| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 101 === With multiple services and fast serving as selling points, the convenience store industry has already approached saturation in the consumer market, resulting in a direct threat to the stores’ survival. On top of that, the high level of homogeneity in every store’s merchandise and service has increased the competition in the convenience store industry. As a result, every convenience store has begun to emphasize the quick launching of new merchandise as a sales strategy, to increase the amount of time consumers spend in the store as well as the frequency of their purchases. Furthermore, directly targeting the main customer group of the consumer market, the stores try to portray a favorable store image and continuously promote service quality, to enhance consumer satisfied in the process of purchase, encourage additional purchases, and increase the store’s profits. From this situation, it is evident that convenience store owners must meet customers’ needs; only in this way can they elevate consumers’ purchase intention and increase profits. Thus, determining how to increase their purchase intention is the most important issue for convenience stores at this time.The aim of this research is to better understand the influence of shop image and service quality on purchase intention, and the correlations between the variables.
The research objects are the Kaohsiung consumers of the three largest domestic chains in the convenience store industry: 7-ELEVEN, Family Mart and Hi-Life, using reliability, validity, correlation, and regression analysis to carry out the statistical analysis. The results show that:(1) image portrayed by convenience stores is positively correlated to the service quality; (2) service quality portrayed by convenience stores is positively correlated to the consumers’ purchase intention;(3) store image portrayed by convenience stores is positively correlated to consumers’ purchase intention, The conclusions can be referred to by related personnel of the convenience store industry.
|
|---|
