大潤發量販店消費者行為之研究

The Study of Consumer Behavior of RT-Mart Stores

台灣量販店產業歷經早年快速成長，而近年來整體產業卻停滯不前，加上台灣量販店業者彼此競爭激烈，導致整體產業獲利下滑（常百豪，2007）。本研究目的為探討大潤發量販店消費者行為現況分析與差異性考驗。採隨機抽樣，共發出300份問卷，有效回收率為100.0%。研究主要結論為：家庭組成方面，在「管理制度」、「整體消費行為」構念上，「獨居」高於「與好友同住」、「小家庭」、「三代同堂以上」；在「裝潢設計」構念上「獨居」大於「小家庭」、「三代同堂以上」。每月平均收入方面，在「營運制度」構念上，「50,000元以上」大於「20,000元以下」。消費次數方面，在「管理制度」、「裝潢設計」、「整體消費行為」構念上，「一個星期以下」、「二星期～二個月」大於「半年以上」；在「營運制度」構念上，「一個月～半年」大於「半年以上」。消費金額方面，在「管理制度」構念上，「4,001－6,000元」大於「4,000元（含）以下」。研究建議為增加更多的員工訓練與促銷活動、提升消費者的購買意願、消彌動線死角以及提升良好管理制度。

The Study of Consumer Behavior of RT-Mart Stores Yuan-Du Hsiao Professor, Department of Business Administration Chungyu Institute of Technology Teng-Chiao Lin Part-time Associate Professor, Graduate lnstitute of Technological and Vocational Dar-Chin Rau President and Professor, Department of Industrial Management Oriental Institute of Technology Kuang-Yen Chung Wen-Shuo Hu Department of Business Administration, Chungyu Institute of Technology Abstract Discount store industry in Taiwan in recent years the whole industry stagnated after the early years of rapid growth, coupled with the hypermarkets competitive with each other, leading to total industry profit fell (Chang, B. H., 2007). The purposes of this study was to discuss the RT-Mart stores consumer behavior situation analysis and difference test. A random sampling, issued a total of 300 questionnaires, the effective rate was 100%. The main conclusions of the study were : In the family composition, the 'management system', 'total consumer behavior' constructs, 'live alone' higher than the 'live with friends', 'nuclear family', 'three generations live under one roof'; the 'decorating design' construct, 'live alone' was higher than the 'nuclear family', 'three generations live under one roof'. In the average monthly income, the 'operating system' construct, 'above $50,000' higher than 'under $20,000'. In the consumption frequency, the 'management system', 'decorating design', 'total consumer behavior' constructs, 'less than a week', 'two weeks to months' was higher than 'more than six months'; the 'operating system' construct, 'one week to six months' was higher than 'more than six months'. In the consumption amount, the 'management system' construct, the '$4,001-$6,000' was higher than '$ 4,000 (inclusive) and the following'. The study suggests that: Adding more staff training and promotional activities, increasing consumer willingness to buy, eliminate dead moving lines and enhance good management system.