The Study of the Relationship among Service Guarantees,Price Perceptions and Brand Name Purchase Intention -A Case of Hypermarket
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...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | zh-TW |
Published: |
2009
|
Online Access: | http://ndltd.ncl.edu.tw/handle/66508540614158847924 |
id |
ndltd-TW-097CYUT5121058 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-097CYUT51210582015-10-13T12:05:43Z http://ndltd.ncl.edu.tw/handle/66508540614158847924 The Study of the Relationship among Service Guarantees,Price Perceptions and Brand Name Purchase Intention -A Case of Hypermarket 服務保證、價格知覺與品牌購買意願關係之研究—以量販店為例 Chih-Hsiu Chao 趙志修 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”. Meng-Jang Lin 林孟璋 2009 學位論文 ; thesis 92 zh-TW |
collection |
NDLTD |
language |
zh-TW |
format |
Others
|
sources |
NDLTD |
description |
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”.
|
author2 |
Meng-Jang Lin |
author_facet |
Meng-Jang Lin Chih-Hsiu Chao 趙志修 |
author |
Chih-Hsiu Chao 趙志修 |
spellingShingle |
Chih-Hsiu Chao 趙志修 The Study of the Relationship among Service Guarantees,Price Perceptions and Brand Name Purchase Intention -A Case of Hypermarket |
author_sort |
Chih-Hsiu Chao |
title |
The Study of the Relationship among Service Guarantees,Price Perceptions and Brand Name Purchase Intention -A Case of Hypermarket |
title_short |
The Study of the Relationship among Service Guarantees,Price Perceptions and Brand Name Purchase Intention -A Case of Hypermarket |
title_full |
The Study of the Relationship among Service Guarantees,Price Perceptions and Brand Name Purchase Intention -A Case of Hypermarket |
title_fullStr |
The Study of the Relationship among Service Guarantees,Price Perceptions and Brand Name Purchase Intention -A Case of Hypermarket |
title_full_unstemmed |
The Study of the Relationship among Service Guarantees,Price Perceptions and Brand Name Purchase Intention -A Case of Hypermarket |
title_sort |
study of the relationship among service guarantees,price perceptions and brand name purchase intention -a case of hypermarket |
publishDate |
2009 |
url |
http://ndltd.ncl.edu.tw/handle/66508540614158847924 |
work_keys_str_mv |
AT chihhsiuchao thestudyoftherelationshipamongserviceguaranteespriceperceptionsandbrandnamepurchaseintentionacaseofhypermarket AT zhàozhìxiū thestudyoftherelationshipamongserviceguaranteespriceperceptionsandbrandnamepurchaseintentionacaseofhypermarket AT chihhsiuchao fúwùbǎozhèngjiàgézhījuéyǔpǐnpáigòumǎiyìyuànguānxìzhīyánjiūyǐliàngfàndiànwèilì AT zhàozhìxiū fúwùbǎozhèngjiàgézhījuéyǔpǐnpáigòumǎiyìyuànguānxìzhīyánjiūyǐliàngfàndiànwèilì AT chihhsiuchao studyoftherelationshipamongserviceguaranteespriceperceptionsandbrandnamepurchaseintentionacaseofhypermarket AT zhàozhìxiū studyoftherelationshipamongserviceguaranteespriceperceptionsandbrandnamepurchaseintentionacaseofhypermarket |
_version_ |
1716853019928166400 |