百貨公司商店形象及促銷活動對台北市消費者購買決策影響之研究

Abstract

目前台灣百貨產業的發展已經達到激烈競爭的階段，全台灣目前有22家百貨公司，而光是台北市的大型百貨公司就多達12家，導致各家百貨公司的競爭處於白熱化的情況，而此產業正面臨嚴苛的「適者生存，不適者淘汰」的挑戰，唯有正確的經營方式才能夠在這個市場繼續生存下去。

本研究之主要目的在探討消費者在百貨公司的消費者行為，以及消費者對於百貨公司商店屬性評估準則、商店形象、促銷活動的重視程度，最後探討百貨公司商店形象及促銷活動對消費者購買決策之影響情形。

研究結果顯示：不同人口統計變數的消費者對於百貨公司商店屬性評估準則、商店形象、促銷活動的重視程度皆有顯著的差異；而不同商店形象的百貨公司所進行的促銷活動，對於消費者的購買動機影響程度亦有顯著差異。根據分析結果，於論文最後提出結論與建議，以提供百貨公司在拓展市場與制定促銷策略時之參考。

Taiwan's department store industry has reached the stage of intense competition. Taiwan currently has 22 department stores, of which there are 12 large ones in Taipei City, leading to a white-hot competition in this industry. These department stores are facing a harsh challenge, either surviving or closing and the only way to survive the competition is to operate in a right way.

The main purpose of this study is to explore consumer behavior in department stores, and the extent to which consumers pay their attention to department stores’ attribute evaluation criteria, store image and promotion activities. Finally, this paper discusses how store image and promotion activities influence consumers' decision-making.

The research findings show that the demographic difference is significant to the extent to which consumers pay their attention to department stores’ attribute evaluation criteria, store image and promotion activities, and promotion activities held by a department store with distinctive store image have a significantly impact on the purchase motives of consumers. In the end, according to the analysis results, this paper provides conclusion and suggestions which department stores should take into account when expanding market and formulating promotion strategy.