| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 102 === The Nielsen company (Taiwan) , "2014 consumer shopping behavior research" to point out that 68% consumers think the retail store house is all just about, consumer's ratio that crosses the visit between the closed path year by year descends, more than more than 30% consumers have only had ever been to a store for the past four cycles, even 91% consumers always to the most go store house, urged Taiwan retail the business model vehemence change of closed path in, the hypermarket transformed for the fighter jet from an aircraft carrier, the supermarket strengthened to sell the fresh deli ratio and all united to also change low price the strategy change with selling the local special feature agricultural product and increment non- beverage merchandise selling ratio, make a convenience of the service characteristic that the store is like Transformers to satisfy a consumer, so the catenate closed path operator's creative business model how influences to consume behavior intention and consumption behavior to seem to be day by day important.
The origin studies namely take business model of Simple Mart as to study the topic, by Ajzen(1985) put forth of plan the behavior theory(Theory of Plannes Behavior, TPB), with attitude, subjective standard and consciousness the behavior control and behavior intent to etc. concept to carry on study, understand a consumer to the Simple Mart consumption related factor of the behavior, understands that the catenate retails the closed path operator's business model with this whether influences the consumption behavior of object community, and provides to retail the closed path to the catenate operator's reference.
This research with plan behavior theory(Theory of Plannes Behavior, TPB) study catenate retail the closed path business model have much notable forward direction influence to the consumer's attitude, consciousness behavior control towards consuming the behavioral influence, result displaying Simple Mart Value Proposition within business model and also display the attitude, consciousness behavior control will the notable influence consumer would like to select the Simple Mart consumption of behavior intention, then influence final consumption behavior.
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