第一章 緒論 第一節 研究動機與目的 第二節 研究架構 第三節 研究方法與限制 第二章 連鎖經營之理論與現況 第一節 源起 第二節 歐美連鎖店之經營現況 第三節 規模經濟與顧客利益 第四節 營運策略與顧客利益 第五節 整合程度與顧客利益 第六節 我國連鎖經營之現況 第三章 實證研究：不同產業之顧客利益 第一節 小型超級商店之顧客利益比較 第二節 食品罐頭店之顧客利益比較 第三節 眼鏡店之顧客利益比較 第四節 冰飲店之顧客利益比較 第五節 照片沖印店之顧客利益比較 第四章 實證研究：連鎖經營整體之顧客利益 第一節 連鎖商店之整體印象比較 第二節 連鎖商店之顧客利益與重要程度 第三節 連鎖商店之目標市場與適用行業 第五章 結論與建議 第一節 結論 第二節 建議

隨著數位化科技發展迅速，導致數位化產品快速在市場上崛起，加上國人生 活水準提高，對生活品質也越加重視，因此許多科技大廠紛紛快速推出新穎的產品吸引消費大眾，造成市場激烈的競爭，由於商機龐大伴隨而來的則是3C 通路業的競爭。台灣3C 連鎖通路的興起，產業結構已由末端零售通路取代產品供應商主導市場，越來越多人認為掌握通路便能掌握市場，這使新加入的3C 通路業者紛紛以連鎖店的形態出現，試圖擴展企業版圖與市場佔有率，加上顧客導向的時代來臨，消費者的購買力增加，在選購產品的同時，已不再只單一考慮產品品質因素，因此3C 通路業者必須更進一步了解消費者的購買決策，提高服務品質並創造顧客的滿意度，進而讓顧客產生忠誠度，才能提高競爭力在市場中勝出。 本研究探討3C 消費者「購買決策」、「知覺服務品質」、「滿意度」及「忠誠度」之關係及影響因素並以全國電子為例，回收有效問卷320 份，運用敘述性統計、因素分析、變異數分析、信度分析、T 檢定及迴歸分析，將資料進行統計分析獲得假設驗證。 研究結果如下： 一、消費者「購買決策」與「顧客滿意度」具有顯著相關性。 二、消費者「購買決策」與「顧客忠誠度」具有顯著相關性。 三、「服務品質」與「顧客滿意度」具有顯著相關性。 四、「服務品質」與「顧客忠誠度」具有顯著相關性。 五、「顧客滿意度」與「顧客忠誠度」具有顯著相關性。 六、不同人口統計變數在消費者「購買決策」具有顯著差異性。 七、不同人口統計變數在「服務品質」具有顯著差異性。 八、不同人口統計變數在「顧客滿意度」具有顯著差異性。 九、不同人口統計變數在「顧客忠誠度」具有顯著差異性。 / The rapid development of digital technologies has accelerated release of digital products in the market. With the improvement in living standards, domestic people are paying more attention to their living quality. Many high-tech manufacturers are thus dedicated to developing new and innovative products to satisfy consumer demands, resulting in an increase of competition in the 3C industry. The structure of the 3C industry has also changed with the rise of 3C chain stores. Retail stores which used to be at the end of the supply chain have gradually taken the place of suppliers to dominate the market. Believing that dominating channels means dominating the market, many 3C retailers have been established in the form of chain stores to expand their business and market share. In this customer-oriented era, consumers have greater purchase power and no longer consider one single factor in the choice of products. Therefore, 3C chain stores need to understand consumers’ purchase decision, so as to effectively enhance their service quality, create customer satisfaction, induce customer loyalty, and remain competitive in the market. This study investigated the relationships of “purchase decision”, “perceived service quality”, “customer satisfaction”, and “customer loyalty” among 3C consumers. The research sample comprised of 320 valid responses from consumers of E-Life Mall. These responses were analyzed using descriptive statistics, factor analysis, analysis of variance, reliability test, t-test, and regression analysis to test the proposed hypotheses. The research results are as follows: 1. A significant relationship exists between “purchase decision” and “customer satisfaction”. 2. A significant relationship exists between “purchase decision” and “customer loyalty”. 3. A significant relationship exists between “service quality” and “customer satisfaction”. 4. A significant relationship exists between “service quality” and “customer loyalty”. 5. A significant relationship exists between “customer satisfaction” and “customer loyalty”. 6. Consumers with different demographic variables have significantly different “purchase decisions”. 7. Consumers with different demographic variables have significantly different perceptions of “service quality”. 8. Consumers with different demographic variables show significantly different levels “customer satisfaction”. 9. Consumers with different demographic variables show significantly different levels “customer loyalty”.

