目前台灣便利商店總家數已超過8,500家以上，根據統計平均不到2,700人就支持一家便利商店的營運，已成為全世界便利商店密度最高的地區。而各家業者要在這競爭可說是全球最激烈的市場環境中生存，唯有使消費者對商店的品牌產生認同感與忠誠，並為消費者創造價值來產生差異化，才能永續經營發展。
雖然台灣的便利商店產業發展的如此成熟，但仍未有特別針對此產業的消費者商店忠誠之研究，本研究以國內外相關文獻為基礎，建立一個具學理基礎的商店忠誠架構，利用問卷調查的方式來衡量商店忠誠的程度，希望能找出影響消費者商店忠誠的主要因素有哪些構面，進而提供便利商店或是其他零售通路業者作為擬定品牌經營策略之參考。
本研究選取總市佔率達97%的五大連鎖便利商店以進行分析，包括「7-11」、「全家」、「萊爾富」、「OK」以及「福客多」，研究的構面包括促銷活動、自有品牌、購買意願、商店印象以及商店忠誠等，研究對象為台灣地區曾經到過便利商店消費之消費者。
本研究最大之貢獻即在於達成學術與實務之需求，以過去學者研究為基礎，整合了品牌管理與商店忠誠之概念，將商店忠誠做出明確之定義，探討促銷活動、自有品牌、購買意願以及商店印象等構面，與商店忠誠之間的關聯性。並以連鎖便利商店為實證研究的對象，探討便利商店消費者的商店忠誠行為，找出一個商店忠誠模型，藉此協助我們對消費者商店忠誠行為更加認識，並驗證研究架構在實務上之可行性，提供零售通路業者未來進行商店品牌經營之參考。

At present, the total amount of convenience stores is over 8,500 in Taiwan. There are less than 2,700 people to support a convenience store’s operation. Taiwan has become the highest density area of the world. To survive in the most intense market environment of the world, all the companies in this industry must make consumer to have the identification with the store brand and to be loyal, and creates the value for the consumer to make differentiation.
Although the Taiwan convenient store industry is so mature, but still has not had research of consumer’s store loyalty specially aims at this industrial. This research takes the domestic and foreign correlative literature as a foundation, and establishes a framework of store loyalty. We used the questionnaire survey to weight the degree of store loyalty, and hoped which can find out the main factors that affect the consumer store loyalty. And provide the convenience stores or other retail dealers to draw up the brand management strategy.
This study investigates five chain convenience stores, including "7-11", "FamilyMart", "Hi-Life", "OK" and "Nicomart". The research constructions including promotion program, private brand, purchase intension, store image and store loyalty; and the research object are people who ever been to consume in convenience stores.
This study achieves both academic and practical demand, it takes the past scholar research as the foundation, and integrates brand management and the store loyalty concepts, to make an explicit definition of store loyalty. And discuss the relationships between promotion program, private brand, purchase intension, store image and store loyalty. This research chooses the chain convenience stores as the research object, to study the convenience stores consumers’ store loyal behavior, and find out a store loyalty model. To prove the practical feasibility of the research framework, and provide the results to retail dealers as reference of the store brand management.

一、中文文獻
1. 李偉誠，「便利商店加盟考量因素之探討」，國立台北大學企業管理學系碩士論文，1999。
2. 吳萬益，企業研究方法（二版），華泰文化，台北市，2005。
3. 周文賢，多變量統計分析SAS/STAT使用方法，智勝文化，台北市，2002。
4. 陳順宇，多變量分析（二版），華泰文化，台北市，2000。
5. 楊瑪利，台灣7-ELEVEN創新行銷學，天下雜誌，台北市，2005。
6. 劉淑君，「便利商店的經營模式與獲利模式之探討--以7-ELEVEN及全家便利商店為例」，義守大學資訊管理學系碩士論文，2004。
7. 台灣經濟研究院產經資料庫，「連鎖式便利商店業景氣動態報告」，2006。
8. 經濟部，商業資訊管理參考系列叢書（一版），中華民國資訊軟體發展協會，1996。
9. 經濟部商業司，商業動態統計月報，2006。

二、英文文獻
1. Aaker, D. A., Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York, 1991.
2. Aaker, J. L., “Dimensions of Brand Personality”, Journal of Marketing Research, 34(3), pp.347-356, 1997.
3. Amirani, S. and Gates, R., “An Attribute-anchored Conjoint Approach to Measuring Store Image”, International Journal of Retail & Distribution Management, 21(5), pp.30-39, 1993.
