消費者滿意度對於企業管理中是非常重要的議題，會影響企業長期利潤。本研究將對於便利商店產業提出以消費者滿意度為核心的模型，以及便利商店的四個環境因子：商店氛圍、人員服務態度、產品多樣性和價格價值，再加上行為意圖、生活品質以及感知價值總共八個維度。目的是探討便利商店的環境因子是否影響消費者滿意度，進而影響消費者的行為意圖和生活品質。總共完成406筆來自美國消費者的樣本，首先藉由結構方程式來檢驗對於整體消費者而言假設是否成立，接著將消費者分為居住都市與居住鄉村兩群，透過多組結構方程式探討不同族群影響消費者滿意度的環境因子是否不同。根據研究結果，人員服務態度以及價格價值正面影響都市消費者的滿意度；產品多樣性與價格價值正面影響都市消費者的滿意度。因此便利商店可以參考研究結果，依據都市以及鄉村消費者者來調整行銷策略。

Customer satisfaction is a crucial issue in retailing management and will affect the long-term profit of the companies (Anselmsson, 2006). The main purpose of the study is to propose and empirically examine a research model that set customer satisfaction as the core to explore which factors in convenience stores would affect customer satisfaction, and then further impact customers' behavioral intention and quality of life. A total of 406 samples from American customers were completed. First, for overall customers, the structural equation modeling technique was employed to examine hypotheses. Second, customers were divided into the urban group and the rural group and then we use multi-group structural equation modeling to examine hypotheses under different groups. Research result demonstrates that in the urban group, employee service and price value positively affect customer satisfaction. And in the rural group, product assortment and price value positively affect customer satisfaction positively. Moreover, customer satisfaction would positively impact behavioral intention and quality of life in the two groups. Therefore, the findings in this study could provide insights into different consumption in the urban and rural areas and hope to help companies or single-store operators to more understand their target audience.

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