近年來，零售業者開始重視享樂性購物經驗，並以增加享樂性價值最為發展策略，藉此提高於業界競爭層次(Carpenter & More, 2009)。統一超商所推行全店整合行銷成功主因也在於，提供消享樂性價值(hedonic value)以創造消費者的情感經驗，進而提升顧客的消費行為。然而，學術界中探討零售業者提供享樂性價值與消費行為關聯的研究仍十分有限。因此本研究欲以台灣連鎖便利商店的全店整合行銷活動為主題，探討消費者對提升享樂性價值活動的回應，並根據研究結果，對連鎖便利商店業者提出全店整合行銷活動的策略建議。研究結果發現，享樂性促銷知覺利益會對顧客滿意度、商店正面口碑、重複消費意願和顧客資源支出產生正面影響；相反地，實用性促銷知覺利益會產生負面影響。且研究證實，不同性別、年齡層的消費者，促銷知覺利益對顧客滿意度、商店正面口碑、重複消費意願和顧客資源支出的影響程度有顯著差異。

In recent years, retailers have evolved to offer higher levels of hedonic value in shopping experience, thereby intensifying levels of the competition within the industry. The reason for success of President Chain
Store Corporation’s integrated marketing of whole store also is hedonic value. However, academic research on consumer reactions to these efforts
is limited. This study focuses on the integrated marketing of whole store carried out by two leading convenience store in Taiwan, and investigates consumer reactions to these promotions enhancing hedonic value in shopping experience.Research results find that, hedonic benefits of sales promotion have positive relationship with customer satisfaction, word of mouth, repatronage anticipation, and resource expenditures. On the contrary, utilitarian benefits of sales promotion have negative relationship with those retail outcomes. And results show that the distinct categories of sex and age have different level of effect on the benefits of sales promotion’s relationship with customer satisfaction, word of mouth, re-patronage anticipation, and resource expenditures. According to the research findings, this study provides useful insight for the further development of marketing strategies.

論文審定書…………………………………………………i
誌謝…………………………………………………………ii
中文摘要……………………………………………………v
英文摘要……………………………………………………vi
第一章 緒論…………………………………………………1
第一節 研究背景與動機……………………………………1
第二節 論文架構……………………………………………3
第二章 文獻探討……………………………………………5
第一節 促銷與全店整合行銷………………………………5
第二節 顧客價值與利益……………………………………9
第三節 零售產出變數與顧客價值……………………… 14
第三章 研究方法………………………………………… 21
第一節 研究架構與變數衡量 ……………………………21
第二節 問卷調查法 ………………………………………32
第四章 實證分析與結果 …………………………………35
第一節 樣本結構分析 ……………………………………35
第二節 信效度分析 ………………………………………41
第三節 路徑分析 …………………………………………52
第四節 干擾變數分析 ……………………………………58
第五章 結論 ………………………………………………65
第一節 研究結果統整 ……………………………………65
第二節 提供業者關於促銷策略的建議 …………………69
第三節 研究貢獻 …………………………………………70
第四節 研究限制與建議………………………………… 71
參考文獻………………………………………………… 73
附錄A 統一超商全店整合行銷活動問卷……………… 79
附錄B 全家便利店全店整合行銷活動問卷…………… 86

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