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系統識別號 U0002-0207200812275600
中文論文名稱 商店屬性、顧客整體滿意度及再購意願之研究-以台北市區百貨公司為例
英文論文名稱 A Study of the Store Attributes, Customer Satisfaction and Repurchase Willingness - A Case on the Department Store of Taipei City
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 96
學期 2
出版年 97
研究生中文姓名 官秀梅
研究生英文姓名 Hsiu-Mei Kuan
學號 795610384
學位類別 碩士
語文別 中文
口試日期 2008-06-10
論文頁數 89頁
口試委員 指導教授-吳坤山
指導教授-羅惠瓊
委員-莊忠柱
委員-李月華
中文關鍵字 商店屬性  顧客滿意  再購意願 
英文關鍵字 store image attributes  customer satisfaction  repurchase willingness 
學科別分類 學科別社會科學管理學
中文摘要 近兩年來由於消費力不振及競爭者持續地加入,全世界密度最高的台灣百貨業所面臨的產業環境更加嚴峻。業者應思考如何在軟、硬體各項商店屬性的持續改善,以維持其競爭優勢。本研究希望能探討台北市區百貨公司消費者人口統計變數及生活型態對百貨商店屬性是否有影響及消費者對各商店屬性的重視程度與滿意程度的探討;並進一步探討商店屬性與顧客整體滿意度及再購意願之間的關係,此乃本研究主要目的。
本研究從相關的文獻探討開始著手,再根據其理論基礎建立本研究之架構與假設,並選用適當的量表為研究工具,經抽取台北百貨公司消費者為對象實施問卷調查。針對回收的有效樣本433份資料,進行信度分析、敘述性統計、因素分析、集群分析、變異數分析、相關分析及迴歸分析。經實證分析和討論後,獲致主要結論如下:
1. 不同生活型態變數對商店屬性有顯著差異。
2. 商店屬性對顧客整體滿意度有顯著正相關。
3. 顧客整體滿意度對再購意願有顯著正相關。
最後,依據研究結論,對台北市百貨業者及未來研究提出具體建議,以供參考。
英文摘要 In recent two years, not only the consumption is decreasing, but also more competitors entered the market. Consequently, department stores industry in Taiwan which is the most intense market in the world is facing the more severe competition. The department stores should focus on how to improve no matter on the hardware or the software to maintain the competitive advantage. This research is discussing several topics: first, the variables of the population of consumers in the department stores in Taipei, second, if the lifestyles would influence the property of department stores, third, the relation between the property of department stores and the satisfaction of consumers, and the willingness of repurchasing.
This research started from discussing some references, then setting up the structure and hypotheses, according to the theory of the references. Also, the research used adequate measurement scales, designed a questionnaire and chose the consumers of department stores as a population. With 433 response copies, this research is discussing reliability analysis, descriptive statistics, factor analysis, cluster analysis, ANOVA, correlation analysis, and regression analysis. After analyzing and discussion, the main conclusions are as below:
1. There is a dramatic difference between life styles and the property of the stores.
2. There is a significant positive correlation between the property of the stores and the satisfaction of the customers.
3. There is a significant positive correlation between the satisfaction of the customers and the willingness of repurchasing.
To sum up, this research is coming up with some suggestions to the general merchandise industry as references.
論文目次 目錄 I
表目錄 IV
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 商店屬性 7
第二節 顧客整體滿意度 14
第三節 再購意願 18
第四節 生活型態 20
第五節 生活型態與商店印象之關聯 23
第六節 商店印象、顧客滿意度與再購意願的關聯性 24
第三章 研究設計 27
第一節 關聯性研究架構 27
第二節 研究假說 27
第三節 研究對象與範圍 28
第四節 研究變數之定義與衡量 28
第五節 問卷設計 33
第六節 抽樣設計 37
第七節 資料處理及統計分析方法 37
第四章 資料分析 40
第一節 樣本資料描述 40
第二節 問卷信度分析 42
第三節 商店印象屬性分析 43
第四節 生活型態分析 53
第五節 人口統計變數在商店屬性上之差異分析 58
第六節 生活型態集群在商店屬性上的差異分析 61
第七節 生活型態構面、商店屬性、顧客整體滿意度與再購意願之關聯分析 62
第八節 商店屬性、顧客整體滿意度與再購意願之迴歸分析 65
第九節 分析結果彙總 67
第五章 結論與建議 69
第一節 研究結論 69
第二節 建議 71