4. Beem, E. R. and Shaffer, H. J., “Triggers to Consumer Action: Some Elements in a Theory of Promotional Inducement”, Working Paper No. 81-106, Marketing Science Institute, Cambridge, 1981.
5. Bellenger, D. N., Steinberg, E. and Stanton, W. W., “The Congruence of Store Image and Self-Image”, Journal of Retailing, 52, pp.17-32, 1976.
6. Bensaou, M. and Earl, M., “The Right Mind Set for Managing Information Technology”, Harvard Business Review, 76(5), pp.118-129, 1998.
7. Berman, B. and Evans J. R., Retail Management: A Strategic Approach, 6th Edition, Prentice-Hall International London Press, London, 1995.
8. Birtwistle, G.., Clarke, I. and Freathy, P., “Consumer versus Retailer Perceptions of Store Positioning in the UK Fashion Sector”, Working Paper No. 9602, The Institute for Retail Studies, University of Stirling, Stirling, 1996.
9. Bloemer J. M. and Kasper, H. D., “The Complex Relationship Between Consumer Satisfaction and Brand Loyalty”, Journal of Economic Psychology, 16, pp.311-29, 1995.
10. Bleomer, J. M. and Ruyter, K., “On the Relationship between Store Image, Store Satisfaction and Store Loyalty”, European Journal of Marketing, 32(5), pp.499-513, 1998.
11. Bloemer, J. and Schroder, G. O., “Store Satisfaction and Store Loyalty Explained by Customer- and Store-related Factors”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, pp.68, 2002.
12. Bolding, J., Kalra, R. Staelin, R. and Zeithaml, V. A., “A Dynamic Process Model of Service Quality: From Expectations to Behavior Intentions”, Journal of Marketing Research, 30, pp.7-27, 1993.
13. Buttle, F., “Measuring Food Store Image Using Kelly's Repertory Grid”, The Service Industries Journal, 5(1), pp.79-89, 1985.
14. Caruana, A., “Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction”, European Journal of Marketing, 36(6), pp.811-828, 2002.
15. Chandon, P., Wansink, B. and Laurent, G., “A Benefit Congruency Framework of Sales Promotion Effectiveness”, Journal of Marketing, 64, pp.65-81, 2000.
16. Chang, C. H. and Tu C. Y., “Exploring Store Image Customer Satisfaction and Customer Loyalty Relationship Evidence from Taiwanese Hypermarket Industry”, Journal of American Academy of Business, 7(2), pp.197-206, 2005.
17. Chen S-F. S., Monroe K. B. and Lou Y-C., “The Effects of Framing Price Promotion Messages on Consumers' Perceptions and Purchase Intentions”, Journal of Retailing, 74(3), pp.353-367, 1998.
18. Chowdhury, J., Reardon, J. and Srivastava, R., “Alternative Modes of Measuring Store Image An Empirical Assessment of Structured versus Unstructured Measures”, Journal of Marketing Theory and Practice, 6(2), pp.72-84, 1998.
19. Connor, J. M. and Peterson, E. B., “Market-structure Determinants of National Brand-private Label Price Differences of Manufactured Food Products” Industry Economy, 40(2), pp.157-171, 1992.
20. Corstjens, M. and Lal, R., “Building Store Loyalty Through Store Brands”, Journal of Marketing Research, 37, pp.281-91, 2000.
21. Cronin, J. J. and Taylor S. A., “Measuring Service Quality: A Re-examination and Extension”, Journal of Marketing, 56, pp.55-68, 1992.
22. Cunningham, R. M., “Customer Loyalty to Store and Brand”, Harvard Business Review, 39, pp.127-137, 1961.
23. Darke, P. R., and Chung, C. M., “Effects of Pricing and Promotion on Consumer Perceptions: It Depends on How You Frame It”, Journal of Retailing, 81(1), pp.35-47, 2005.
