| Summary: | 碩士 === 南台科技大學 === 行銷與流通管理系 === 101 === Every country has different whole environmental, especially of economic will influence consumer’s purchasing power; social factor will impact consumer’s lifestyle and behaviors. Different countries of consumer has their individual differences in cognition of need and service quality. However, the density of convenience stores in Taiwan becomes world convenience store density most high area. But the area of the land in Malaysia is bigger than Taiwan but the numbers of convenience stores not even one-half of Taiwan’ convenience stores. Hence, the conveniences which provide to customer are worth to discuss.Since the social and cultural difference, ensure that marketing strategies should be different, such as product types, service provide and etc. Those will influence the willingness of purchase of consumer. The purpose of this research is to compare the conveniences and service quality of conveniences store between Taiwan and Malaysia and to know will it influence the willingness of purchase of consumer.
This research adopted questionnaire survey, the object of mainly for students who study in Taiwan and purchased before. A number of 300 questionnaires were sampled from consumer, and a total of 297 responses were deemed usable for the analyses, which is a 99% usable response rate. The SPSS statistical software was applied for analyzing the data including factor analysis, reliability and validity analysis, independent-samples t-test, multivariate analysis, paired-sample t-test and multiple regression analysis
The results of this study are summarized as follows; the conveniences and service quality of both Taiwan and Malaysia’s conveniences store have a great impact on willingness of purchase. But the products type factor has no significance in Malaysia, means the conveniences store should increase product types only can attract customer’s willingness of purchase. Besides that both tangibles and reliability factors also have no significance in Malaysia, so that the convenience stores should enhance their services and shop furnishings that can attract customer’s willingness of purchase.
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