在過去的文獻和研究中，購物動機把將顧客們分類在不同族群或類型。本研究擬採取的第一步為：研究購買動機的發展可能會影響到消費者於一般大賣場的購買意願、忠誠度和企業形象的情況。本研究所採用的樣本為228位曾經去過大賣場的大學生和研究生，並藉由層次回歸進行分析，將此研究分成四個模型，分別為控制變數、預測變數、雙向互動和三項互動。研究結果指出，根據在統計上的結果購物動機明顯能增加購買意願。然而在忠誠度及企業形象的統計結果上沒有顯著的差異，因為在全部的雙向互動變量沒有明顯變化。但忠誠度(視之為預測變數)可以獨立地影響購買動機。購物動機和忠誠度將是市場行銷策略的良好組合，因為兩者的結合可以提高顧客在零售賣場的購買意願。而未來如果有相關的研究，建議可以使用其他變量，例如商店氛圍，促銷策略或其它變量作為調節變量，以及將樣本範圍從特定族群擴展到一般大眾，這樣才是最好的樣本群。;Previous studies of shopping motivation as well as research to classify the various customers into group or types. This present study intends to take the first steps towards the development of shopping motivation may have effect on purchase intention with moderating role of loyalty program and corporate image in hypermarket format. The sample of 228 undergraduate and post graduate student where they had visited a hypermarket. Hierarchical regression was conduct to analysis that such of relationship. In this study was divided into 4 model including control variable, predictor variable, two way interaction and three way interaction. The result indicated that shopping motivation was statistically significant can increase purchase intention. Loyalty program and corporate image as not moderating variable, because the two interactions is not significant. However, loyalty program can affect independently (as predictor variable) on purchase intention. Shopping motivation and loyalty program may be the good combination of marketing strategy to increase purchase intention in retail format. In the future research, suggested using another variable such that store atmospheric, promotion strategy or other variable as moderating variable and also general public as respondent is the best sample.
