提升便利商店商店形象之研究

Enhance the Convenience Store Store Image

為補足先前研究探討提升便利商店商店形象之缺口，本研究旨在彙整不同觀點之商店形象文獻與衡量構面，並對國內不同便利商店公司進行受測者（顧客）問卷調查與資料分析，以瞭解不同便利商店之顧客對商店形象不同構面所產生之認知差異性為何，進而發現提升商店形象之關鍵因素。本研究針對高雄市7-Eleven、全家便利、萊爾富等三家知名便利商店的顧客進行抽樣調查，每家各蒐集50份問卷，共取得150份有效問卷。本研究由變異數分析檢定結果發現，商店形象之不同變數（含便利性、商品齊全性、商店氣氛、良好服務、經常性活動）在7-Eleven、全家便利及萊爾富等三大便利商店公司之顧客之平均值有顯著性差異。整體而言，7-Eleven在便利性、商品齊全性、良好服務及經常性活動等四個變數之平均值皆高於全家便利與萊爾富。全家便利之商店氣氛變數之平均值則高於7-Eleven與萊爾富。另外，以上三大便利商店之顧客對其商店形象各自不同變數間皆具有顯著差異。進一步地，本研究發現7-Eleven、全家便利及萊爾富等三大便利商店之合計平均值分析結果，便利性最高，良好服務次之，其次依序為商店氣氛、商品齊全性及經常性活動。此研究結果意涵，提升便利商店商店形象各項構面之優先重要性為何，進而可作為提升商店形象關鍵因素之參考依據。最後，本研究提出管理意涵、命題發展，及針對便利商店業者提出五項提升商店形象之經營管理策略相關建議。

To bridge the gap of past studies in the store image of convenience store, the purposeof this research is attempting to summarize literature and dimensions of differentperspectives of store image. Besides, this research attempts to invest the customers ofdomestic convenience stores and hopes research results to understand the customer’sperceived difference of store image. Empirical analysis was then performed based on thesample data of 150 questionnaires collected from the customers of 7-Eleven, Family Martand Hi-Life (each 50 samples) in Taiwan. The study was conducted by analysis of variancetest results found that different variables (including the convenience of the store image,commodity complete, store atmosphere, good service, regular activities) three conveniencestores in the 7-Eleven, Family Mart and Hi-Life the mean of the company's customers havea significant difference. Overall, 7-Eleven were higher than the average of the fourvariables in the the convenience goods, commodity complete, good service, and regularactivities the Family Mart convenience Hi-Life. Family Mart convenience store atmospherevariables average is higher than the 7-Eleven with Hi-Life. In addition, more than threeconvenience store customers their store image each different variables are significantdifferences. Further, the study found that three convenience stores 7-Eleven, Family Martand Hi-Life Total mean analysis, the highest convenience, good service, followed byfollowed by complete store atmosphere, commodity complete and regular activity. Overall,these research results can understand the customer’s perceived difference of store image,and provide the reference of key factor of increasing store image of convenience storesindustry. Finally, this research provides managerial implications, propositions developmentand five suggestions of strategic management for enhance convenience store ofconvenience store.