| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 97 === It has been twenty years since the hypermarket industries first entered the Taiwanese market. The number of stores increases every year, so is the scale of each store. Under fierce competition, lowering costs becomes one of the essential strategies. Therefore, in order to gain more customers, the hypermarkets try to exhaust every avenue to create a competitive edge other than the low prices.
This research focuses on the three biggest chains: Carrefour, RT-MART and a.mart , at the central region of Taiwan. We look at the correlation between the “Service Guarantees” offered by the hypermarket and the customer’s “Price Perceptions” and “Purchase Intention”. This research utilized questionnaires to survey people with hypermarket shopping experience. I obtained 325 samples, using SPSS to analyze the sample data, descriptive statics, reliability analysis, validity analysis, factor analysis, correlation analysis, and path analysis, then further to discuss & verify the model on the research hypothesis.
The result we found: 1.) there is a significant correlation between the professions of the hypermarket shoppers’s purchasing behavior. 2.) the ”willingness of usage” and “degree of trust” of the “Service Guarantees” structure is in positive correlation with the “Purchase Intention”. 3.) the “Price awareness”, “Value awareness”, and “Quality awareness” of the “Price Perceptions” show positive correlation with the “Purchase Intention”.
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