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    題名: 消費者行為與零售通路發展 - 台灣與大陸之比較
    Consumer Shopping Behavior & Retail Format Development: A Comparison between Taiwan & China
    作者: 蔡翠真
    Tsai,Jennifer
    貢獻者: 于卓民
    Yu,Chwo Ming
    蔡翠真
    Tsai,Jennifer
    關鍵詞: 消費者行為
    零售通路發展
    台灣與大陸之比較
    Consumer Shopping Behavior
    Retail Format Development
    Comparison between Taiwan & China
    日期: 2006
    上傳時間: 2009-09-12 12:30:45 (UTC+8)
    摘要: While retail business development in Taiwan has reached mature stage for many retail formats, it is still in the rapid growth stage in China. Consumer shopping behavior in Taiwan and China might be different given different economic and retail development progress.

    The findings of this research support two hypotheses. First the retail format development is different in Taiwan and China. Second the consumer shopping behavior is different in Taiwan and China.

    All retail formats were developed ahead in Taiwan by around 15-20 years. It took around 35 years in Taiwan to develop up to current status. However, it took a much shorter time for China to catch up. The development was much more concentrated and intensive.

    The development order is also different. In Taiwan, the order is department store, supermarket, convenience store then hypermarket. In China, however, hypermarket development advances convenience store. Convenience store is still in an early development stage.

    Shopping behavior in different channel is also different. Taiwan shoppers visit convenience store most often while China shoppers patronize supermarket and hypermarket most frequent.

    In Taiwan, except household products, most packaged food or beverage are purchased most often from convenience store. In China, most are from supermarket and hypermarket. Moreover, Taiwan consumers are more particular, demanding and sophisticated.

    If any manufactures would like to enter China market, modern trade is suggested to the most important channel. It is easier for quick distribution, lower risk and more similar practice to Taiwan retail environment.

    If any retailers would like to enter China market, it is wiser to have international alliances. The retail business now in China plays with big economic scale. Without advanced knowledge, technology as well as rich working capital, it is very challenging to compete in China market.

    For research in the future, it is recommended to include village information. Under China government policy, village should be upgraded with strong government support. It will provide a more comprehensive pictures if village is included.
    1.Research background & objectives 1
    I. Research motivation 1
    II. Research questions and objectives 5
    III.Research flow and brief description of chapter 6
    2.Literature review 9
    I. Consumer behavior 9
    II. Retail channel definition 15
    III.Factors affecting consumer shopping behavior and retail format development 17
    3.Research methodology 19
    I. Research framework & hypotheses 19
    II.Research design and data collection 20
    4.Research Findings 22
    I. Retail format development in Taiwan and China 22
    II.Consumer channel patronage incidence and frequency 41
    III.Products purchased in different channel 49
    IV.Purchase Consideration for hypermarket/supermarket 51
    5.Conclusions & Recommendations 55
    Reference 62
    參考文獻: Chinese literature：
    一、陳維婷，「台灣量販產業的發展與西進大陸」，國立中央大學，產業經濟研究所，碩士論文，94年7月。
    二、劉智宏，「台灣綜合商品零售業之經營現況與趨勢分析」，國立高雄第一科技大學，行銷與流通管理系，碩士論文，93年6月。
    三、阮泰郎，「消費者生活型態、涉入程度與消費行為之關聯性研究」，南台科技大學，高階主管企管碩士班，碩士論文，93年6月。
    四、徐玉燕，「消費者特徵、企業形象與服務品質對購買決策影響之研究—以台灣地區不同零售業態加以實證」，中國文化大學，國際企業管理研究所，碩士論文，91年6月。
    五、施欣怡，「不同型態通路之消費者購買行為比較之研究」，私立中國文化大學，國際企業管理研究所，未出版之碩士論文，87年6月。
    六、陳韋仁，「生活型態與消費者首購房車決策之研究--以年輕族群為例」，大葉大學，事業經營研究所，碩士論文，93年6月。
    English literature：
    Berman, B., & Evans, J. R. (2001). Retail management : A strategic Approach，8 th ed.。 New Jersey： Prentice Hall. 219-246.
    Chow, Clement K W.（1994）. “Distribution reform and retail structure in China: An empirical analysis of entries and exits of enterprises”, Asia Pacific Journal of Marketing and Logistics, 6（3）, pp.3~25.
    Chow, Clement K W.（1995）. “Evaluating small business development in China`s retail sector: An empirical analysis”, Journal of Small Business Management, 33（1）,pp.87.
    Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer behavior ，7th ed.。 Orlando, Florida： Dryden Press.
    Hawkins, D. I., Best, R. J., & Coney, K. A. ( 2001). Consumer behavior：Building marketing strategy，8th ed.. New York：McGraw Hill.
    Kotler, Philip (1997). Marketing management: Analysis, planning, implementation, and control, 9th ed.. New Jersey: Prentice - Hall
    Nickel, A., & Wertheimer, C. (1975). Factors affecting consumers images and choice of drugstores. Jourmal of Consumer，Research, 2(6), 19-27.
    Plummer, J. T. (1974). The concept and application of life segmentation. Journal of Marketing, 38(1), 33-37.
    Well, D. W., & Tigers, J. (1971). Actibities, interests and poinions Journal of Advertising Research,11(4), 27-35.
    William, I., & Alton, D. (1983). Marketing： Basic, concepts and decisions ，3nd ed.。 New York: Richard D. Irwin, Inc. 40.
    Wells, W. D., & Prensky, D. (1996). Consumer behavior. New York:
    John Wiley and Sons.
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    93932526
    95
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0093932526
    資料類型: thesis
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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