24. Davies, G., “Positioning, Image and the Marketing of Multiple Retailers”, International Review of Retail Distribution and Consumer Research, 2, pp.13-35, 1992.
25. Dawes, J., “Assessing the Impact of a Very Successful Price Promotion on Brand, Category and Competitor Sales”, Journal of Product and Brand Management, 13(5), pp.303-314, 2004.
26. Dick, A. S. and Basu, K., “Customer Loyalty: Towards an Integrated Conceptual Framework”, Journal of the Academy of Marketing Science, 22(2), pp.99-113, 1994.
27. Dodds, B. W., Monroe, K. B. and Grewal, D., “Effect of Price, Brands and Store Information on Buyers’ Product Evaluation” , Journal of Marketing Research, 28, pp.307-319, 1991.
28. Dommermuth, W. P., Promotion: Analysis, Creativity and Strategy, 2nd Edition, PWS-Kent Publishing, Mass, 1989.
29. East, r., Harris, P., Willson, G. and Lomax, W., “Loyalty to Supermarkets”, International Review and Retail, Distribution and Consumer Research, 5(1), pp.99-109, 1995.
30. Engel, J.F., Blackwell, R.D. and Miniard, P.W., Consumer Behavior, Dryden Press, New York, 1995.
31. Erdem, O., Oumlil, A. B. and Tuncalp, S., “Consumer Value and the Importance of Store Attributes”, International Journal of Retail and Distribution Management, 27(4), pp.137-144, 1999.
32. Fishbein M. and Ajzen, I., Belief, Attitude, Intention and Behavior, Mass: Addison-Wesley, 1975.
33. Ghosh, A., Retail Management, Dryden Press, Chicago, 1990.
34. Glemet, F., “How Profitable are Arm Brand Products?”, McKinsey Quarterly, 3, pp.173-175, 1995.
35. Gremler, D. D. and Brown, S. W., “Service Loyalty: Its Nature, Importance, and Implications”, American Marketing, 18(4), pp.36-44, 1996.
36. Grewal, D., Monroe, K. B. and Krishnan, R., “The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions,” Journal of Marketing, 62, pp.46-59, 1998.
37. Grover, R. and Srinivasan, V., “Evaluating the Multiple Effects of Retail Promotions on Brand-loyalty and Brand-switching Segments”, Journal of Marketing Research, 29, pp.76-89, 1992.
38. Hair, J. F., Anderson R. E., Tatham R. L. and Black, W. C., Multivarite Data Analysis,4th Edition, Prentice Hall, New Jersey, 1995.
39. Hauser, J. R. and Shugan, S. M., “Defensive Marketing Strategies”, Marketing Science, 2(4), pp.319-360, 1983.
40. Hildebrandt, L., “Store Image and the Perception of Performance in Retailing”, Journal of Business Research, 17, pp.91-100, 1988.
41. Hirschman, E., “Retail Research and Theory”, Review of Marketing, American Marketing Association, Chicago, 1981.
42. Hoch, S.J., “How Should National Brands Think About Private Labels?”, Sloan Management Review, 37, pp.89-102, 1996.
43. Hu L. and Bentler P. M., “Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternatives”, Structure Equation Modeling, 6(1), pp.1-55, 1999.
44. Huddleston, P., Whipple J. and Van Auken A., “Food Store Loyalty: Application of a Consumer Loyalty Framework”, Journal of Targeting, Measurement and Analysis for Marketing, 12(3), pp.213-224, 2004.
45. Inman J. J., McAlister, L. and Hoyer, W. D., “Promotion Signal: Proxy for a Price Cut?”, Journal of Consumer Research, 17, pp.74-81, 1990.
46. Jacoby, J. and Kyner, D. B., “Brand Loyalty versus Repeat Purchase Behavior”, Journal of Marketing Research, 10, pp.1-9, 1973.
47. Jones, T. O. and Sasser W. E., “Why Satisfied Customers Defect”, Harvard Business Review, 73, pp.88-99, 1995.
48. Joyce, M. L. and Lambert, D. R., “Memories of the Way Stores Were and Retail Store Image”, International Journal of Retail and Distribution Management, 24(1), pp.24-30, 1996.
