Study on the Relationship of Convenience Stores' Service Quality and Consumers' Purchase IntentionA Discussion on the Mediating Effects and Interfering Effects of Store Image
| Autor: | Min-Hua Yang, 楊敏華 |
|---|---|
| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 Facing keen competition in free market, for surviving convenience store industry create as many kinds of marketing way as possible for attracting consumers’ favor and increasing the amount of consumption. Therefore, how to provide high service quality, to portray a favorable store image, to increase consumers’ additional purchases and enhance the competition are nowadays important issues on convenience store industry’s marketing strategies. The research quotes scholars’ references and practicality analysis, then discusses the effects of the service quality to the consumers’ purchase intention, Furthermore, using store image as the mediating and interfering variable, to research the effects to the consumers’ purchase intention. The study objects are the Kaohsiung consumers of the three largest domestic chains in the convenience store industry: 7-ELEVEn, Family Mart and Hi-Life. The research regards service quality and store image as elements, thus discusses the elements’ effects to the consumers’ purchase intention. The results found that: 1) the service quality of convenience stores is positively correlated to the consumers’ purchase intention; 2) the service quality of convenience stores is positively correlated to store image; 3) store image portrayed by convenience stores is positively correlated to consumers’ purchase intention; 4) store image works as a mediating role between service quality and consumers’ purchase intention, and 5) service quality affects consumers’ purchase intention by the interfering effects of store image. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|