| dc.contributor.advisor | 別蓮蒂 | zh_TW |
| dc.contributor.advisor | bei, Lienti | en_US |
| dc.contributor.author (Authors) | 郭曉文 | zh_TW |
| dc.creator (作者) | 郭曉文 | zh_TW |
| dc.date (日期) | 2006 | en_US |
| dc.date.accessioned | 11-Sep-2009 17:01:12 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 17:01:12 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 17:01:12 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0943550421 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29996 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 94355042 | zh_TW |
| dc.description (描述) | 95 | zh_TW |
| dc.description.abstract (摘要) | 實體店面的腹地大小一直是每個開店業者所關切的議題，本研究主要目的是探討哪些因素會影響消費者至實體店面時所願意花交通時間的長短，並進而規劃出腹地範圍。這些影響消費者交通時間的因素包括「人口統計變數」、「心理層面變數」及「環境變數」三大變數。在人口統計變數上，分為性別、年齡、教育程度、可支配所得、騎機車習慣的有無、開汽車習慣的有無；心理層面變數包括產品涉入度、忠誠度、合理價格認知、時間壓力、財務壓力；市場環境變數包括居住地家庭式、連鎖式及高級式美髮店店數，以及對居住地此三類型美髮店消費滿意度。 本研究以東區美髮店消費者做為問卷發放對象，共計434份，透過多變量回歸分析，驗證出在探討影響消費者花費交通時間及其他行為的因素時，三種類變數共同考量可使整體解釋力提高，若三類變數個別討論時，只能解釋一小部分原因。 研究顯果顯示以下幾點：第一，影響消費者至美髮店交通時間的變數為「可支配所得」、「機車有無」及「涉入度」，意指當可支配所得愈高、有騎幾車的習慣或產品涉入度愈高者，將花愈久的交通時間。第二，影響消費者至美髮店頻率的變數為「可支配所得」及「美髮店種類」，意指可支配所得愈高者至美髮店頻率愈低，而高級式美髮店消費者比連鎖式美髮店消費者消費頻次更高。第三，影響消費者更換髮型頻率的變數為「年齡」，即年齡愈高，更換髮型頻率愈高。第四，影響消費者美髮花費佔每月可支配所得比例的變數為「年齡」及「涉入度」，意指年齡愈小、產品涉入度愈高者，花費支出佔比將愈高。此外，對於「外地消費」有幾點特別發現，第一，在性別上，離東區愈遠的都市消費族群中，男性消費比例愈高；第二，在年齡上，離東區愈遠的都市，年輕族群比例愈大，但忠誠度卻會因離消費地點愈遠而愈低。第三，住在遠距區的消費者，當決定要去外地消費時，七成以上會以高級式美髮店為主。 最後，從研究實證中，勾勒出台北市東區美髮店的腹地範圍，並從研究結論中對東區高級式及連鎖式美髮店提出行銷策略方案上的建議。 | zh_TW |
| dc.description.abstract (摘要) | Every company considers the potential of marketplace. The purpose of this research is to know the effects of Demographic, psychographic and Geographic factors on consumer’s transportation and consumption to Beauty Salon. Demographic variables include gender, age, education, motorcycle and car. Psychographic variables include product involvement, loyalty, reasonable price sensation, time pressure, and money pressure. Geographic variables include high level, chain and beauty salon store number near consumer’s house and the satisfaction for the beauty salon. The findings of this study illustrated three points. First, people who are of higher income group, or have motorcycle, or have higher product involvement will spend more transportation time. Second, people visit to beauty salon more often if they have higher income or visit elite level beauty salon. Third, older people change their hair style quickly than younger people. Fourth, people with younger or have higher involvement will spend less percentage of income on beauty salon. In addition, there are some special findings for out shopping consumer