| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 95 === Some studies in the past indicated consumers could look forward to obtain utilitarian and hedonic benefits at the same time in shopping experiences (Babin et al., 1994). Since the April of 2005, a voguish promotion way in the convenient store industry is called “Entire shop integrated marketing”. Such a promotion pattern, instead, it has concurrently had the utilitarian and hedonism utilization. Embarks from the perspective of consumer benefit and the consumer value angle, we can understand what the consumers truly want to gain from the promotion activities.
“Means-End Chain” theory was used in this research of the foundation of research technique. Two great undertaking in Taiwan convenient store industry “7-Eleven” and “Familymart” were used as research objects. We attempted to explore customers who respectively held by these two businesses. We tried to find out what benefits customers gave weight to the promotion activities and what values were concealed behind the consumer behavior. The results of interviews systematically categorized by content analysis were drawn into Hierarchical Value Maps (HVM).It presented the value structures of customers who participate in the entire shop integrated marketing.
From these HVMs, we found the customer of entire shop integrated marketing paid much attention to hedonic value and emphasis on the innermost feelings in the shopping process. This viewpoint consisted with the research elaboration of Holbrook (2000). The result also presented the difference in the consumer type aspect. The customers of 7-Eleven emphasized on the sense perception enjoyment which was provided by free gift. On the other side, the customers of Familymart emphasized the creativity of the whole activities.
This research would finally aim at the retail trade future to plan and to carry out the entire shop integrated marketing aspect to quoted 4Ps marketing idea to propose suggestion as follows showed:
1. The commodity decision-making aspect should be considered simultaneously with promotion commodity itself and the promotion complimentary gift aspect.
2. Consumers preferred the low threshold of complimentary gift bestowed and the free delivers activities.
3. Consumers emphasis on the efficiency value of salesclerk service and convenience transportation.
4. The consumers were affected by the creativity of advertisement content and the advertisement exposure degree.
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