| Summary: | 碩士 === 醒吾技術學院 === 全球運籌管理研究所 === 98 === Today hypermarkets in Taiwan are closely related to the daily life of the public, and they have brought a brand new convenient shopping model to people. In this research, the two main factors are defined as consumer behavior and life style.
The study uses demographic questionnaire methods to analyze consumer behavior, lifestyle and location choice for five hypermarkets including Carrefour, RT-Mart, Wellcome, Fe-geant, and Costco. The statistical tool used in this paper is SPSS, and the following subjects are analyzed: Factor Analysis, Correlation Analysis, Analysis of Variance (ANVOA), t Test, Regression Analysis and Structural Equation Model (SEM). Finally, the relationship and effects among consumer behavior, life style and location choice are found.
The results show that the elements of " life style of consumers " such as the sense of innovation, shopping habit significantly affect the location choice of hypermarkets, of which the sense of innovation has the maximum impact, while shopping habit has the minimum. It means that consumers will take commodity fashion into account first when they go shopping in different hypermarkets. Since most of the consumers belong to double-income families or are still single but with living salary, they can support their life at a certain level, used daily necessities can not satisfy their basic demands, so shopping habit is not so important for them. As for "consumer behavior" aspects, the elements of " Consumer Behavior " such as information resources and transportation convenience significantly affect the location choice of hypermarkets, of which information resources has the maximum impact, while transportation convenience has the minimum. It means that consumers are easily affected by advertising activities to select specified hypermarkets for shopping, that’s because people are usually too busy to spare time to compare the price of different commodities nowadays, they have to rely on media such as commercial DM or TV advertise etc. On the other hand, since most of the shopping activities for consumers belong to planning consumption, that causes people not caring about the distance too much.
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