有機商店消費者購買動機、忠誠度、服務品質相關研究－以嘉義市里仁商店為例

南華大學機構典藏系統 > 管理學院 > 文化創意事業管理學系 > 博碩士論文 > Item 987654321/25556

請使用永久網址來引用或連結此文件: http://nhuir.nhu.edu.tw/handle/987654321/25556

題名:	有機商店消費者購買動機、忠誠度、服務品質相關研究－以嘉義市里仁商店為例
其他題名:	A Study of the Relationship among Consumers' Purchasing Motivations, Customer Loyalty and Service Quality in Organic Stores--An Example of Leezen Stores in Chiayi City
作者:	楊妙善 YANG, MIAO-SHAN
貢獻者:	文化創意事業管理學系文創行銷碩士班黃昱凱 HUANG, YU-KAI
關鍵詞:	購買動機;忠誠度;服務品質;里仁商店 Purchase Motivation;Loyalty;Service Quality;Leezen Stores
日期:	2017
上傳時間:	2017-12-01 17:00:28 (UTC+8)
摘要:	本研究探討有機商店的消費者購買動機、忠誠度與服務品質的重要性與滿意度分析，主要了解不同的人口變數與購買動機、顧客忠誠度和服務品質的差異，提供經營者作為改進的參考。研究採用問卷調查法，以嘉義市三家里仁店的消費者為研究對象，總計回收有效問卷202份。依據調查顯示，研究個案的消費族群，以女性為主，年齡層分布多在40-60歲，多半為已婚有小孩的軍公教家庭，學歷以大專學院以上佔大多數，家庭每月平均所得則在40‚001~60‚000元之間，大部分信仰佛教，而以在福智團體學習的人居多。以所得資料採用統計方法及重要-表現程度分析法(IPA)進行分析，研究結果如下：1. 有機商店消費者購買動機主要為「對永續生態環境的支持」、「產品有益身體健康」與「產品為無添加人工色素」等三種，大部分的消費者是願意持續並推薦親友來此店購買有機商品。2. 有機商店消費者每月平均所得和宗教信仰的不同會和消費者購買的資歷有顯著差異，而不同的飲食習慣、購物頻率及是否為福智團體人員和購買動機中的「產品特色」、「促進健康」、「環保意識」等三個構面均有顯著差異。3. 有機商店消費者的重視度與滿意度經 IPA 分析，建議研究個案應繼續保持的四個因子為「產品品質好」、「工作人員專業知識充足」、「工作人員服務態度良好」及「公司的公益形象好」；最需要優先改善的是「產品不夠多樣化」。　　This research discuss about consumers' purchasing motive, loyalty and the analysis of service quality's importance and satisfaction in organic stores. The main purpose is to realize the difference between the population variable and consumers' purchasing motive, loyalty and the service quality; thereby offering managers a reference to improve. The study used questionnaire survey, and the object of the study is the consumers in three of the Leezen stores in Chiayi city;in the final survey we retrieved 202 questionnaires. According to the investigation, the main consumer group is female whose age range is from 40 to 60. Most of them are married with children in military family and have the college diploma, and their average monthly incomes are from 40‚001 to 60‚000 and have belief in Buddhism especially the consumers who study at Fu Chi group.The data are analyzed by statistical methods and Importance-Performance Analysis (IPA), and the results are as below: 1.There are three main purchase motivations of consumers in organic stores which are the support for sustainable ecological environment, the products' benefit for health, and the products without artificial pigment. Most of consumers are willing to keep purchasing and recommending the organic products to their friends and relatives. 2. There are significant differences among consumers' monthly average income, religious belief and purchase qualification. Furthermore, there are also significant differences between different eating habits, shopping frequency and being the member of Fu Chi group or not and purchase motivation with three facts which are features of product,health promotion and environmental awareness. 3.According to IPA analysis for consumers' attention and satisfaction, I suggest the research case may maintain four factors which are products with good quality, adequate professional knowledge of staff members, nice service attitude of staff members, and good public image of companies. On the other hand, the factor which is the products are not diversified is the priority to improve.
顯示於類別:	[文化創意事業管理學系] 博碩士論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
105NHU00785009-003.pdf		3528Kb	Adobe PDF	1088	檢視/開啟
index.html		0Kb	HTML	215	檢視/開啟

在NHUIR中所有的資料項目都受到原著作權保護.

TAIR相關文章

資料載入中.....