本論文主要是在agent-based計算經濟體系下，利用Holland(1975)所提的遺傳演算法(genetic algorithms)作為計算工具，分別探討連鎖店賽局及寡占市場廠商價格策略的生態演化。 在連鎖店賽局的研究中，藉由agent-based計算經濟分析掠奪性定價的特性，並進一步探討參賽者價格策略的共演化(co-evolutionary)特性，及多元均衡賽局中均衡移轉的動態過程。針對賽局中不同的不確定性進行模擬，結果顯示廠商長期總合行為是否穩定，和賽局中的不確定程度有相當的關聯。另外，弱獨占者和潛在競爭者的價格策略存在著共演化特性。在此演化賽局中，Nash均衡雖非穩定均衡解，但卻最常浮現在長期總合行為中。因此，Nsah均衡對agent-based演化賽局的結果而言，相當具有參考價值。在特定的不確定程度下，長期總合行為似乎只在某些特定的Nash均衡中徘徊。這些移轉途徑並不具有對稱性，甚至移轉速度也非對稱。本研究所呈現的演化結果跳脫一般對均衡的觀念，展現出傳統理論所無法預知的共演化特性，並呈現出非對稱的吸引環。 此外，同樣在Agent-based計算經濟下探討寡占市場廠商策略生態。本研究首先闡明N參賽者囚犯兩難重複賽局和N廠商寡占賽局之間的異同，經由寡占賽局廠商償付矩陣(payoff matrix)的狀態相依馬可夫移轉矩陣( state-dependent Markov transition matrix)性質，說明N廠商寡占賽局和N參賽者囚犯兩難重複賽局的差異。其次，透過三家廠商寡占賽局的模擬實驗，以遺傳演算法建構參賽廠商的適應性行為，分別以寡占市場生態上的表現型(phenotypes)和基因型(genotype)進行分析。20次模擬結果所呈現的最終市場狀態相當分歧，有形成吸引環的三廠商寡占市場、有收斂到價格戰的三廠商寡占市場。另外也成功的模擬出三廠商寡占市場演化至雙佔市場、甚或獨占市場的過程。但是，在眾多模擬中並沒有發現持續的勾結定價狀態，反而掠奪性價格是較主要的價格策略。這些結果相對於實際經濟社會中的寡占市場，給予一個活潑生動的範例。 / Recently, genetic algorithms have been extensively applied to modeling evolution game in agent-based computational economic.　While these applications advance our understanding of evolution game, they have generated some new phenomena that have not been well treated in conventional game theory. In the first topic, we shall systemize the study of one of these new phenomena, namely, coevolutionary instability. We exemplify the basic properties of coevolutionary instability by the chain store game, which is the game frequently used to study the role of reputation effects in economics.　In addition, we point out that, while, due to uncertainty effects, Nash equilibria can no longer be stable, and they can still help us predict the dynamic process of the game.　In particular, we can see that the dynamic process of the game is well captured by a few Nash equilibria and the transition among them.　A careful study can uncover several interesting patterns and we show the impact of uncertainty on these patterns. In the second topic, the relation between the N-person IPD game and the N-person oligopoly game is rigorously addressed.　Our analytical framework shows that due to the path-dependence of the payoff matrix of the oligopoly game, the two games in general are not close in spirit.　We then further explore the significance of the path-dependence property to the rich ecology of oligopoly from an evolutionary perspective.　More precisely, we simulated the evolution of a 3-person oligopoly game, and showed that the rich ecology of oligopoly can be exhibited by modeling the adaptive behavior of oligopolists with genetic algorithms.　The emergent behavior of oligopolists are presented and analyzed.　We indicate how the path-dependence nature may shed light on the phenotypes and genotypes coming into existence.