買決策之比較研究
    其他題名: The comparative study of store image and purchasing decision on convenience chain store of university student in Taiwan
    台灣大學生大型量販店商店印象與購買決策之比較研究
    作者: 湯佳霖;Tang, Jia-lin
    貢獻者: 淡江大學國際貿易學系國際企業學碩士班
    黃志文;Huang, Chih-wen
    關鍵詞: 大型量販店;商店印象;購買決策;Convenience Chain Store;Store Image,;Purchasing decision
    日期: 2006
    上傳時間: 2010-01-11 01:33:21 (UTC+8)
    摘要: 近十年來,大型量販店之成長速度越來越快,也使得零售的行銷通路上發生重大的變革與創新。而何種因素能影響到大型量飯店的購買決策呢?是本篇後續所要討論到的主題。而Kunkel & Berry(1968)指出:零售業者必須塑造良好的商店印象,才能吸引目標消費群。

    本篇基於零售市場的變化,欲探討在不同區域的大學生,在大型量販店之商店印象與購買決策之關係,並引入了消費者購物型態及人口統計變數來加以探討。此外,將以大型量販店為探討對象,針對淡江大學與高雄第一科大商管學院學生進行了問卷調查,並採取了便利抽樣,共發出了1000份問卷,最後利用了多變量統計方法進行分析驗證了16項假設,結果發現:

    1.淡江大學與高雄第一科大商管學院學生在商店屬性重要性與滿意度間
    存在著差異。

    2.綜合商店印象會影響大學生購買決策

    3.淡江大學與高雄第一科大商管學院學生的綜合商店印象會受到購物型態之不同而有所影響。購買決策亦會受到購物型態之不同而有所影響。

    4.淡江大學與高雄第一科大商管學院學生的綜合商店印象會受人口統
    計變數不同而有所影響,該兩所大學的學生的購買決策皆會受人口統計變數的影響。


    關鍵字:大型量販店,商店印象,購買決策
    In the last decade, the growth of Convenience Chain Store is very rapidly , this trend has retail channel speedes up innovation and modernization. The factor which will affect purchase decision of CVS is the main purpose of this study. Kunkel and Berry(1968) indicated that the retailing proprietors should mold good store image in order to attract the target consumer.

    The purpose of this study is to try to find the relationship between store image and purchase decision of university student from Taiwan on the different regions, and a disscuss of between of purchase style and demographic variality . The data was obtained from a stratified proportional sample from the student of college of management in the Tamkang University and National Kaohusiung First University of Science and Technology. Then the data is analyzed by using multivariate statistical method and tries to verify sixteen hypotheses. The result shows as following:
    1. There are different between importance and satisfaction of store attributeon CVS from the students of the college from management in Tamkang University and National Kaohusiung First University of Science and Technology.
    2. The CVS total store image is good or not will influence purchase decision
    3. Shopping type is an important factor to influence CVS store image, and
    purchasing decision.

    4. The CVS total store image and purchasing decision are influenced by demographic variable.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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