| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 98 === During this time of recessed economy, people’s will to consume has lowered. This dissertation aims to find out how to elevate consumers’ will to purchase, and further investigate on what strategies companies would take to stimulate consumers’ will to purchase so as to survive. This study also accords with the former recommended investigation on how service quality combined with convenience for consuming would satisfy consumers’ needs and further increase their will to purchase. Within Taiwan’s chained wholesale industries, this study chose consumers shopping in the four 3C retailers (Elifemall, Tkec, Sunfar, and Tatung) as the subjects. Through the retailers, questionnaires were distributed to the consumers. By means of SPSS, inclusive of Cronbach’s α, KMO, Bartlett χ2, Eigenvalue, and Eumulative Explained %, this study also adopted Harman’s one-factor test (Podsakoff & Organ, 1986) to examine the single source bias. Also adopted was the method of Pearson’s correlation. Finally.
The study revealed (with satisfaction of consumers as dependent variable): 1) the important influence of retailers’ service quality and convenience for consuming on consumers’ will to purchase. Service quality included the supply of dependable goods and whether employees have a decent attitude toward consumers’ inquiry. The convenience for consuming lay in whether consumers could get access to the goods inside and outside the stores and convenience for transactions. Both factors influence consumers’ will to purchase greatly. 2) when service quality and convenience for consuming were interacting, the effect on consumers’ will to purchase was positive.
To sum up, the conclusion of this study recommended that retailers develop an environment with decent service quality as well as convenience for consuming in order to increase the consumers’ will to purchase.
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