49. Katerattanakul, P. and Siau, K., “Creating A Virtual Store Image”, Communication of The ACM, 46(12), 2003.
50. Kasulis, J. J. and Lusch, R. F., “Validating the Retail Store Image Concept”, Academy of Marketing Science, 9(4), pp.419-428, 1981.
51. Keaveney, S. M. and Hunt, K. A., “Conceptualization and Operationalization of Retail Store Image: A Case of Rival Middle-level Theories”, Journal of Academy of Marketing Science, 20(2), pp.165-75, 1992.
52. Keller, K.L. and Aaker, D.A., “The Effects of Sequential Introduction of Brand Extensions”, Journal of Marketing Research, 29, pp.35-40, 1992.
53. Kim, J. O. and Jin, B., “Korean Consumers' Patronage of Discount Stores: Domestic vs Multinational Discount Store Shoppers' Profiles”, The Journal of Consumer Marketing, 18(3), pp.236-245, 2001.
54. Knox, S. D. and Denison, T. J., “Store Loyalty: Its Impact on Retail Revenue, an Empirical Study of Purchasing Behavior in the UK”, Journal of Retailing and Consumer Services, 7(1), pp.33-45, 2000.
55. Knox, S. D. and Walker, D., “Measuring and Managing Brand Loyalty”, Journal of Strategic Marketing, 9, pp.111-128, 2001.
56. Lincoln, D. J., Samli, A. C., “Assessing the Usefulness of Attribute Advertising for Store Image Enhancement, An Experimental Approach”, Journal of Advertising, 10(3), pp.25-32, 1981.
57. Lindquist, J.D., “Meaning of Image: A Survey of Empirical and Hypothetical Evidence”, Journal of Retailing, 50, pp.29-38, 1974.
58. Martineau, P., “The personality of the retail store”, Harvard Business Review, 36(1), pp.47-55, 1958.
59. Mason, C. H., “New Product Entries and Product Class Demand”, Marketing Science, 9(1), pp.58-73, 1990.
60. Mazursky, D. and Jacoby, J., “Exploring the Development of Store Images”, Journal of Retailing, 52, pp.145-65, 1986.
61. Narasimhan, C. and Wilcox, R. T., “Private Labels and the Channel Relationship: A Cross-category Analysis”, Journal of Business, 71(4), pp.573-600, 1998.
62. Nevin, J.R. and Houston, M. J., “Image as a Component of Attraction to Intra-urban Shopping Areas”, Journal of Retailing, 56, pp.77-81, 2001.
63. Nijs, V. R., Dekimpe, M. G. and Steenkamp, J-B. E. M., “The Category-demand Effects of Price Promotions”, Marketing Science, 20(1), pp.122, 2001.
64. Oliver, R. L., Satisfaction: A Behavioral Perspective on the Consumer, Irwin McGraw-Hill, Boston, 1997.
65. Omar, O. E., Retail Marketing, Pearson Education, England, 1999.
66. Osman, M.Z., “A Conceptual Model of Retail Image Influences on Loyalty Patronage Behaviour”, International Review of Retail, Distribution and Consumer Research, 3(2), pp.133-148, 1993.
67. Oxenfeldt, A.R., “Developing a Favorable Price-Quality Image”, Journal of Retailing, 50, pp.8-14, 1974.
68. Palmer, A., “Retail Image Dimensions and Consumer Preferences”, Developments in Marketing Science, 8, pp.11-15, 1985.
69. Polegato, R. and Zaichkowsky, J.L., “Family Food Shopping: Strategies Used by Husbands and Wives”, The Journal of Consumer Affairs, 28(2), pp.278-285, 1994.
70. Porter, S. S. and Claycomb, C., “The Influence of Brand Recognition on Retail Store Image”, The Journal of Product and Brand Management, 6(6), pp.373-386, 1997.
71. Quelch, J., Farris, P. and Oliver, J., “The Product Management Audit”, Harvard Business Review, 65, pp30-36, 1987.
72. Quelch, J. A., Sales Promotion Management, Prentice Hall, Inc, N. J., 1989.
73. Quelch, J.A. and Harding, D., “Brands versus Store Brands: Fighting to Win”, Harvard Business Review, 74(1), pp.99-109, 1996.
