從休閒輔助觀點探討都會區新興零售業之消費者行為

Abstract

所謂「具休閒觀念之零售業」，是一種多功能性的零售產業，它不僅提供 傳統的服務之外，另外也加進了其它具有「休閒觀念」的服務功能，藉此 來滿足消費者的休閒需求，增加其附加價值，以提昇消費者的知覺滿意程 度。此類型之零售業和「休閒」觀念的結合，導致了零售業一項重大的變 革，不但在消費趨勢上有了大幅的轉變，同時在經營方式上也產生了極大 的變化。因此，如何讓「休閒」的功能能夠輔助傳統零售業的經營，使傳 統零售業在競爭下滿足更多的消費者期望，以增加其競爭優勢，則是現在 零售業的一個重要課題。藉此，本研究以EKB消費者行為模式為理論藍本 ，使用問卷訪查的方式，針對消費者對於此種類型零售業之消費行為及消 費趨勢做一個深入的探討。希望藉此研究，有助於在學術上暸解消費者對 於零售產業在「休閒」觀念上的消費行為；此外，在實務上，希望透過本 研究，提供消費者在「休閒」觀念上的新趨勢，給予業者在未來經營型態 上一個參考的依據。研究結果顯示，消費者對於現階段單純販售商品的零 售店的確有著「休閒」的需求。消費者不僅認為「具休閒觀念之零售店」 有存在的必要，同時也能讓消費者有再度光臨的意願。因此，若經營業者 能夠把「休閒觀念」和「零售店」結合在一起，當有助於其在傳統零售店 上提昇競爭優勢，得到有利的生存利基。 The concept "retail stores with leisure concepts" means a multi- functional retail store, which not only provides traditional services but adds other functions with recreational interpretation, in order to fulfill consumer leisure needs and upgrade the value-added of the service to increase their degree of satisfaction. The pattern of operation combines recreational concepts leads to great evolution of retail conduct. Which induces not only changes of patronage behavior but conduct style. Therefore, it is an important issue for traditional retail stores to fulfill extra customer expectation under competitive environment to increase their competitive advantage by adding extra "leisure" function.Technical speaking, the study is based on the framework of EKB consumer behavior model. The survey questionnaire is designed to conduct a in-depth research on consumer behavior and consumer trends for leisure oriented retail stores. In addition to the study do help academic field to understand the consumer behavior of "leisure" concept of retail stores, the study also provides the new consumer trends of leisure concepts served as a managerial reference for prognostic use.Results show that consumers do have "leisure" needs to contemporary retail stores which currently pure sale goods. It is necessary for consumers that leisure oriented retail stores exists and somehow leads to a highly purchase intention for future patronage. Thus, if administrators combine retail stores with leisure concepts, it is definitely helpful for traditional stores to enhance their competitive advantage to get positively operating niche.