The Study of Store Image and Purchase Intention of Convenience Stores: The Case of 7-ELEVEN in Hsin Chu City

• Main Author: 吳佳欣
• Other Authors: 康龍魁
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/96625614553259707607

碩士 === 國立彰化師範大學 === 商業教育學系 === 98 === The purpose of this study is to investigate the relationship between perceived importance and consumer satisfaction in the store image of convenience store in Hsin Chu City. In addition, it attempts to analyze the gap between them to identify the critical attributes that can influence the consumer’s purchase intention. The consumers of 7-ELEVEN convenience stores were the objects of this study by suing questionnaires. During the investigation period from March to May 2010, the total questionnaires were 450, 382 questionnaires were valid and the effective rate of questionnaires is 84.9%. The data collected was analyzed by using such techniques as descriptive statistical analysis, independent sample t-test, One Way ANOVA, Scheffé multiple comparisons, Pearson product moment Correlation analysis and Stepwise multiple regression analysis. The following conclusions are reached: 1.There is a significant difference between a customer’s perceived importance of store image and the satisfaction; the perceived importance is generally higher than the degree of satisfaction. 2.None of gender, age and occupation has significant difference impact on store image or consumer’s intention to purchase. Education level has significant impact on a purchase intention but no impact on store image. 3.Both the perceived importance of store image and the level of satisfaction that a consumer derives are positively correlated with his purchase intention. 4.The factor of “Service satisfaction”, “marketing and promotion satisfaction” have significant predictive power in consumer’s purchase intention.