臺北地區捷安特直營店女性消費者購買行為研究

Abstract

臺北地區捷安特直營店女性消費者購買行為研究 民國98年8月 研 究 生：黃廉富 指導教授：鄭志富 摘要

本研究旨在探討臺北地區捷安特直營店女性消費者主要的消費人口結構、消費行為、購買動機、資訊來源、購買決策因素與滿意度；並透過生活型態分群，檢視各消費集群間在以上各變數是否具有顯著差異；女性消費者的購買動機與購買決策因素對滿意度之解釋力。本研究研究對象為臺北地區七家捷安特直營店之女性消費者，並以「臺北地區捷安特直營店女性消費者購買行為研究問卷」做為研究工具，以郵寄及電子郵件方式實施問卷調查。根據調查所得有效問卷486份，以描述統計、集群分析、區別分析、卡方檢定、單因子變異數分析、雪費事後比較、多元逐步迴歸及重要表現程度分析等統計方法進行實證資料分析，獲致結論與建議如下：

一、 臺北地區捷安特直營店的女性消費者無論在消費行為、資訊來源重視度、購買決策因素重視度上，與過去自行車消費相關研究之結果有所差異，此與受試者之性別不同以及近兩年來自行車熱潮有關。 二、 不同生活型態臺北地區捷安特直營店女性消費者在人口結構、消費行為、資訊來源、購買動機、購買決策因素重視度與滿意度之間具有差異，顯示生活型態確實會影響消費者的購買決策行為。 三、 女性消費者的購買動機、購買決策因素重要度對於滿意度具有預測能力，尤以購買決策因素的「商店環境」影響最大。 四、 臺北地區捷安特直營店在女性行銷上首要改善之購買決策構面為「產品經濟屬性」，最需改善的個別項目為「自行車價格」與「自行車防失竊功能」。

根據結果發現，本研究提出以下建議，作為經營實務之參考。針對不同生活型態的女性消費者，業者可設計不同的行銷策略，並針對女性消費者最不滿意的防失竊功能與價位進行研發與調整，而服務品質與商店環境部分則應繼續維持，以提升女性消費者的購買意願與滿意度。

關鍵詞：購買決策、生活型態、購買動機、滿意度、重要表現程度分析The study of female consumers’ buying behavior of Giant Direct Selling Stores in Taipei area August 2009 Student: Lien-fu Huang Adviser: Chih-fu Cheng, Ed. D. Abstract The purpose of the study was to reveal the demographic structure, buying behavior, buying motivation, source of information, estimate factors of buying and satisfaction for female consumers of Giant direct selling stores. The study was to examine the variables difference between the different consuming groups by clustering females’ lifestyle and realize their satisfaction explanation of the buying motivation and estimate factors of buying. The objects of the study were female consumers in seven Giant direct selling stores in Taipei. “Female consumers’ buying behavior of Giant direct selling stores in Taipei questionnaire” was as to the study’s instrument. This research was implemented to use mail and email. It collected 486 effective samples. Descriptive statistics, cluster analysis, discriminant analysis, chi-square, one-way analysis of variance, Scheffe method, stepwise regression and Importance-Performance Analysis were used to analyze the data. The empirical analysis findings were as following: 1. The finding showed significant differentiation from the past research in terms of buying behavior, source of information and estimate factors of buying for female consumer of Giant direct selling stores in Taipei. It was related to different gender and the trend of riding bicycle. 2. It showed significant differentiation between the variables, demographic structure, real factors of consumption, source of information, buying motivation and estimate factors of buying, and the satisfaction in terms of the different lifestyle. The finding revealed that the lifestyle affected the purchase decision-making behavior. 3. The buying motivation and the estimate factor of buying have forecast power to the satisfaction, especially on “store environment” of the estimate factors of buying. 4. The primary improvement dimension was “product economic attribute” of the estimate factors of buying and the items “the price” and “anti-burglary device” also should be improved in the female marketing strategy of Giant direct selling stores in Taipei area. According to these findings, this research proposed the concrete recommendations for managing implication. The proprietors would design different marketing strategies in terms of different lifestyle for female consumers. Managers can develop and adjust the consumers’ dissatisfaction factors on price and anti-burglary device. Besides, managers should maintain the service quality and store environment to increase the female consumers’ purchase intention and satisfaction. Keywords: estimate factor of buying, lifestyle, buying motivation, satisfaction, Importance-Performance Analysis