Analizing the Relationship of Hypermarket’s Innovative Strategy and Store Image With Purchasing Intention: Consumer Innovationess Characteristic Moderating Effect

• Main Authors: Hsiu-Man Li, 利秀滿
• Other Authors: Shu-Ling Liao
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/63570759480076950483

碩士 === 元智大學 === 管理研究所 === 94 === Taiwan’s Hypermarket industy keen competition, therefore, this work attempt to indicates the relationship with hypermarket’s innovative strategy and store image with purchasing intention, moreover, to explore the consumer innovationess characteristic moderating effect. A questionnaire based on Likert-type five points scale items and sent to 450 consumers, and than obtain from 400 effective samples, the effective ratio is 88.89%. Major results are analyzed by using three-way ANOVA. This study shows significantly difference in the six innovative strategics (high compare low score team) to the purchasing intention respectively; moreover, the service innovative strategy moderating with consumer cognitive innovationess characteristic (high compare low score team) significantly difference in the purchasing intention; finally, 1. service innovative strategy and store image moderating with consumer, and 2. promotion innovative strategy and store image moderating with consumer cognitive innovationess characteristic are significantly difference in the purchasing intention. Statistical results enables the hpermarket managers more enhancing business strategic effectively, additionally, by effectively resulting in this study provide a valuable reference for further research.