直營式與招商式3C連鎖賣場消費者賣場印象之比較研究

Abstract

近二十年來我國經濟持續成長，提高了服務業的大量需求，而造就了新興零售業態的成功，為日後連鎖流通奠基了良好發展基礎，連鎖經營型態漸被國內企業廣泛採用，因而在1996年，新興的3C（Computer、Communication、Consumer Electronics）連鎖賣場也大量成立，然3C產品生命週期短、降價幅度快的特性，也造成了消費者特性的不易掌握，因此，了解企業在消費者心目中的評價，做為改善指標，也成為企業經營管理者的重要課題。 本研究針對台灣時下所存在的兩種不同型態(直營式和招商式)的連鎖賣場做探討，以了解其間印象屬性差異，和人口統計變數和生活型態對賣場印象的影響，本研究以大台北地區3C連鎖電腦賣場之消費者為對象，運用統計方法檢定十四項假設，研究顯示： 1.不同類型賣場消費者所重視的屬性幾乎無差異，但重視度和滿意度間仍存在差異。 2.不同類型賣場消費者生活型態和人口統計背景有差異 3.由特定生活型態做行銷規劃訴求，有利於提升賣場在消費者心目中的印象。

In the last twenty years. The economic growth of Taiwan kept on prosperity that produced the mass demand of service industry. It promoted the success of the burgeoning type of retailing that established the good infrastructure for the Chain and Distribution Industry. In hence, the type of Chain Industry has been accepted by the Taiwan enterprises gradually. In 1996, the 3C(Computer, Communication, Consumer Electronics) Chain Mall had been established increasingly. Nevertheless, The 3C products’ life cycle is short and markdown pricing is great. This kind of characteristic causes the difficulty of understanding of Consumers’ behavior. That try to grasp the mall’s evaluation of consumers (store image) has become an important indicator for Malls’ managers. This study aims at two different types of Chain Malls (Wholly Owned 3C Chain Mall and Shop-rented 3C Chain Mall) that exist in Taiwan. Try to understand those differences of store image and the influence of population statistics variables and life style. This sampling study is based on the consumers of 3C Chain Malls in Great Taipei Area, including Taipei city and Taipei County. Then the data is analyzed by the statistical method to verify fourteen hypotheses. The result shows as followings: 1.Consumers from different types of Chain Malls have almost same importance of attributes of store image. But there are difference between importance and satisfaction of attributes of store image. 2.Consumers form different types of Chain Malls has difference population statistics variables and life style. 3.To plan the marketing strategy, marketers could focus on the specific life style to enhance the store image of 3C Chain Malls.