消費者滿意度在行銷研究中是非常重要的議題，會影響企業長期利潤，本研究將對於美國便利商店產業提出以消費者滿意度為核心的模型，以及四個刺激構面：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、生活品質以及功利/享樂購物價值兩個調節構面總共九個構面。目的是探討便利商店的刺激構面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與探討此模型是否存在兩種購物價值的調節效應。

本研究總共使用406筆來自美國消費者的問卷樣本並藉由偏最小平方結構方程模型來分別檢驗所有假設是否成立。根據研究結果，對於調節變數為功利購物價值的模型，價格價值、人員服務態度與商店氛圍對於滿意度具有直接影響，而功利購物價值會調節價格價值、產品多樣性與消費者滿意度的關係；對於調節構面為享樂購物價值的模型，價格價值、人員服務態度與商店氛圍對於消費者滿意度具有直接影響，而享樂購物價值會調節商店氛圍與消費者滿意度的關係。因此便利商店的管理者可以參考研究結果，依據不同購物型態的消費者者來調整行銷策略。

Customer satisfaction is a crucial issue in marketing research as it can impact long-term profitability. This study proposes a customer satisfaction-centered model for the convenience store industry, including four stimulus constructs: employee service, price value, product assortment, and store atmosphere. Additionally, two moderating constructs, utilitarian and hedonic shopping values, are considered, along with behavioral intention and quality of life, resulting in a total of nine constructs. The aim is to investigate whether the stimulus constructs in convenience stores influence customer satisfaction, subsequently affecting customer behavioral intention and quality of life. Furthermore, the study explores whether this model exhibits moderating effects based on the two shopping values.

A total of 406 survey samples from American consumers were utilized in this study, and partial least squares structural equation modeling was employed to test all the hypotheses. According to the research findings, in the model with utilitarian shopping value as the moderating variable, price value, employee service, and store atmosphere have a direct impact on customer satisfaction, while price value and product assortment have a moderating effect on customer satisfaction. In contrast, in the model with hedonic shopping value as the moderating variable, price value, employee service, and store atmosphere have both direct and moderating effects on customer satisfaction. Therefore, convenience store managers can refer to the research results to adjust their marketing strategies based on the different shopping orientations of customers.

戴庭筠（2022）。探討便利商店產業消費者滿意度：多組結構方程式之應用。國立成功大學統計學系碩士論文。

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