臺灣 3C 實體賣場近年推出各式各樣迎合顧客消費特質的行銷活動，如：特賣會、展場女郎駐店活動等等，吸引了研究者的注意，開始思考有關 3C 賣場行銷方面的相關問題。由於過去學者的研究曾指出，消費者可以依照購物傾向分為不同族群，並可能有不同的消費表現，激貣了研究者針對臺灣連鎖 3C 實體賣場 不同購物傾向的顧客探討的興趣。首先，本研究利用問卷調查法與集群分析法，了解實體賣場的消費者能依購物傾向的同質性分為哪幾種顧客群集。接著，本研究以T檢定分析群集之間的購物傾向有何顯著差異，並進行族群之間的交叉分析。最後，本研究使用卡方分析來了解消費者是否因分屬不同的群集，而有顯著不同的消費表現(消費金額、消費頻率)，並了解他們評價賣場時最重視因素是否有顯著不同。
本研究發現，臺灣大部份的人認為賣場人員服務最重要的人寥寥無幾。另外，研究發現不論臺灣何種族群在評價賣場時最重視的因素都是商品價格，且消費頻率與金額的確會隨族群不同而有所差異。有了研究結果後，研究者接著也針對這些結果，在章節末進行了管理意涵上的討論，以提出對行銷上合理的建議與分析，以期本研究能對學術與實務上有所貢獻。

This is the study of 3C store consumers with different shopping orientations in Taiwan. The research begins with the categorization of consumers with different shopping orientations, in the use of questionnaire to collect primary data, and in the use of cluster analysis to form consumer groups for further analysis. Secondly, in addition to the study on the percentages of various consumers’ existence, the significance of difference regarding shopping orientations of different groups are analyzed by using T-test analysis. Finally, Chi-square test is used for the examination of three hypotheses posed by the author, which are to find out if different consumer groups and their contribution to sales performance are relevant.
In the findings of this research, it shows that different consumer groups and their contribution to sales performance are relevant. Besides, most people in different groups consider “price difference” to be the most important element for the evaluation of 3C stores. At the end of study, the author also discusses the importance of managerial implications as his suggestion or possible contribution to academic world and business reality.

論文審定書...........................................................i
誌謝....................................................................ii
中文摘要.............................................................iii
英文摘要.............................................................iv
目錄................................................................... v
圖次...................................................................vi
表次...................................................................vii
第一章 緒論
第一節 研究背景與動機 ...................................... 1
第二節 研究目的 ................................................ 2
第三節 研究流程 ................................................ 3
第二章 文獻探討
第一節 消費者行為 ............................................. 4
第二節 涉入理論 ................................................ 7
第三節 消費者分類 .............................................11
第四節 本研究的賣場類型 .................................. 14
第三章 研究設計
第一節 研究架構 ............................................... 16
第二節 研究變數的操作型定義 ............................ 17
第三節 研究對象與方法 ...................................... 21
第四節 研究假說 ............................................... 22
第四章 研究結果與討論
第一節 樣本人口統計變數 ................................... 23
第二節 顧客未分群前的總體消費表現 ................... 29
第三節 購物傾向的因素分析 ................................ 34
第四節 問卷量表的信度檢驗 ................................ 37
第五節 消費者分群 ............................................. 39
第六節 族群差異與消費表現的關聯性檢定 ............. 44
第五章 研究總結與建議
第一節 研究限制與未來研究方向 .......................... 57
第二節 結論與實務建議 ....................................... 58
參考文獻............................................................ 62
附錄.................................................................. 65

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