| Summary: | 碩士 === 中國文化大學 === 企業實務管理數位學習碩士在職專班 === 103 === According to the “Employees' Earnings Survey” announced by Directorate General of Budget, Accounting and Statistics, Executive Yuan in 2015, the real wage levels in Taiwan, affected by the global recession, have returned to the levels nearly sixteen years ago. The available amount of general expense for an average family has shrunk, spending power of the people is therefore reduced. As a result, the sales of groceries for daily life dropped down year by year. In such a condition, how could “one-price store,” which is originated in Japan and has become popular with Taiwan consumers, give customers valuable consumption to make customers like its products or services, and then improve customer value, generate purchase intention? It is very important for the enterprise to ensure its operating performance. To discuss this issue, it is necessary to clarify what the factors that affect purchase intention of one-price store consumers are.
This thesis is to study how brand images, service quality and price influence the purchase intention of customers of Japanese one-price stores with perceived value as the intermediary variables. This study selected customers of three major brands of Japanese one-price stores in Taiwan as survey subjects, and use structured questionnaires as the tool to make data collection. The questionnaire targets are random sampled from consumers who have ever bought from Japanese one-price stores. Since the three one-price store brands have set their stores mostly in the area north of Hsinchu, the researchers believe that customers in the area north of Hsinchu have higher awareness to Japanese one-price stores. The questionnaire targets are mostly selected from customer in the area north of Hsinchu.
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