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姓名	瑞瑪蒂(Rahmawati)  查詢紙本館藏	畢業系所	企業管理學系
論文名稱	(Shopping Motivation on Purchase intention: Can Loyalty Program and Corporate Image Enhance Such Relationship?)
相關論文	★ 創造力與創業精神-探索創業動機 與創業環境之調節 ★ 工作壓力源、人格特質與工作滿意度之關係—以在職進修者為例 ★ 企業社會責任對求職者應徵意圖之影響： 以組織人才吸引力與企業聲望為中介 ★ 人力資源彈性策略和組織創新相關性之研究：論適應型文化調節適應能力及知識整合之中介效果 ★ 個人靈性與人生滿意度-探討人格特質之中介 ★ 購買動機與便利商店集點行為之研究 ★ 五大與九型人格對工作績效、組織公民行為及工作滿意度的影響 ★ 體育賽事觀賽體驗與球隊吉祥物品牌個性 對職業球隊品牌權益之關聯－以MLB為例 ★ 學習成效、組織承諾對留職意願之影響： ★ 消費者特徵與購物意願： 探討網站與商品特性之中介 ★ 資訊來源之信任與品質對於購買傾向之影響 ★ 享樂購物動機與衝動購買： 探討購後後悔之影響與因應行為 ★ 產品包裝設計與化妝品之購買意圖： 探討生活型態與消費者認知之中介 ★ 信任與價值觀一致性對 轉型領導與適應性績效關係之中介 ★ 品牌信任受價值知覺與服務品質之影響： 以旅館顧客滿意度為中介 ★ 組織承諾、組織公民行為與適應性績效關係之研究
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摘要(中)	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。
摘要(英)	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.
關鍵字(中)	★ 購物動機 ★ 購買意願 ★ 忠誠度 ★ 企業形象	關鍵字(英)	★ Shopping motivation ★ purchase intention ★ loyalty program ★ corporate image
論文目次	摘要 ....................................................................................................................... iii Abstract ................................................................................................................... iv Acknowledgements ................................................................................................ v Table of Content ..................................................................................................... vi List of Figure .......................................................................................................... viii List of Table ........................................................................................................... ix Chapter 1: Introduction ........................................................................................... 1 Introduction ...................................................................................................... 1 Chapter 2: Literature review ................................................................................... 4 2.1 Purchase Intention .................................................................................... 4 2.2 Shopping Motivation ................................................................................ 6 2.3 Loyalty Program. ...................................................................................... 11 2.4 Corporate Image ....................................................................................... 15 2.5 Research Framework ................................................................................ 19 Chapter 3: Method .................................................................................................. 20 3.1 Sample….. ................................................................................................ 20 3.2 Research Instrument ................................................................................. 20 3.3 Step of Research ....................................................................................... 26 3.4 Research Design ....................................................................................... 28 Chapter 4: Result.................................................................................................... 29 4.1 Descriptive Statistic…………..................................................................29 4.2 Respondent Characteristic ........................................................................ 30 4.3 Correlation ................................................................................................ 31 4.4 Hierarchical Regression ........................................................................... 32 vii Chapter 5: Discussion ............................................................................................. 40 5.1 The Summary of Research Result ............................................................ 40 5.2 Shopping Motivation on Purchase Intention ............................................ 40 5.3 Moderating Effect..................................................................................... 42 5.4 Managerial Implication ............................................................................ 44 5.5 Limitations of Research............................................................................ 44 5.6 Conclusion ................................................................................................ 45 References .............................................................................................................. 47 Appendix ................................................................................................................ 61
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指導教授	杜秉叡	審核日期	2014-7-15
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