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。 / 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.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0943550421 |
| Creators | 郭曉文 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
Page generated in 0.002 seconds