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研究生: 陳秀觀
研究生(外文): Chen Hsiu-Kuan
論文名稱: 大高雄區便利商店之便利性對消費者購買意願影響之研究-以服務品質為中介效果
論文名稱(外文): Research on How Shopping Convenience of the Convience Stores in Kaohsiung for Consuming Influence Consumers’s Shopping Will—using Service Quality as Mediator
指導教授: 楊一峰
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 經營管理研究所
論文出版年: 2011
畢業學年度: 99
語文別: 中文
論文頁數: 79
中文關鍵詞: 便利商店、消費者、便利性、服務品質、購買意願
外文關鍵詞: convenience store, consumer, convenience, service quality, will to purchase
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  • 點閱:39
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    本研究欲探討便利商店業者營造之便利性、服務品質對於消費者購買意願之影響。為驗證此目的,於2011年1月對大高雄區之統一7-ELEVEN、全家Family Mart、萊爾富Hi-Life連鎖便利商店中12家門市之消費者發放360份問卷,其中有效問卷348份,有效回收率為96.67%。採用之研究分析方法為:信效度分析、因素分析、敘述性統計分析、相關分析與徑路分析。本研究得到結果為:一、便利商店營造之便利性對服務品質有顯著正向影響。二、便利商店營造之服務品質對消費者購買意願有顯著正向影響。三、便利商店營造之便利性對消費者購買意願有顯著正向影響。四、服務品質對便利商店營造之便利性對消費者購買意願有中介效果。研究建議連鎖便利商店業者能更瞭解整體之服務態度與品質及便利性對消費者購買意願之重要性,以提升消費者購買意願。

    This dissertation aims to find out the influence of convenience store owners’ service quality and conveience for consuming on consumers’ will to purchase. The data in the present study was collected from 348 questionnaires which chose consumers shopping in the twelve chained convenience stores ( within Kaohsiung 7-ELEVEN, Family Mark, Hi-Life) in January, 2011. This study adopted reliability analysis, factor analysis, descriptive statistics, correlation analysis, and path analysis. Based on the findings in the present study, there are some suggestions in the following: 1) Offering convenience service has obvious and positive influence to the service quality. 2) the important influence of the stores’ service quality and convenience for consuming on consumers’ will to purchase 3) service quality to the conveniece which the stores provide will play mediator to increase the consumers’ will to purchase.
    To sum up, the conclusion of this study recommended that the service providers of convenience store should emphasize on service quality as well as the overall convenience to reinforce the degree of customers’ satisfaction and elevate their will to purchase.

中文摘要…………………………………………………………………………………i
英文摘要…………………………………………………………………………ii
誌謝  iii
目錄  iv
表目錄  viii
圖目錄  ix
第一章 緒論  1
1.1 研究背景  1
1.1.1 業者成立背景  1
1.1.2 消費者行為  4
1.1.3購買意願的理論背景  5
1.1.4 便利性的理論背景  6
1.1.5 服務品質的理論背景  7
1.2 研究動機  8
1.3 研究目的  10
1.3.1 便利性對服務品質之影響  10
1.3.2 服務品質對購買意願之影響  12
1.3.3 便利性對購買意願之影響  13
1.3.4 便利性與服務品質對購買意願之影響  14
1.3.5 服務品質之中介效果  15
1.4 研究問題  16
1.5 研究步驟與流程  18
1.6 研究範圍  19
1.6.1 研究對象  19
1.6.2 統計方法  20
1.6.3 研究結果與貢獻  20
第二章 文獻探討  22
2.1 便利性  22
2.1.1 便利性之定義  22
2.1.2 便利性之理論  23
2.1.3 便利性之類型  25
2.1.4 影響消費者便利性之知覺因素  26
2.1.5 小結  27
2.2 服務品質  28
2.2.1 服務之定義  28
2.2.2 品質之定義  29
2.2.3 服務品質之定義  30
2.2.4 服務品質之模式  31
2.2.5 小結  32
2.3 消費者行為  33
2.3.1 消費者行為之定義  33
2.3.2 消費者行為之模式  34
2.3.3 小結  35
2.4 購買意願  35
2.4.1 購買意願之定義  36
2.4.2 購買意願之重要性  37
2.4.3 小結  37
2.5 研究假說  38
2.5.1 便利性與服務品質之關係  38
2.5.2 服務品質與購買意願之關係  39
2.5.3 便利性與購買意願之關係  40
2.5.4 便利性與服務品質和購買意願之關係  41
第三章 研究設計  43
3.1 研究架構  43
3.2 資料收集之方法  44
3.2.1 研究對象  44
3.2.2 樣本限制  44
3.2.3 問卷設計  45
3.2.4 問卷量表發展與設計  47
3.3 資料統計分析方法與運用  48
3.4 量表信效度分析  51
3.4.1 業者營造之便利性量表  51
3.4.2 業者營造之服務品質量表  52
3.4.3 購買意願量表  53
3.4.4 滿意度量表  53
第四章 實證分析  55
4.1 相關分析  55
4.2 徑路分析  56
第五章 研究結果與貢獻  61
5.1 研究結果  61
5.1.1 連鎖便利商店業者營造之便利性將對服務品質有正向影響  62
5.1.2 連鎖便利商店業者營造之服務品質對消費購買意願有正向影響  62
5.1.3 連鎖便利商店業者營造之便利性對消費者購買意願有正向影響  63
5.1.4 以服務品質為中介效果時,將強化便利商店業者所營造之便利性對購買意願之影響  63
5.2 研究貢獻  64
5.3 研究限制與建議  65
5.3.1研究限制  65
5.3.2未來研究之建議  66
參考文獻  67
附件一  77




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