參考文獻 74
一、中文部份 74
二、英文部份 766
三、網路部份 85
附錄 正式問卷 86


表目錄
表1-1 國內百貨業者營收與市占率排名................................................2
表1-2 2007 年百貨公司改裝計畫一覽....................................................2
表1-3 我國百貨公司業近五季營業額變化 單位:百萬元..............5
表2-1 商店印象定義之整理....................................................................7
表2-2 商店印象衡量構面整理..............................................................11
表2-3 顧客滿意度相關文獻整理..........................................................16
表2-4 再購意願定義相關文獻整理......................................................19
表2-5 人口統計變數與生活型態內容..................................................20
表2-6 生活型態定義整理......................................................................21
表2-7 Plummer(1974) 生活型態構面....................................................23
表2-8 影響商店印象之因素..................................................................24
表2-9 商店印象與顧客滿意度定義相關文獻整理..............................25
表2-10 顧客滿意度與再購意願定義相關文獻整理............................26
表3-1 商店屬性問卷變數構面操作說明..............................................34
表3-2 生活型態變數問卷操作整理......................................................35
表3-3 顧客整體滿意度問卷變數操作說明...........................................36
表3-4 再購意願問卷變數操作說明.......................................................37
表4-1 受訪者人口統計變數統計表......................................................41
表4-2 商店屬性、顧客整體滿意度及再購意願問卷之信度..............43
表4-3 商店屬性重視度排名..................................................................44
表4-4 商店屬性滿意度排名..................................................................46
表4-5 商店屬性問項之重視程度與滿意程度平均值差距比較..........49
表4-6 全體商店屬性重視度與滿意度差距比較檢定..........................50
表4-7 全體總合商店屬性排名..............................................................51
表4-8 全體總合商店屬性T 檢定..........................................................53
表4-9 生活型態因素分析結果..............................................................54
表4-10 各集群分配之人數與鑑別率....................................................56
表4-11 集群區別分析混淆表................................................................56
表4-12 各集群在生活型態構面與因素之變異素分析........................57
表4-13 性別變數變異數分析表............................................................58
表4-14 年齡變數變異數分析表............................................................59
表4-15 婚姻狀況變數變異數分析表....................................................59
表4-16 教育程度變數變異數分析表....................................................60
表4-17 個人月所得變數變異數分析表................................................60
表4-18 生活型態與商店屬性構面之變異數分析................................61
表4-19 生活型態構面與總合形象之相關矩陣....................................62
表4-20 商店屬性與顧客整體滿意度之相關矩陣................................63
表4-21 顧客整體滿意度與再購意願之相關矩陣................................64
表4-22 商店屬性與顧客整體滿意度之迴歸分析................................65
表4-23 總合形象與顧客整體滿意度之迴歸分析..................................... 66
表4-24 顧客整體滿意度與再購意願之迴歸分析................................66
表4-25 研究假設之檢定彙總................................................................68
表5-1 各百貨公司主顧客比較..............................................................72

圖目錄
圖1-1 百資公司專櫃保養品銷售研究(銷售單位:新台幣百萬元).4
圖1-2 研究流程........................................................................................6
圖3-1 關聯性研究架構圖......................................................................27
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10. 郭素紋(2005)。顧客滿意度與忠誠度對再購意願影響之研究-以國內宅配服務業為例。樹德科技大學經營管理研究所碩士論文
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1. 快樂購聯合集點卡
http://www.happygocard.com.tw/official/intro/about02.htm
2. 台灣商會聯合資訊網
http://www.tcoc.org.tw/newslist/036700/36746.aspx
3. 模範市場研究公司(TNS)
http://www.emailcash.com.tw/newcorp/tns_article65.htm
4. 微風廣場 精品街巡行記(新聞報導)
http://tw.news.yahoo.com/article/url/d/a/080502/78/ydt9.html
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