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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87306

    Title: 大臺北地區連鎖書店之店內氣氛, 服務品質與品牌形象對購買意願之影響
    Other Titles: A study of the relationships among store atmosphere, service quality, brand image and purchase intention : the case of bookstores in Taipei area
    Authors: 劉筠芃;Liu, Chun-Peng
    Contributors: 淡江大學國際企業學系碩士班
    Keywords: 商店氣氛;服務品質;品牌形象;購買意願;連鎖書店;store atmosphere;Service Quality;Brand Image;Purchase Intention;Bookstores
    Date: 2012
    Issue Date: 2013-04-13 10:56:43 (UTC+8)
    Abstract: 隨著傳播媒體多元化與科技的日新月異,我們閱讀的方式趨向多元,傳統的圖書閱讀行為漸漸減少,轉變成即時化與片段化。從〈2010年圖書出版業產業調查報告〉可知國人書籍資訊有56.9%來自逛實體書店,且購書地點以連鎖書店為最大宗(69.8%),顯示實體書店的存在與功能仍為重要。然而,隨著生活水準提升,我們不再只是購買‘商品’而已,而是進入一個追求品質與美感、消費空間的時代。
    With diversity in mass media and advances in technology, we can get information and read books everywhere once connecting computer, smart phone and tablet PC to internet. As traditional reading behavior become less, our reading turn into instantly and fragmental. From Book Publishing Industry Repot 2010, nationals get book information from physical bookstore(56.9%) and buy books in chain bookstores(69.8%), and that reveals the importance and necessary of existence of physical bookstore. However, with times go by and boosting residents’ living standards, we enter an era of pursuing quality, aesthetic and consuming space rather than just buying “product”.
    The study scope of this thesis are Kingstone Bookstore, Eslite, Cavesbooks, HESS Bookstore, Steppingstone, Nobel Bookstore and FNAC , and we discuss the influence of chain bookstores’ atmosphere, service quality and brand image on purchase intention. Meanwhile, we want to find out mediator effect of brand image.
    Through hypothesis examining, the results show that when the bookstores are designed by purpose and providing comfortable environment, the atmosphere will positively influences purchase intention. And providing high level service and surpassing in consumers’ expectation, service quality will positively influences purchase intention. Besides, precise style transmission and deeply rooted brand image also positively influence purchase intention. It concludes that the atmosphere, service quality and brand image of chain bookstores influence consumer purchase intention, and brand image plays a mediator role between atmosphere, service quality and purchase intention.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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