| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 96 === Many researchers have often discussed the importance of experimental design in the field of marketing. How to use senior-based design to improve customers’ value and to stimulate customers’ buying power is very important for hypermarkets to create the competitiveness. Making an observation of customers’ demanding behavior for shopping, we can know that the behavior has changed from taking the price for consideration to the multiple demands. Customers put more emphases on what they can feel in the shopping environment during their shopping processes, and expect to get more pleasurable shopping experience and enjoyment. Therefore, this study discussed about the relationship among consumption value, satisfaction and repurchase intention of customers’ perception of the hypermarkets’ environment.
This study used the explorative factor analysis and confirmative factor analysis to develop an appropriative scale to measure the hypermarket’s environment. Then, extracting all individual constructs from the main construct and discussing about the relationship between each construct. Meanwhile, using constructs among customers’ value, customers’ satisfaction and repurchase intention to discuss about the influence of hypermarket’s environment to repurchase intention. In the end, we used the statistical software, such as SPSS and AMOS, to analysis the relationship among all constructs, and the result found that all hypotheses were supported.
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