Store Attribute Beliefs as a Tool for Gaining Customer Share

Abstract

在現今激烈的零售環境中，廠商要憑藉著不同的策略才能存活。因此，消費者貢獻度對於廠商而言是一項重要的指標。在這份研究中，我們想要深入探討影響消費者貢獻度的因素。雖然在過去的研究中，已有學者研究過消費者貢獻度的議題，但所研究的範圍仍屬於局部性的驗證。因此，本研究想以整合性的觀點來探討消費者貢獻度的這個議題。而本研究最後產生的結論有下列三點：（1）商店屬性認知會透過購物價值和購物滿意度來影響消費者貢獻度。也就是說，若消費者對於商店屬性有較正面的認知時，他們的貢獻度會比較高。（2）在整個購物流程中，具有高度氣氛回應力的消費者會比低度回應力的消費者，更能獲得購物消費中的利益和價值。（3）經濟購物傾向的消費者就算對於該商店滿意，也不會提高他們對於該商店的貢獻程度。這類型的消費者，總是在尋找最具有經濟利益的商店，所以他們會一直轉換購買的商店。最後，在本研究中亦發現，娛樂購物傾向的消費者會對於購物滿意度和消費者貢獻度之間的關係有所影響。

In today's competitive environment, marketers have to pursue a variety of specialized strategies to succeed, and in this context ”customer share of wallet” (also known as customer share) has become an important indicator for marketers. In this study we examine what factors have an influence on customer share. Although there have been many studies discussing this topic, their findings have not yet been integrated. Therefore, in this study we adopt a new perspective in this study to discuss customer share, and several conclusions are obtained, as follows: (1) Store attribute beliefs have an influence on customer share through shopping value and shopping satisfaction. That is, if consumers have more positive store attribute beliefs, then higher customer share will occur. (2) Consumers who have higher atmospheric responsiveness will perceive more shopping benefits and value during their shopping trips than otherwise. (3) Economic shoppers have lower customer share than other shoppers, even though they have high shopping satisfaction. In addition, economic shoppers tend to find the most financially beneficial store to shop in, and thus they often change the stores they patronize. (4) Recreational shopping orientation can strengthen the relationship between shopping satisfaction and customer share.