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

淡江大學機構典藏 > 商管學院 > 國際企業學系暨研究所 > 學位論文 > Item 987654321/87306

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题名:	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
其它题名:	A study of the relationships among store atmosphere, service quality, brand image and purchase intention : the case of bookstores in Taipei area
作者:	劉筠芃;Liu, Chun-Peng
贡献者:	淡江大學國際企業學系碩士班何怡芳
关键词:	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
日期:	2012
上传时间:	2013-04-13 10:56:43 (UTC+8)
摘要:	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。本研究以大台北地區為研究範圍，並選取分店數最多的前七家書店：誠品書局、金石堂文化廣場、何嘉仁書店、敦煌書局、諾貝爾圖書城、墊腳石圖書廣場、法雅客為研究對象，探討連鎖書店的氣氛、服務品質與該書店品牌形象是否會影響消費者購買書籍的意願，並探討氣氛、服務品質與購買意願之間是否存在品牌形象中介效果。經假說驗證，當書店的氣氛經過設計、提供舒適的閱讀環境給消費者時，會正向影響消費者的購買意願；提供好的服務品質與超越期待的服務也正向影響消費者購買意願；而清楚的品牌風格傳達與深植人心的品牌形象也會正向影響消費者購買意願；此外，氣氛的塑造與良好的服務品質的提供會影響消費者對該品牌形象的認知，進一步影響購買意願。因此，連鎖書店的店內氣氛、服務品質與品牌形象會影響消費者購買書籍的意願，且品牌形象具有中介效果。 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.
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