Identity and Identification: The study on the consumer's intention to revisit Hayashi Department Store

• Main Authors: HSIEH,YI-CHUN, 謝宜純
• Other Authors: TSENG , FAN-CHUAN
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/22mnqs

碩士 === 國立臺南大學 === 經營與管理學系科技管理碩士在職專班 === 104 === With rich cultural heritage, Tainan sets the preservation of old buildings and tourism as urban development. Hence, the trend toward old buildings operation can be popularized as well as lead to some hot topics. Running a brand or even a business is not easy. Instead of the temporary prevalence, the business guidelines of Hayashi Department Store focus on the sustainability in order to demonstrate the identity attractiveness in tourism as well as extraordinary ways to capture consumers’ minds. The identity attractiveness of Hayashi Department Store depends on the commercial success, consumers’ recognition as well as the establishment of long-term and tight relationship toward sustainable development. According to the conceptual framework proposed by Bhattacharya & Sen (2003), this study made partial modifications toward the original model. Bhattacharya and Sen (2003) think that the close and loyal relationship between customers and a company would be built for the long term when customers recognize the company. By self-identification, belongingness and identification toward Hayashi Department Store, consumers would positively show their spontaneity to expend on the business. The participants of study were consumers who have visited this Department Store. Designed and collected by Google Forms, questionnaires were issued online from April 18th to May 7th, 2016. 253 questionnaires were received and valid as well; none of them was incomplete. Data from questionnaires were analyzed by IBM SPSS Statistics (version 22.0) and SmartPLS (version 2.0.M3). Hypothesis testing was conducted through reliability, validity, correlation analysis, the overall model as well as descriptive statistics. Combined with results after those empirical analyses, the findings of this research are: (1) “identical quality” has a positive and direct influence on “identity attractiveness”; (2) “identity similarity” has a positive and direct influence on “identity attractiveness”; (3) “identity prestige” has a positive and direct influence on “identity attractiveness”; (4) “identity attractiveness” has a positive and direct influence on “consumer’s identification”; (5) “identity attractiveness” has a positive and direct influence on “consumer’s revisiting intention”; (6) “consumer’s identification” has a positive and direct influence on “consumer’s revisiting intention”. This research concluded with substantial reference in the hope of renovation as well as sustainable development for old houses. Consumers would visit there again if they realize the core value of Hayashi Department Store with recognition.