台北市傳統零售市場消費者購買意願之研究

Abstract

傳統零售市場曾是國民主要購買魚肉果菜等生鮮農產品的場所，隨著經濟發展與產業結構的轉型，民眾的生活型態也逐漸改變，同時量販店、大賣場與超市林立，此類新型態銷貨通路之購物環境舒適寬敞，讓消費者在購物時有良好之購物體驗，這些因素皆對傳統市場的經營也帶來衝擊，導致傳統市場有在高度零售通競爭之下，有逐漸沒落之趨勢。本研究以台北市傳統市場為研究對象，探討購物環境、消費者生活型態、顧客滿意度與購買意願之間的關係，以期提供政府部門研擬相關政策之參酌。 本研究採用簡單便利抽樣法，以台北市民眾為訪問對象，共發放268份問卷，有效問卷240份，並利用結構方程模型驗證假設。實證結果發現生活型態對購買意願有正向顯著影響；購物環境對顧客滿意度以及購買意願有正向顯著影響；顧客滿意度對購買意願有正向顯著影響。根據研究結果，建議傳統市場在購物環境方面，應加強整體環境舒適度與動線流暢度，以避免環境髒亂與人潮擁塞的情況；此外，攤商應該提供良好的服務態度，並且對產品具有專業知識以建立良好口碑，有助於增加顧客滿意度，提升消費者購買意願。在消費者生活型態方面，傳統市場可以根據消費者之生活型態作為和其他零售通路之市場區隔變數，並且充分發揮傳統市場的富人情味、產品因自產自銷以確保品質與來源等優勢，增加消費者到傳統市場之購買意願。

In the Japanese colonial period in Taiwan, there have been some places similar to today’s traditional market where selling fishes, fruits and vegetables. With the transformation of economic development and industrial structure, people's lifestyle change gradually, meanwhile, plus many discount stores, hypermarkets and and supermarkets built islandwide, these new kings of retailers provide customers good purchasing environment which make them having good purchasing environment, these factors bring impact to traditional markets and result in the tendency of gracual decline of traditional markets. This research selected the traditional markets in Taipei as a reaearch objective to comprehend the relationship between purchasing environment, consumers’ lifestyle, satisfaction and purchase intention. Theis research’s questionnraies apply convience sampling methoed to survey 268 Taipei residents and 240 valid questionnaires were received, and using Structural Equation Model (SEM) to verify the hypothesis. The result found that lifestyle has a significant positive effect on purchase intention; purchasing environment has a significant positive effect on satisfaction and purchase intention, and satisfaction has a significant positive effect on purchase intention. According to the result, this research recommend the traditional markets should strengthen the overall environmental comfort and dynamic line fluency, vendors should provide a good service attitude and enhence the expertise of products to establish a good word of mouth. Besides, traditional markets could use lifestyle as market segmentation variables to plan business strategies, make a good use of human touch, and increase product quality to increase consumer purchase intention.