| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理研究所 === 95 === The domestic market ignites the route revolution unprecedented because of hypermarket appearance. The manager of hypermarket in order to succeed in this competitions, presents various kinds of promotion campaigns in order to increase the willingness to buy goods of customer. But this kind of method does not get approval of customers, understanding what is the demand in the customer’s heart and then provide products and service which are customer’s want in order to keep the relation for a long time with the customers is strategy of enterprises which can operate forever.
Therefore, we take Carrefour Pingdong Branch as research range, and based on the perceived evaluation model of Kent B. Monroe(1990), we integrate the “store image” into this model to analyze the relationship between “willingness to buy” and “store image”. We use SEM to test the relationship between variables in the perceived evaluation model. Our main results can be summarized by the following three points:
1. In the depressing environment, Consumers calculate carefully to every sum of expenditure. Only when a product is “valuable” in the mind of the consumers, consumers will consider to buy. Therefore, “perceived value” is the main factor to influence the willingness to buy of consumers.
2. When consumers infer quality of vegetables and fruit, he will be infected by the choosing area of fruit and vegetables and the whole environment of Carrefour. When consumers have better impression to hypermarket, they have higher perceived quality to fruit and vegetables, and higher perceived quality will also affect consumer’s willingness to buy of fruit and vegetables significant and positive.
3. Because young unmarried-men are not sensitive to the price of fruit and vegetables and often take “convenient” and “buying all goods at one time” for primary purpose. While they choose other goods, also increase the willingness to buy the fruit and vegetables. For this reason, the seller of hypermarket in order to increase the sales should take the people who are unmarried and under 25 years old for goal market that can developed.
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