商店形象、商品屬性與消費者伴手禮購買意願之研究

The Effect of Store Image and Store Attributes on Consumers' Souvenir Purchase Intentions

本研究旨在瞭解商店形象與商品屬性對消費者伴手禮購買意願的影響。本研究以專賣伴手禮的日日出股份有限公司之大地、旅人、土鳳與宮原眼科四個門市之消費者為研究對象，於各分店營業時間時在店門口以便利抽樣方式對店內出來之國內消費者做為施測對象，共計發放450份，有效回收率97.3%。所得資料經統計分析發現：年紀愈輕者對於店家販售之伴手禮喜好程度愈高。商店形象、商店屬性對消費者伴手禮購買意願之預測力為32.7%，影響購買意願效果最大者為「交通地點」及「商品獨特性」，其中又以「商店屬性」的影響為最大。本研究提出實務及研究建議，結果可提供伴手禮業者了解消費者偏好，以利規劃未來發展策略參考。 This study aims to understand the influence of store image and store attributes on consumers' souvenir purchase intention. A total of 450 questionnaires were distributed through convenience sampling method in Taichung. The effective questionnaires rate was 97.3%. The data was analyzed through Descriptive Statistics, Independent t-test, One-Way ANOVA and Multiple Regression Analysis. The results are as follows: Firstly, young consumers have higher level perception on souvenirs. Secondly, R 2 of store image and store attributes on consumer's purchase intention are 32.7%, and “traffic location” and “product uniqueness” were the greatest influence factors, as “store attributes” was the greatest influence variable. The findings of this study could provide guidance for souvenir store to understand customers' preference in order to facilitate development strategy.

This study aims to understand the influence of store image and store attributes on consumers' souvenir purchase intention. A total of 450 questionnaires were distributed through convenience sampling method in Taichung. The effective questionnaires rate was 97.3%. The data was analyzed through Descriptive Statistics, Independent t-test, One-Way ANOVA and Multiple Regression Analysis. The results are as follows: Firstly, young consumers have higher level perception on souvenirs. Secondly, R 2 of store image and store attributes on consumer's purchase intention are 32.7%, and “traffic location” and “product uniqueness” were the greatest influence factors, as “store attributes” was the greatest influence variable. The findings of this study could provide guidance for souvenir store to understand customers' preference in order to facilitate development strategy.