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題名:多重商店環境線索對知覺價值影響之跨文化觀點:咖啡連鎖店的消費者驗證分析
書刊名:管理實務與理論研究
作者:廖啟順黃志文黃庭翊
作者(外文):Liao, Chi-shunHuang, Chih-wenHuang, Ting-yi
出版日期:2010
卷期:4:3
頁次:頁23-38
主題關鍵詞:咖啡連鎖店多重商店環境線索知覺價值Coffee chain storesMultiple store environment cuesPerceived value
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(2) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:41
  • 點閱點閱:35
本文運用跨文化比較來分析多重商店環境線索與知覺價值關係,基於觀念性架構提出四個假說。本研究目的爲了解跨文化商店環境之相關價值屬性,樣本收集乃針對生活在臺灣及美國消費者。驗證結果顯示,商店便利乾淨顯著正向影響消費者知覺價值,商店氣氛與消費者知覺價值有正向顯著關係。這結果說明行銷線索之影響是可以跨越文化;本研究檢視商店環境線索之行銷策略管理意涵,同時也提供建言如何能成功進行跨文化交易。
This article employs cross-cultural comparison to analyze the relationship of multiple store environment cues to perceived value. Based on a conceptual framework composed of four hypotheses, this study aims to aid cross-cultural understanding of store environment-related value attributes. Samples have been collected from customers living in Taiwan and United States. Analysis of this evidence indicates that store convenience/cleanness has a significant and positive effect upon perceived value. In addition, store atmosphere is also positively related to perceived value. The results suggest that the influence of marketing cues may vary across cultures. The study examines managerial implications for marketing strategies of store environment cue, as well as provides recommendations on how to succeed in cross-cultural transactions.
期刊論文
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