| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 92 === 3C stands for Communication products, Computer and related products and Consumer Electronic Products. According to 2003 Taiwan Chain Store Almanac, 3C-retailing industry in Taiwan is estimated to have values of 100 billion Taiwanese Dollars Market. In recent years, many retailers have positioned themselves as 3C one-stop shopping stores, while at the same time, many other retailers might be planning to employ the same strategy. Therefore, who are 3C one-stop shoppers are the answers this research intended to find out. Furthermore, how to attract consumers with 3C one-stop shopping behavior to come back for future consumption is also important to retailers who are or are planning to employ 3C one-stop shopping strategy.
The characteristics of consumers with 3C one-stop shopping consumption behavior had been successfully identified in this research, as detailed as two demographic variables combination level. Also, the consumer characteristics of consumption of communication, computer and consumer electronic product at 3C one-stop shopping retail stores had also been identified, up to two demographic variables combination level. How 19-store attributes can affect customer loyalty are identified, based 3 product categories, respectively. Finally, the effectiveness of each store attributes across 30 valid two-demographic segmentations has also been identified.
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