全聯西川元素店顧客價值之研究—方法目的鏈模型應用
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2022
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Abstract
現今超市已經成為消費者主要購物的通路，消費者不再只是重視商品本身，而是整體的環境與服務所體驗到的感受。全聯福利中心於2017年11月推出新型店「西川元素店」。西川元素指的是溫暖的木質風格及燈光設計，強調商品在西川元素風格下，會因燈光、色彩及溫度而產生讓消費者購買的吸引力。因此本研究旨在瞭解新型店的出現，對消費者認知感受為何。本研究運用方法目的鏈理論去探討西川店型全聯消費者的內心真實想法，並深入了解消費者所關注的價值。運用階梯法訪談全聯西川元素店的31名消費者，透過內容分析法編碼後加以歸納分類，繪製成階層價值圖，最後探討消費者所重視的屬性、結果及價值。研究結果發現顧客最重視的屬性為「商店氣氛」與「價格」。結果為「省錢」、「方便」、「享受採買」、「明亮整齊」、「時尚高級」、「寬敞」、「信賴保障」。最重視的價值為「便利感」、「自我滿足」、「信賴感」、「物超所值」及「舒適」。同時亦發現不同地區的消費者會產生價值差異。本研究可提供給全聯福利中心做參考運用，藉此了解消費者所需，為企業創造最佳利益，也期許能作為其他零售業者的參考依據。以下提出三點建議：(1) 針對消費者重視之屬性強化、(2) 滿足消費者主要價值訴求－便利感、(3) 保持促銷價格誘因。
Nowadays, supermarkets have become the main shopping channel for consumers. Consumers not just pay attention to the value of the products, but also care about the overall shopping environment and service experience. PX MART launched a new store “Nishikawa Designed Store” in November 2017. The Nishikawa Designed Store takes advantage of the warm wooden style and lighting design to emphasize the lighting, color, and temperature of the products which will attract consumers to purchase. Therefore, the purpose of this study is to explore the consumers' perceptions of the Nishikawa Designed Store. This research uses Means-End Chain Approach to gain more insight into what consumers are concerned about. Laddering interviews were conducted with 31 participants who consumed in Nishikawa Designed Store. Based on the responses, Hierarchical Value Maps were developed to better understand consumer value patterns. The results of the study identified the attributes most valued by customers are “Store atmospheres” and “Price”. Consequences are “Save money”, “Convenience”, “Enjoy buying”, “Sparkling clean”, “Spacious” and “ Trust”. The most important values are “A sense of convenience”, “A sense of self-worth”, “A sense of trust”, “Value for money” and “Comfort”. Interestingly, it is also worth noting that consumers in different regions have differences in value preference.This research can provide PX MART and retailers as a reference, and understand the needs of consumers to create the best interests for the company. The following three suggestions : (1) Focus on attributes that consumers value, (2) Satisfy the main value of consumers-Convenience, and (3) maintain the incentives for promotional prices.
Nowadays, supermarkets have become the main shopping channel for consumers. Consumers not just pay attention to the value of the products, but also care about the overall shopping environment and service experience. PX MART launched a new store “Nishikawa Designed Store” in November 2017. The Nishikawa Designed Store takes advantage of the warm wooden style and lighting design to emphasize the lighting, color, and temperature of the products which will attract consumers to purchase. Therefore, the purpose of this study is to explore the consumers' perceptions of the Nishikawa Designed Store. This research uses Means-End Chain Approach to gain more insight into what consumers are concerned about. Laddering interviews were conducted with 31 participants who consumed in Nishikawa Designed Store. Based on the responses, Hierarchical Value Maps were developed to better understand consumer value patterns. The results of the study identified the attributes most valued by customers are “Store atmospheres” and “Price”. Consequences are “Save money”, “Convenience”, “Enjoy buying”, “Sparkling clean”, “Spacious” and “ Trust”. The most important values are “A sense of convenience”, “A sense of self-worth”, “A sense of trust”, “Value for money” and “Comfort”. Interestingly, it is also worth noting that consumers in different regions have differences in value preference.This research can provide PX MART and retailers as a reference, and understand the needs of consumers to create the best interests for the company. The following three suggestions : (1) Focus on attributes that consumers value, (2) Satisfy the main value of consumers-Convenience, and (3) maintain the incentives for promotional prices.
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方法目的鏈, 全聯福利中心, 西川元素, 價值階層圖, 階梯法, Means-End Chain, PX Mart, Nishikawa Designed Store, Hierarchical Value Map, Laddering