便利商店蔬食商品的品牌忠誠度研究：以市場區隔為基礎

Abstract

本研究以市場區隔為基礎，探討計劃行為與體驗行銷如何影響消費者對便利商店蔬食商品的品牌忠誠度。文獻探討包含：便利商店與蔬食、全家便利商店的市場區隔、品牌忠誠度、計劃行為，以及體驗行銷。研究者先設計問卷進行全國調查，針對1,952位曾經購買過全家便利商店蔬食商品的消費者進行分析，進一步釐清影響消費者對建立該類商品品牌忠誠度的關鍵因素。隨後，研究者續邀請實際經營全家便利商店之店長，透過深度訪談進行質性資料的收集與分析，以彌補量化數據在解釋深度的侷限性。 透過量化研究發現，受調者對消費者計劃行為之三大面向，以「態度」認同最高，「知覺行為控制」次之，最後為「主觀規範」；對便利商店所提供之體驗行銷」，則以「感官」認同最高，「情感」次之，最後為「行動」。在影響消費者對全家便利商店蔬食商品品牌忠誠度建立的因素中，以體驗行銷的「行動體驗」影響力最大，「情感體驗」次之，最後則為計劃行為中的「主觀規範」。較特別的是，男性受調者在計劃行為構面中受「知覺行為控制」的負向影響。 本研究質性訪談結果顯示，由於店鋪所在地點的差異，導致其服務的消費者結構不盡相同，進而影響到消費者對蔬食商品的需求程度。店鋪在商品訂購與陳列策略上，需要因應其主要消費群的特性來進行調整。此外，店鋪所處的周邊環境亦會直接影響蔬食商品的市場接受度，其中，商圈人流的型態與特性，更應納入商品訂購的重要考量。 研究者認為，便利商店業者在蔬食商品品牌的經營上，應根據不同商圈環境與店舖型態進行差異化調整，透過精準對應的商品供應以契合店鋪所在區域消費需求，進而提升品牌認同與實質銷售表現。

By considering market segmentation, this study explores how planned behavior and experiential marketing affect consumers’ loyalty to brands of plant-based food (PBF) products sold in convenience stores. Literature on the following was reviewed: convenience stores and PBF products, the market segmentation research of FamilyMart, brand loyalty, planned behavior, and experiential marketing. First, a questionnaire was designed and administered on a nationally representative sample, and data collected from 1,952 consumers who had purchased PBF products from a FamilyMart convenience store were analyzed to clarify the key factors influencing consumers’ loyalty to PBF brands. Subsequently, managers of FamilyMart convenience stores were invited to participate in in-depth interviews, and the qualitative data obtained were analyzed. This qualitative analysis compensated for the lack of explanatory depth in the quantitative data. The quantitative research revealed that of the three aspects of consumer planning behavior, attitude received the highest support, followed by perceived behavioral control and finally subjective norms. Regarding the experiential marketing performed by convenience stores, “sense” experience received the highest support, followed by “feeling” and “acting” experiences. Of the factors influencing consumers’ loyalty to FamilyMart’s PBF products, “acting” experiences had the strongest influence, followed by the “feel” experience and subjective norms. Male respondents were discovered to be negatively affected by perceived behavioral control. The qualitative interviews revealed that stores’ consumer bases vary due to their different locations, in turn affecting the degree of consumer demand for PBF products. Stores must adjust their merchandise ordering and product display strategies on the basis of the characteristics of their main consumer groups. In addition, the surroundings of each store affect the market acceptance of PBF products. The type and characteristics of the flow of people in business districts should be taken into account when ordering such products. Convenience store managers should adjust the PBF brands and products that their stores offer on the basis of their business environment and store type and should precisely match their product supply to meet the demands of consumers in their area. Doing so will enhance brand recognition and improve sales performance.