| Summary: | 碩士 === 亞洲大學 === 經營管理學系 === 107 === Domestic necessities have always been indispensable for consumers. Unlike ordinary products, the hardware department store provides not only the essentials for people's livelihood, but also more products for leisure and work. Under the circumstance, different players have established their own brand advantages and characteristics, how to provide better services and strategies to attract new consumers and increase consumers' willingness to purchase, becoming a key issue for the industry. The purpose of this study is to analyze the relevance of Service Innovation, perceived value and consumer behavior in the hardware department store industry by taking the consumers of a hardware department store as the research object. Among them, this study assumes that the Innovation of Service and the improvement of perceived value are helpful. Increase consumer willingness to buy.
This study uses a questionnaire survey method. Through regression analysis, the research results show that consumers of a hardware department store in China believe that the appropriate Service Innovation factors of the field and the overall perceived value of consumption will indeed enhance consumers' willingness to patronize the hardware department store. It means that when the hardware department store industry solves the demand of consumer products, it can make consumers' impression and trust on the brand improve, and the consumers will have higher willingness to purchase. If the consumer can have a high degree of satisfaction when they want to buy life, the consumer will have positive thinking about brand awareness and overall perceived value, which will help to enhance brand loyalty.
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