74. Raghubir, P., Inman, J. J. and Grande, H., “The Three Faces of Consumer Promotions”, California Management Review, 46(4), pp.23-42, 2004.
75. Raju, J. S., Sethuraman, R. and Dhar, S., “The introduction and performance of store brands”, Management Sd, 41, pp.957-978, 1995.
76. Reardon, J., Miller, C. E. and Coe, B., “Applied Scale Development: Measurement of Store Image”, Journal of Applied Business Research, 11(4), pp.85-92, 1995.
77. Richardson, P. Jain, A. K., and Dick, A., “The Influence of Store Aesthetics on Evaluation of Private Label Brands”, The Journal of Product and Brand Management, 5(1), pp.19-26, 1996.
78. Salmon, W. J. and Cmar, K. A., “Private Label are Back in Fasion”, Harvard Business Review, 65(3), pp.99-106, 1987.
79. Samli, A. C. and Sirgy, M. J., “A Multidimensional Approach to Analyzing Store Loyalty: A Predictive Model”, American Marketing Association, 1981.
80. Schary, B. and Christopher, M., “The Anatomy of a Stock-out”, Journal of Retailing, 55, pp.59-70, 1979.
81. Schiffman, L. G. and Kanuk, L. L., Consumer Behavior, 7th Edition, Prentice Hall International, Inc., 2000.
82. Schiller, Z., “Brands on the run”, Business Week, April, pp26-28, 1993.
83. Shimp, T. A. and Delozier W. M., Promotion Management and Marketing Communications, New York, 1986.
84. Shimp, T. A., Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communication, 4th Edition, Dryden Press, Chicago, 1997.
85. Sivadas, E. and Baker-Prewitt, J. L., “An examination of the relationship between service quality, customer satisfaction, and store loyalty”, International Journal of Retail and Distribution Management, 28(2), pp.73, 2000.
86. Steenkamp, J-B.E. and Wedel, M., “Segmenting Retail Markets on Store Image Using a Consumer-based Methodology”, Journal of Retailing, 67, pp.300-320, 1991.
87. Steve, B. and Jose C-E., “The Role of Store Image in Retail Internationalization”, International Marketing Review, 17(4), pp.433-445, 2000.
88. Sung, S. and Christiansen, T., “Consumer proneness for purchasing private brand apparel and groceries”, American Marketing Association Conference Proceedings, 12, pp.59-60, 2001.
89. Tellis, G. J., Advertising and Sales Promotion Strategy, Addison-Wesley, Sydney, 1998.
90. Thompson, K. E. and Chen Y. L., “Retail Store Image: A Means-end Approach”, Journal of Marketing Practice, 4(6), pp.161-172, 1998.
91. Tigert, J.D., “Pushing the Hot Buttons for A Successful Retailing Strategy”, Patronage Behaviour and Retail Management, Elsevier Science Publishing Co., Dordrecht, pp.89-113, 1983.
92. Uncles, M. D., and Hammond, K. A., “Grocery Store Patronage”, International Review and Retail, Distribution and Consumer Research, 5(3), pp.287-302, 1995.
93. Yoo, B. and Donthu, N., “Testing Cross-cultural Invariance of the Brand Equity Creation Process”, The Journal of Product and Brand Management, 11(6), pp.380-391, 2002.
94. Zeithaml, Valerie, A., Leonard L. B. and Parasuraman, A., “The Behavioral Consequences of Service Quality”, Journal of Marketing, 60, pp.31-46, 1996.
95. Zimmer, M.R. and Golden, L.L., “Impressions of Retail Stores: A Content Analysis of Consumer Images”, Journal of Retailing, 64(3), pp.265-293, 1988.

三、網站部分
1. http://www.7-11.com.tw/
2. http://www.family.com.tw/marketing/index.html
3. http://www.hilife.com.tw/
4. http://www.okcvs.com.tw/
5. http://www.nikomart.com.tw/
6. http://www.marketingpower.com/