高雄市百货公司消费者购买行为与商店形象之探讨（PDF 106页）

iii…iiiivAbstract-1TheresearchrangeofthisstudyincludesKaohsiung’ssixdepartmentstores.Itwasdividedintofourclustersoflifestylethroughstatisticanalysisbycomparingattributionoftheconsumers’shopimageandtheirsatisfaction.Therelationshipbetweentheaggregationofconsumers’shopimageandtheirpurchasingbehaviorsispresented.Thereare27indicatorsforattributionofshops’imageinthisstudy.Theyaregroupedintofivecategories;productsandprices,locationandtimeefficiency,solidequipment,atmosphere,andtheprovisionofserviceandinformation.Thisstudyfoundthattheconsumerswhowerethemostsatisfiedwiththeprovisionofservice;andthosewhoweretheleastsatisfiedweredistributedevenlyacrossthefivecategories.Theprovisionofservice,solidequipmentandatmosphereareesteemedbydepartmentstoremanagementbutarenotsatisfiedbyconsumers.Theprovisionofinformationisesteemedbydepartmentstoremanagementandvaluedbyconsumersatthesametime.Thisresearchclassifiedlifestyleswithinfourdimensionsthroughfactorandclusteranalyses.Thosedimensionsincludedurbanyuppie,knowledgeableconsumer,fashionableconsumerandnimbleconsumer.Thesefourdimensionsoflifestylesdidnotshowthelevelofsignificancewithregardtopurchasingbehaviors,butdidshowthelevelofsignificancewithregardtotheattributionofshops’image.Nimbleconsumersperceivedhigherestimationofshops’aggregationimagewhichincludesproductsandprices,locationandtimeefficiency,solidequipment,atmosphereandtheprovisionofserviceandinformation.Thisstudyrevealsanegativecorrelationbetweenfrequencyofpurchaseandconsumption.Theshops’aggregationimagehaspositivecorrelationwithconsumption,yethasnegativecorrelationwithpurchasefrequency.Tripartitesignificancehasnodifference.Neithershops’aggregationimageandconsumptionnorpurchasefrequencyshowedthelevelofsignificance.v..................................................................................................................1..........................................................................................1......................................................................................................5..........................................................................................5..........................................................................................6........................................................................................................7......................................................................................................7........................................................................12............................................................................25................................................................34........................................................................................................38....................................................................................................38........................................................................................39....................................................................................................40........................................................................................45....................................................................................................47....................................................................................................47....................................................................................48....................................................................................48....................................................................................57............................................................................................65............................71............................76............................................................79....................................................................................................82........................................................................................82............................................................................................................85......................................................................................................................89..............................................................................................................93vi1-1.......................................................31-2...............................................................32-1...........................82-2()......................................152-3()......................................182-4()..........................................................182-5.............................................................................332-6......................................................................................342-7..........................................................................352-8...................................................................................