behaviors. First, the percentage of male population is higher where their houses are far from eastern area. Second, the percentage of young people is higher if their houses are far from eastern area. Finally, people with far from eastern area, seventy percent people decide high level beauty salon rather than chain beauty salon. This research provides some implications for marketing, including the potential of the marketplace and whom they could target. | en_US |
| dc.description.tableofcontents | 第一章 研究動機與目的 1 第一節 研究動機 1 第二節 研究目的 3 第二章 文獻探討 4 第一節 中地理論 4 第二節 商圈範圍之模型探討 8 第三節 影響腹地範圍之變數 13 第五節 涉入度 22 第六節 小結 35 第三章 研究方法 46 第一節 研究架構 46 第二節 問卷設計及前測 48 第三節 抽樣方法與統計分析 51 第四節 問卷回收與樣本結構 53 第四章 研究結果 56 第一節 敘述統計分析 56 第二節 整體假說驗證 67 第三節 高級式美髮店之假說驗證 77 第四節 連鎖式美髮店之假說驗證 85 第五節 小結 94 參考文獻 111 附錄… 118 附件一 前測問卷 118 附件二 正式問卷 121 表2.3.2 影響至外地消費傾向之變數及相關性 20 表2.5.2 IPCA量表 28 表2.5.3 PII量表 29 表2.5.4 CIP量表 30 表2.5.6 RPII 量表 31 表2.5.7 RRPII量表 33 表2.6.1 影響商圈範圍之各獨立變數及依變數 37 表3.1.1 依變數相關係數 47 表3.2.1 性別的次數分配表 49 表3.2.2 年齡的次數分配表 49 表3.4.1 問卷回收分佈 53 表3.4.2 樣本側像表 54 表4.1.1 三大類美髮店之消費者在人口統計變數上之樣本分布 57 表4.1.2 三類美髮店在交通時間的分佈情形 59 表4.1.3 三類美髮店在消費行為平均數 59 表4.1.4 三類美髮店消費者之更換髮型頻率分佈情形 60 表4.1.5 三類美髮店消費者對美髮花費比例之分佈情形 60 表4.1.6 三類型美髮店受訪者當天消費情形 61 表4.1.7 三類型美髮店受訪者當日消費金額 61 表4.1.11 變數信度表 64 表4.1.12 與交通時間相關自變數之相關係數 66 表4.2.1 整體樣本之各變數與至美髮店交通時間之迴歸模型分析 68 表4.2.2 整體樣本之各變數與至美髮店頻率之迴歸模型分析 71 表4.2.3 整體樣本各變數與更換髮型頻率之迴歸模型分析 73 表4.2.4 整體樣本各變數與消費美髮金額佔每月可支配所得比例之迴歸模型分析 75 表4.3.1 高級美髮店之各變數與至美髮店所花交通時間之關係 78 表4.3.2 高級美髮店各變數與至美髮店頻率之迴歸模型分析 80 表4.3.3 高級式美髮店各變數與更換髮型頻率之迴歸模型分析 81 表4.3.4 高級美髮店各變數與美髮支出佔可支配所得比例之迴歸模型分析 83 表4.4.1 連鎖式美髮店各變數與至美髮店交通時間之關係 86 表4.4.2 連鎖美髮店各變數與至美髮店頻率之關係 88 表4.4.3 連鎖美髮店各變數與更換髮型頻率之迴歸模型分析 90 表4.4.4 連鎖美髮店各變數與美髮支出佔可支配所得比例之迴歸模型分析 92 表4.5.1 整理依變數為交通時間之各模式 94 表4.5.2 整理依變數為至美髮店頻率之各模式 94 表4.5.3 整理依變數為更換髮型頻率之各模式 95 表4.5.4 整理依變數為美髮花費佔每月可支配所得比例之各模式 95 表5.1.1 都市級距敘述統計表 99 圖目錄 圖2.1.1 需求曲線 9 圖2.1.2 距離和需求關係 9 圖2.1.3 供應商分布狀況 6 圖2.1.4 中地理論的層級分布 7 圖2.5.1 產品重要性和其他構面之關係 25 圖2.5.2 涉入度概念之架構 27 圖3.1.1 研究架構圖 46 圖5.2.1 家庭式美髮店腹地範圍 103 圖5.2.2 家庭式美髮店腹地範圍 104 圖5.2.3 家庭式美髮店腹地範圍 105 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0943550421 | en_US |
| dc.subject (關鍵詞) | 中地理論 | zh_TW |
| dc.subject (關鍵詞) | 涉入度 | zh_TW |
| dc.subject (關鍵詞) | 人口統計變數 | zh_TW |
| dc.subject (關鍵詞) | 心理層面變數 | zh_TW |
| dc.subject (關鍵詞) | 環境變數 | zh_TW |
| dc.subject (關鍵詞) | involvement | en_US |
| dc.title (題名) | 人口統計、心理層面及市場環境對消費者所願意付出最大交通時間及消費行為之影響─以美髮店為例 | zh_TW |
| dc.title (題名) | The Effects of Demographic, Psychographic and Geographic Factors on Consumers’ Transportation and Consumption to Beauty Salon | en_US |
| dc.type (資料類型) | thesis | en |
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