消費者7-SELECT商品之購買涉入、品牌形象與購買行為研究

Abstract

The research focus on the relationship between consumers’ purchasing involvement, brand image , and purchasing behavior of 7-SELECT’s merchandises. We are also concerned with the impact of personal and family characteristics variables on purchasing involvement. Focusing on the people who are more than eighteen years old and they know the brand of 7-SELECT in Taipei, Taichung and Kaohsiung as the object of research and based on questionnaires. There are collected 394 effective responses of questionnaires. Consumer’s purchasing involvement on 7-SELECT’s overall average points is 3.44, indicating that purchasing involvement of 7-SELECT is between “ ordinary ” and “ agree ”. This is regarded as the medium involvement. From ” exploring of the commodity-related information” and “ comparising and selecting of the commodity to buy”, we found that comparising and selecting of the commodity to buy average point is bigger than exploring of the commodity-related information in paired samples T-test analysis .On the other hand, the respective variable to purchase involvement in multiple regression analysis showed that the respondents owning monthly average household income is 30000 dollars or less, purchasing involvement is higher. The respondents live with the other family number being one or less, and the respondents’ ages is from 25 to 39 years old, their purchasing involvement is lower. Consumers’ image on 7-SELECT’s overall average points is 3.6, indicating that the image of 7-SELECT is between “ ordinary ” and “ strongly agree ”. From “ functional image” and “ symbolic image” we found that symbolic image’s average point is bigger than functional image in paired samples T-Test analysis. From the other hand, purchasing involvement to brand image in multiple regression analysis showed that when respondents are more concerned about exploring of the commodity-related information, impact of the brand image and its two parts are more stronger. Drinks and snacks are the most popular merchandises in the consumers’ purchasing behavior, and the purchasing amount is from o to 100 dollars. Furthermore, one time three days and one time a week are the main purchasing frequency. The convenient location is the main reason for consumers to choose 7-SELECT’s merchandises. The future purchasing condition showed that consumers will continue to buy 7-SELECT’s merchandises. The logic regression analysis of purchasing amount and frequency also showed that future’s purchasing condition, respondents focus on exploring of the commodity-related information, its purchasing amount and frequency, future’s purchasing intention will increase. When respondents focus on comparising and selecting of the commodity to buy, purchasing frequency reduced. The stronger the symbolic image, the more purchasing frequency and intention.