消費者特性、商店印象與商店忠誠度之實證研究-以加油站為例

Abstract

本研究嘗試以台北縣、市加油站消費者觀點，建構加油站之商店印象構面，並從中探討商店印象與不同消費者特性間之關聯性，且分析比較消費者之商店形象屬性重視度及滿意度間之差異，及探討總合商店印象是否直接影響消費者之忠誠度，並依據實證研究結果，提出實務上之建議，供加油站業者參考。 本研究將商店印象屬性歸納為六大構面，依此六大構面配合相關理論文獻及加油站產業特性發展出21個屬性，並採用李克五點量表來測量受訪者對於商店印象重視度、滿意度與總合商店印象的觀感。 透過對448份有效問卷進行實證統計資料分析後，共萃取出六大主成份構面，分別是「商品」、「便利性」、「實體設施」、「人員與服務」、「組織因素」、「促銷措施」。消費者對加油站商店印象之屬性重要性的衡量前五名依序為：「油品品質」、「油品價格」、「提供衛生舒適的洗手間」「消防及安全設備完善且標示清楚」、「油品數量準確」。而對於常惠顧之加油站滿意度之衡量前五名依序為「營業時間長短」、「付款方式多樣性」、「品牌知名度」「離住家或工作地點近」、「油品品質」。有關加油站之消費者對商店印象的重視度與滿意度間差異，本研究實證發現重要性之均值皆大於滿意度評價，簡言之，消費者對加油站商店印象屬性之重要性大於實際感受程度，業者就相關重要屬性有實質改善空間。 本研究結果支持不同特性的消費者，對商店印象的重視度有顯著差異，部分支持不同特性的消費者，對商店印象的滿意度有顯著差異，且加油站的消費者對商店印象的重視度與滿意度有顯著差異，而不同的總和商店印象，的確將使消費者在商店忠誠度上有顯著差異存在著正向關係。

This study based on the consumer viewpoints of gas stations in Taipei city and Taipei counties aims to construct the store image dimensions of gas stations, explore the correlation between the store image and different consumer characteristic, analyze the difference between the importance and the satisfaction on the attribution of consumer store image, and look into whether the aggregation of store image will directly affect the consumer loyalty. According to the results, the study gives the proprietors of the gas stations the practical advice for reference. The study induces the attributions of store image into six dimensions. With the related theory records and industry characteristic of gas stations, the six dimensions expand 21 attributions. Using the method of Likert Type to measure the visited parties’ impressions on the importance, satisfaction and aggregation of store image. A total of 448 effective questionnaires are collected. After analyzing the statistical materials of those questionnaires, they are sorted into 6 main factors: “products”, “convenience”, “facilities”, “attendant and his service”, “organization” and “promotion”. The top five consumers’ measurements in the important of store image are: oil quality, oil price, supplying the hygiene and clean toilet, marking clearly the fire-fighting equipment and safety and exact oil quantity. While the top five measurements on the satisfaction of regular-visiting gas stations are: the duration of business hours, the diverse types of payment, the popularity of brand, the shortest distance near his home/workplace and oil quality. As for the difference between the importance and the satisfaction on the attribution of consumer store image, this study finds that the average of the importance is higher than the evaluation of the satisfaction. In one word, how consumers assume the importance of the store image attributions is much higher than how they really feel. The operators still have room to improve the related important attributions. The results show that there’s a distinct difference between various characteristics and the importance of store image among consumers. Meanwhile, it is found that there’s a clear difference between various characteristics and the satisfactions of store image among consumers. In addition, it shows that there’s a remarkable difference between the importance and the satisfaction on the attribution of consumer store image. Furthermore, the different store aggregation image of consumers definitely has positive correlation with store loyalty.