Research on How Shopping Convenience of the Convience Stores in Kaohsiung for Consuming Influence Consumers’s Shopping Will—using Service Quality as Mediator

• Main Authors: Chen Hsiu-Kuan, 陳秀觀
• Other Authors: 楊一峰
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/03837908920230239371

碩士 === 樹德科技大學 === 經營管理研究所 === 99 === This dissertation aims to find out the influence of convenience store owners’ service quality and conveience for consuming on consumers’ will to purchase. The data in the present study was collected from 348 questionnaires which chose consumers shopping in the twelve chained convenience stores ( within Kaohsiung 7-ELEVEN, Family Mark, Hi-Life) in January, 2011. This study adopted reliability analysis, factor analysis, descriptive statistics, correlation analysis, and path analysis. Based on the findings in the present study, there are some suggestions in the following: 1) Offering convenience service has obvious and positive influence to the service quality. 2) the important influence of the stores’ service quality and convenience for consuming on consumers’ will to purchase 3) service quality to the conveniece which the stores provide will play mediator to increase the consumers’ will to purchase. To sum up, the conclusion of this study recommended that the service providers of convenience store should emphasize on service quality as well as the overall convenience to reinforce the degree of customers’ satisfaction and elevate their will to purchase.