商店形象與品牌知覺對於消費者選擇連鎖商店之研究

Abstract

近年來連鎖經營已被各行各業加以運用，成為商業發展趨勢，在競爭激烈的環境下，品牌經營的觀念益形重要，成為行銷規劃的重心。本研究嘗試由消費者角度，來探討與比較不同類型連鎖商店所應著重之「商店形象」與「品牌知覺」屬性有何差異，並比較不同品牌下的差異，以提供商店品牌行銷的策略與重點，。 本研究採用Samli之消費者商店選擇模式作為主要研究基礎，以連鎖便利商店、連鎖書店、連鎖咖啡店三種類型共十三個品牌之連鎖商店作為投入變數，透過消費者對「商店形象」屬性與「品牌知覺」屬性的重視程度，來探討對商店品牌選擇之影響，並以消費者人口統計變數，來對消費者的商店品牌選擇加以描述。 本研究以大台北地區之消費者為抽樣對象，研究結果摘要如下: 1.在不同連鎖商店類型下，消費者在各商店形象屬性上的重視程度均具有顯著差異。在品牌知覺屬性上除了品牌知曉、促銷折扣活動，品牌形象不顯著外，其他各項皆呈現顯著差異存在。 2.在連鎖便利商店中不同品牌下，消費者在各商店形象屬性上的重視程度均具有顯著差異，最重視的前三項為：「地點便利性」、「消費便利性」、「商品品質」;在品牌知覺屬性上，除了促銷折扣活動不顯著之外，其他各項屬性均具有顯著差異，最重視屬性為「聲譽」、「品牌形象」、「品牌信賴感」。且消費者在商店形象與品牌知覺上的重視度對其商店選擇均具有顯著差異。 3.在連鎖書店中不同品牌下，消費者在各商店形象屬性上的重視程度，除了消費便利性、店員專業程度、內外裝潢不顯著外，其他均具顯著差異，消費者最重視「商品種類多寡」、「商店氣氛」、「商品品質」;在品牌知覺屬性上，除了品牌信賴、廣告印象、公關媒體宣傳活動、品牌形象不顯著之外，其他各項屬性均具有顯著差異，最重視屬性為「聲譽」、「品牌形象」、「品牌知曉」。且消費者在商店形象與品牌知覺的重視度對其商店選擇均具有顯著差異。 4.在連鎖咖啡店中不同品牌下，消費者在商店形象與品牌知覺屬性上的重視程度均具有顯著差異，商店形象中最重視「商店氣氛」、「商品品質」、「店員服務態度」;品牌知覺中最重視「品牌形象」、「聲譽」、「品牌信賴感」。且除了伊是咖啡外，消費者在商店形象與品牌知覺上的重視度對其商店選擇，具有顯著差異。

The chain store operation has been widely used in many different types of stores in recent years. It has become the tendency to grow the businesses. Under the severe competition, it gets more and more important to have the ideas about brand management, and to make them the emphasis in marketing plans. This research shows the focusing differences among different types of chain stores in the respect of store image and brand perception, and the comparison among different brands, through the consumers’ view. This research is based on Samli's retail selection model, with case study on the chain convenient stores, the chain bookstores, and the chain coffee stores, totally thirteen brands. In this research, the impact of the store image and brand perception of the consumers on their brand choices is described. Moreover, the difference of the store brand choice through demographic variables is included. The objectives of this research are consumers who go to chain stores in Taipei area. This research shows the results that: (1) Under different types of chain store, the focusing level on all of the attributes of store image is significantly different. As for brand perception, it is significantly different except brand awareness, promotion activities, and brand image. (2) Under different brands of chain convenient stores, the top three focusing points are allocation convenience, purchase convenience, and quality of goods for store image; reputation, brand image, and brand reliability for brand perception. And the store image and brand perception in consumers’ mind is significantly different on their choice of convenient stores. (3) Under different brands of chain bookstores, the top three focusing points are the variety of goods, store atmosphere, and quality of goods for store image; reputation, brand image, and brand awareness for brand perception. And the store image and brand perception in consumers’ mind is significantly different on their choice of bookstores. (4) Under different brands of chain coffee stores, the top three focusing points are store atmosphere, quality of goods, and service attitude for store image; brand image, reputation, and brand reliability for brand perception. And except IS coffee, the store image and brand perception in consumers’ mind is significantly different on their choice of coffee stores.