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研究生： 林繼正
Lin, Chi-Cheng
論文名稱： 全店整合行銷之顧客價值認知結構研究
Customers’value cognitive structure of entire shop integrated marketing
指導教授： 劉宗其
Liu, Tsung-Chi
許永明
Shiu, Yung-Ming
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
論文出版年： 2007
畢業學年度： 95
語文別： 中文
論文頁數： 118
中文關鍵詞： 消費體驗 、消費者利益 、消費者價值 、促銷活動 、方法目的鏈
外文關鍵詞： Means-End Chain, Sales promotion, Consumer value, Consumer benefit, Consumer experience
相關次數： 點閱：104  下載：0 
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    • 過去的研究指出消費者期待在購物的體驗中，可以同時獲得實用與享樂利益(Babin et al., 1994)。自2005年4月開始，便利商店產業中所盛行的促銷方式，稱之為「全店整合行銷」。在這樣的促銷模式中，兼具了實用主義與享樂主義的運用。從消費者利益與消費者價值的角度出發，可以瞭解消費者從促銷活動中，真正想要獲得的是什麼。
    本研究以「方法目的鏈」理論為研究方法的根基，以台灣便利商店的兩大業者「統一超商」與「全家便利商店」為研究標的，試圖探索這兩家超商所各自擁有的顧客，在促銷活動中所重視的利益及其背後所隱含的價值為何。其中利用到內容分析法將訪談資料作系統性分類，並繪製成階層價值圖(HVM)，用以呈現全店行銷之顧客價值認知結構。
    由HVM之比較發現，全店行銷顧客最重視的是享樂價值，並強調消費過程中的內心感受，與Holbrook(2000)的研究論述一致。在消費者類型方面呈現出差異，7-11的消費者強調的是贈品所提供的感官享受，而全家的消費者較為強調活動整體的創意性。
    本研究最後針對零售業未來在規劃與執行全店行銷活動方面，引用行銷4P的觀念提出以下建議：
    1、商品決策方面必須同時考量促銷商品本身與促銷贈品方面。
    2、贈品贈送的低門檻與免費送是消費者所偏好的活動屬性。
    3、消費者重視店員服務與交通便利性所帶來的效率價值。
    4、消費者會受廣告內容的創意性及廣告的曝光程度所影響。

    Some studies in the past indicated consumers could look forward to obtain utilitarian and hedonic benefits at the same time in shopping experiences (Babin et al., 1994). Since the April of 2005, a voguish promotion way in the convenient store industry is called “Entire shop integrated marketing”. Such a promotion pattern, instead, it has concurrently had the utilitarian and hedonism utilization. Embarks from the perspective of consumer benefit and the consumer value angle, we can understand what the consumers truly want to gain from the promotion activities.
    “Means-End Chain” theory was used in this research of the foundation of research technique. Two great undertaking in Taiwan convenient store industry “7-Eleven” and “Familymart” were used as research objects. We attempted to explore customers who respectively held by these two businesses. We tried to find out what benefits customers gave weight to the promotion activities and what values were concealed behind the consumer behavior. The results of interviews systematically categorized by content analysis were drawn into Hierarchical Value Maps (HVM).It presented the value structures of customers who participate in the entire shop integrated marketing.
    From these HVMs, we found the customer of entire shop integrated marketing paid much attention to hedonic value and emphasis on the innermost feelings in the shopping process. This viewpoint consisted with the research elaboration of Holbrook (2000). The result also presented the difference in the consumer type aspect. The customers of 7-Eleven emphasized on the sense perception enjoyment which was provided by free gift. On the other side, the customers of Familymart emphasized the creativity of the whole activities.
    This research would finally aim at the retail trade future to plan and to carry out the entire shop integrated marketing aspect to quoted 4Ps marketing idea to propose suggestion as follows showed:
    1. The commodity decision-making aspect should be considered simultaneously with promotion commodity itself and the promotion complimentary gift aspect.
    2. Consumers preferred the low threshold of complimentary gift bestowed and the free delivers activities.
    3. Consumers emphasis on the efficiency value of salesclerk service and convenience transportation.
    4. The consumers were affected by the creativity of advertisement content and the advertisement exposure degree.

