The Study of Female Consumer’s Preference and Satisfaction on Mascot in Convenience Store in Taipei City

• Main Authors: Tsai, Pei-Shan, 蔡佩珊
• Other Authors: Chen, Quang-Hua
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/99328448627538506091

碩士 === 國立交通大學 === 經營管理研究所 === 99 === In recent years, with the development of market economy, consumer purchasing power increases, so that business’ living environment has changed rapidly. The consumer market is more and more competitive. Therefore, Businesses put more emphasis on their overall image, especially in CIS (Corporate Identity System) planning. Corporate mascot is part of corporate identity system. It’s used to contact with consumers, communication, and to assist individuals, companies, brands or activities as a public spokesman. Besides, more and more enterprises use corporate mascot to create significant revenue. Therefore, this study will find out how corporate mascot affects female consumers’ satisfaction and preference in the convenience store. This study uses questionnaires to collect data. By using consuming motives, sources of information, variables of convenience store image, the credibility of corporate mascot, attitude towards corporate mascot and female consumers’ satisfaction and preference analyze female consumer’ behaviors in the convenience store. Factor analysis, Chi-Square Test, One Way ANOVA Analysis and Regression Analysis are adopted. The results show that the credibility of corporate mascot has a significant positive relationship with female consumers’ satisfaction in the convenience store. That means if we can improve the credibility of corporate mascot, also can increase female consumers’ satisfaction; female consumers' attitude towards corporate mascot has a significant positive relationship with female consumers’ preferences. That means if we can improve female consumers' attitude towards corporate mascot, we can enhance female consumers’ preferences in the convenience store.