| Summary: | 碩士 === 真理大學 === 管理科學研究所 === 90 === The choice of stores is an important process of purchase decisions (Samli，1989). Stores should attract consumers’ attention before they come to purchase. Theories of needs are popularly applied to study in the inner drives of human behaviors except in the choices of stores. Consumers evaluate stores according to each store’s attributes. This study focuses on store attributes and discusses the relationship between choices of store attributes and inner needs based on seven needs by Maslow(1954). Take food and beverage as an study example, this study divides price level of restaurants into three degrees (low, middle and high), and assumes that each degree represents consumer clusters with differential intensity of need. We try to demonstrate that customers going to different degree of restaurant because of intensity of inner needs. Consumers with different intensity of need also prefer various store attributes. The main results are as below:
1.Twenty restaurant attributes are simplified into four dimensions: “comfort”, “safety”, “ease”, and “substance”.
2.Physical need is positively related to the emphasis on “comfort”, “safety”, “ease”, and “substance”. Safety need is positively related to the emphasis on “comfort” and “safety”. Belongingness and love need is positively related to the emphasis on “comfort” and “safety”. Esteem need is positively related to the emphasis on “safety”. self-actualization need is positively related to the emphasis on “comfort”. knowledge and understanding need is positively related to the emphasis on “substance”. Aesthetic need is positively related to the emphasis on “comfort”.
3.Intensity of needs are significantly different among those consumers going to differential price restaurants. Except aesthetic need between high price and middle price degree, intensity of any other needs of high-price restaurant consumers is significantly stronger than low-price consumers.
4.Except for the emphasis on “substance” between high-price and middle-price restaurants, the emphasis on any other store attributes of consumers going to higher-price restaurants is significant stronger than those going to lower-price restaurants.
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