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| 論文名稱 | 消费者进口品偏好对跨国企业COSTCO商店印象管理绩效之影响研究-台湾地区与南韩的比较 |
| 發表日期 | 2012-08-26 |
| 論文收錄分類 | 其他 |
| 所有作者 | 蔡正飞、张琼文、古蕥榕、 黄薇勋、徐欣薇 |
| 作者順序 | 第一作者 |
| 通訊作者 | 是 |
| 刊物名稱 | 经济管理 |
| 發表卷數 | 34(z1) |
| 是否具有審稿制度 | 是 |
| 發表期數 | |
| 期刊或學報出版地國別/地區 | NATTWN-中華民國 |
| 發表年份 | 2012 |
| 發表月份 | 8 |
| 發表形式 | 紙本 |
| 所屬計劃案 | 無 |
| 可公開文檔 |
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| 可公開文檔 |
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| 可公開文檔 | |
| 附件 |
Costco商店印象__经济管理_2012(含期刊目錄).pdf
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[摘要] :
量贩店是现代消费者重要的购物场所之一，经快速成长后近年来市场饱和竞争激烈，而美式风格的Costco非但不衰退反而继续成长独占鳌头。为什么Costco的绩效这么好? 本研究首度以商店印象管理与消费者的进口品偏好心里来探讨，并以台湾地区与南韩的消费者为样本来做实证研究比较。结果发现，Costco在两国的商店印象管理确实能提升顾客满意度，同时，消费者进口品偏好心里也会增强此关系。但是两国在店面管理的次构面上还是有所差异。这些研究发现除了对相关领域的研究有所帮助之外，亦可做为跨国企业和量贩店业者改善其商店印象管理的參考。
[英文摘要] :
Nowadays, wholesale store is one of popular shopping place for consumers. It grew rapidly but matured in recent years. In this cutthroat competition market, American style Costco not only keeps growing but also as the unique leader. Why Costco can have that outstanding performance? This pioneer study employs the theoretical concept of store image management and customer preference for foreign goods to empirically examine. Customers from Taiwan and South Korean are the comparative samples. The results demonstrates that in these two countries Costco’s whole store image management indeed can significantly increase customer satisfaction, and customer preference for foreign goods can significantly enhance this effect. But some differences were found in respective aspect of store image management. These findings of contribute to international marketing related research, also provide MNCs reference to their marketing strategy.
