A Study of Relationships between Travel Cost and Shopping Behavior

[[abstract]]消費者外出購物時，可能因旅程成本而影響消費者的購買行為。若商店的距離越遠，旅程時間也越長，會造成時間上的浪費，交通運具的選擇也會隨著距離或購買商品的不同而不同。先前的研究大多將時間、距離等旅程成本應用在商店選擇的研究上，較少以購買行為為主軸做探討，因此本研究主要探討旅程成本與購買行為之關係，及探討旅程成本是否影響消費者預期購買金額與實際購金額之間的差異程度。 本研究主要的研究對象為寵物飼主，有許多寵物飼主將寵物視為自己的小孩般溺愛，寵物市場的商機不容忽視，而在旅程時間與距離所產生的成本負擔下，寵物飼主是否因為旅程成本的負擔而對其購買金額及頻率造成影響，是本研究欲探討的核心問題。 研究結果顯示，旅程時間與購買金額有正向的線性關係，旅程時間越長，購買金額越高，而距離與交通運具選擇對購買金額無顯著的關係存在，另外旅程時間、距離等成本對購買頻率亦無顯著的關係存在。另外發現，距離遠近會影響預期金額與實際購買金額的差異；距離越近，實際金額大於預期金額，但隨者距離越遠，實際金額會小於預計金額，但若商店距離過遠，消費者的實際購買金額卻略高於預期購買金額，推估可能是距離較遠，會使消費者有「一次購足」的心理，造成實際購買金額略高於預期金額。[[abstract]]When consumers go shopping the travel cost may affect their shopping behavior If the store is farther away from the consumer’s departure points the travel time is longer which may cause the waste of time Most of previous studies have applied travel cost to the study of store choice instead of examining shopping behavior The purpose of this paper is to explore the relationships between travel cost and shopping behavior and to explore whether travel cost influence the difference between the budget and actual spending The respondents of this study were pet owners many pet owners view their pets as their children so that the importance of pet market can not be ignored This paper is trying to explore whether shopping amount and frequency are influenced by the subjective perception of travel cost The empirical findings indicate that there is a positive linear relationship between travel time and shopping amount the longer the travel time the higher the shopping amount There are no relationships among distance the means of transportation and shopping amount and there are no relationships between travel cost and shopping frequency In addition we found out that distance can influence the difference between the budget and actual spending When the store is perceived to be nearer actual spending are much more than the budget On the other hand if the store is farther away actual spending are less than the budge