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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 雷立芬 | |
| dc.contributor.author | Ren-Hao Chang | en |
| dc.contributor.author | 張仁豪 | zh_TW |
| dc.date.accessioned | 2021-06-07T23:43:02Z | - |
| dc.date.copyright | 2014-07-29 | |
| dc.date.issued | 2014 | |
| dc.date.submitted | 2014-07-21 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/16661 | - |
| dc.description.abstract | 近年來經濟快速發展，民眾生活水準提高，搭配周休二日的實施，民眾生活型態改變帶動消費習慣的改變，民眾更重視消費環境及休閒樂趣，顧客希望在購物中能享受到生活愉快的感覺，可見零售業娛樂化是一個重要的趨勢。零售業與日常生活密不可分，不論是任何商品，只要是與最終消費者直接相關，都必須透過零售模式銷售。
Davis（1981）認為促銷為一種輔助性的銷售行為，在有限的時間下，企圖誘使消費者購買。但是Dodds et al.（1991）指出商店印象越正面，消費者購買意願越高。促銷可以吸引消費者者增加購買，良好的商店印象可以使消費者產生正面的印象。過去零售業研究大多集中在促銷對顧客滿意度和顧客忠誠度之研究，較少加入顧客對商店的印象來探討顧客滿意度和忠誠度。因此本研究加入商店印象效果來探討顧客滿意度與忠誠度之間影響。 本研究以台北市京站時尚廣場為訪問對象，採取便利抽樣法，回收問卷330份問卷，有效問卷301份，以結構方程式模型（Structural Equation Modeling，SEM）以及模糊質化比較法（Fuzzy set/ Qualitative Comparative Analysis，fs/QCA）進行研究假設之驗證。結果發現促銷對顧客滿意度與顧客忠誠度有顯著影響，商店印象對顧客滿意度有顯著影響，但對顧客忠誠度無顯著影響。最後，根據實證結果提供給連鎖加盟業者、傳統市場或農夫市集等作為未來經營之參考依據，譬如加強促銷活動以及提昇購物環境品質。 | zh_TW |
| dc.description.abstract | The economy develops rapidly in these years, wich has changed consumption habits, people pay more attention to consumer environment and recreational fun. For instance, customers would love to enjoy in shopping with pleasure. The retailing is as inseparable as daily life because all merchandise sold to final consumer through all kinds of retail stores.
Davis (1981) considered promotion as an auxiliary sale behavior, attempting to induce consumers to purchase under limited time. Dodds et al. (1991) pointed more positive impression of the store image, the higher the willingness of consumers to buy. The promotions can attract the consumer to increase purchase intention and good store image can make the consumer produce a positive impression. This study aims to investigate the effect of store image between customer satisfaction and loyalty. Taipei Q Square is set as the access object and structural equation modeling (SEM), fuzzy set / qualitative comparison analysis (fs / QCA) are used to verify the hypothesis. The results found that promotion had a significant effect on customer satisfaction and customer loyalty, and store image has a significant impact on customer satisfaction, but no significant impact on customer loyalty. Eventually, it will provide franchisees, traditional market or farmer’s market the operational reference basic according to substantial evidence result in the future. | en |
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| dc.description.tableofcontents | 摘要…………………………………………………………………………………….I
ABSTRACT ……………………………………………………………………………II 表目錄 ……………………………………………………………………………..V 圖目錄 ………………………………………………………………………….VIII 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 第二章 零售業演變與現況介紹 7 第一節 綜合商品零售業介紹 7 第二節 百貨公司發展史 16 第三節 京站時尚廣場 22 第四節 傳統市場、生鮮超市、農夫市集之比較 25 第三章 文獻回顧 27 第一節 促銷效果 27 第二節 商店印象 30 第三節 顧客滿意度 35 第四節 顧客忠誠度 38 第四章 研究假設與研究方法 41 第一節 研究假設 41 第二節 研究變數操作型定義與問卷設計 43 第三節 結構方程式 49 第四節 驗證性因素分析 53 第五節 模糊質化比較分析 56 第五章 實證結果與分析 59 第一節 敘述統計 59 第二節 信、效度分析 61 第三節 T檢定與單因子變異數分析 62 第四節 驗證性因素分析結果 70 第五節 研究假設之驗證 87 第六節 模糊質化比較分析 94 第七節 結構方程式與模糊質化比較分析之討論 97 第六章 結論 99 參考文獻 ………………………………………………………………………….103 附錄一:前測問卷之信度分析結果 111 附錄二:正式問卷 113 附錄三:正式問卷信度分析結果 116 | |
| dc.language.iso | zh-TW | |
| dc.subject | 商店印象 | zh_TW |
| dc.subject | 京站 | zh_TW |
| dc.subject | 促銷 | zh_TW |
| dc.subject | 顧客滿意度 | zh_TW |
| dc.subject | 顧客忠誠度 | zh_TW |
| dc.subject | 結構方程式（SEM） | zh_TW |
| dc.subject | 模糊質化比較法（fs/QCA） | zh_TW |
| dc.subject | Customers Satisfaction | en |
| dc.subject | Store Image | en |
| dc.subject | Customers Loyalty | en |
| dc.subject | Fuzzy set/ Qualitative Comparative Analysis（fs/QCA） | en |
| dc.subject | Structural Equation Modeling（SEM） | en |
| dc.subject | Q square | en |
| dc.subject | Sale Promotion | en |
| dc.title | 促銷、商店印象、顧客滿意度與忠誠度關係之研究
─從京站時尚廣場看農產品零售 | zh_TW |
| dc.title | A Study on the Relationships among Sale Promotion, Store Image, Customers' Satisfaction and Loyalty:
From Q Square to Agricultural Retailing | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 102-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 吳志文,游慧茹 | |
| dc.subject.keyword | 京站,促銷,商店印象,顧客滿意度,顧客忠誠度,結構方程式（SEM）,模糊質化比較法（fs/QCA）, | zh_TW |
| dc.subject.keyword | Q square,Sale Promotion,Store Image,Customers Satisfaction,Customers Loyalty,Structural Equation Modeling（SEM）,Fuzzy set/ Qualitative Comparative Analysis（fs/QCA）, | en |
| dc.relation.page | 117 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2014-07-21 | |
| dc.contributor.author-college | 生物資源暨農學院 | zh_TW |
| dc.contributor.author-dept | 農業經濟學研究所 | zh_TW |
| 顯示於系所單位： | 農業經濟學系 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-103-1.pdf 未授權公開取用 | 2.88 MB | Adobe PDF |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。