    第一章 緒論…………………………………………………………1 第一節 研究背景與動機…………………………………1 第二節 研究目的…………………………………………3 第二章 文獻探討……………………………………………………4 第一節 消費者體驗……………………………………………4 一、體驗的定義……………………………………………4 二、消費體驗的重要性……………………………………4 三、體驗經濟與娛樂經濟…………………………………5 四、體驗式行銷……………………………………………7 第二節 促銷活動………………………………………………13 一、促銷活動的方式與目的………………………………13 二、促銷活動之內涵………………………………………14 三、全店整合行銷…………………………………………15 第三節 消費者利益……………………………………………16 一、消費者利益之內涵……………………………………16 二、消費者利益之區分……………………………………17 三、享樂利益與實用利益的關連性………………………19 四、全店行銷活動與消費者利益之相關性………………19 第四節 消費者價值……………………………………………20 一、人類價值………………………………………………20 二、消費者價值……………………………………………22 三、知覺價值與促銷活動下的購買行為…………………23 第五節 方法目的鏈模式………………………………………24 一、方法目的鏈……………………………………………24 二、屬性-結果-價值………………………………………27 三、方法目的鏈相關研究之整理…………………………30 四、方法目的鏈與本研究之相關性………………………33 第三章 研究方法……………………………………………………36 第一節 階梯訪談法..................................36 一、階梯觀念....................................36 二、階梯流程....................................38 三、訪談技巧....................................39 第二節 研究設計....................................42 一、研究流程....................................42 二、概念性架構..................................43 第三節 研究訪談流程................................44 一、引出........................................44 二、階梯流程....................................46 第四節 研究範圍與對象..............................49 第五節 抽樣方法與樣本結構..........................50 一、抽樣方法....................................50 二、訪談時間及樣本結構..........................50 三、樣本特性....................................51 四、樣本消費行為................................52 第六節 內容分析法..................................54 一、訪談資料內容分析............................54 二、變數之操作性定義............................54 三、編碼過程....................................58 四、信度分析....................................59 第七節 「階層價值圖」之繪製........................60 一、蘊含矩陣....................................60 二、階層價值地圖................................61 第四章 研究結果分析與討論………………………………………63 第一節 統一超商全店行銷之「階層價值圖」分析........63 一、統一超商全店行銷活動的「屬性」..............63 二、統一超商全店行銷活動的「結果」..............67 三、統一超商全店行銷活動的「價值」..............69 第二節 全家便利商店全店行銷之「階層價值圖」分析....72 一、全家便利商店全店行銷活動的「屬性」..........72 二、全家便利商店全店行銷活動的「結果」..........76 三、全家便利商店全店行銷活動的「價值」..........77 第三節 兩家商店全店促銷活動之價值認知結構異同......79 一、兩家商店顧客之價值認知結構相異要素..........79 二、兩家商店顧客之價值認知結構相同要素..........83 第五章 結論與建議……………………………………………….86 第一節 結論與討論..................................86 一、統一超商顧客之價值認知結構..................86 二、全家便利商店顧客之價值認知結構..............88 三、命題發展....................................89 第二節 管理意涵....................................92 一、商品決策....................................93 二、價格策略....................................94 三、顧客服務決策................................94 四、顧客溝通決策................................95 第三節 研究限制與未來研究建議......................95 參考文獻………………………………………………………………97 附錄一 「便利商店全店整合行銷之消費者價值結構」訪談問卷.102 附錄二 階梯訪談編碼資料…………………………………………105 附錄三 蘊含矩陣……………………………………………………111 附錄四 統一超商與全家便利商店全店行銷活動之簡介........117

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