[[alternative]]A STUDY OF CONSUMERS' SATISFACTION LEVEL AND MARKETING STRATEGIES OF CHAIN BOOKSTORES IN TAICHUNG CITY--USING NOBEL BOOKSTORES AS AN EXAMPLE

[[abstract]] 隨著台中市的高度開發發展以及交易活動的與日俱增，消費者經常面臨著購買選擇的決策方面問題，例如預算多寡、品牌選擇、品牌偏好、商店的選擇等等，因此了解整個消費者的購買行為，是連鎖書店行銷活動中最基本、亦為最主要的工作。 本研究探討連鎖書店之消費者滿意度及行銷策略之研究。研究範圍以台中市為主，且主要針對較少人注意的諾貝爾書店作為消費者觀察指標。分別以人口統計變數、基本購書型態、書店屬性知覺等作為獨立變數，藉以探討消費者購買動機、對連鎖書店的態度－重要度以及滿意度之間的關聯。再以EKB模式觀點，試圖瞭解消費者購買行為，以找出不同的因素彼此間的差異，提供諾貝爾書店業者在制定管理與行銷策略時之參考建議。 本研究以結構式問卷調查法，收集有效樣本177份。在分析方法上，以單因子變異數分析等統計方法，對蒐集之樣本資料進行分析。 本研究結果發現：1. 在『性別』上，女性通常在購物前會思考較多問題，對於產品的品質要求相對地也會提高許多，無論是書的包裝、品質、價格等等，都會要求很高，自己購買到的東西總要是最好、最完美的，這觀念在女性心中根深蒂固已久。2.不論在任何年齡層，都渴望購物地點的便利性，例如停車地點的便利性、可使用信用卡、加長營業時間、代訂書籍等等，尤其又以30~39歲的中年人對於購物地點便利性之渴望最為強烈。30~39歲的中年人平時忙於工作，較少時間可逛書店，當他們一有空閒時間可逛逛書店時，不會因為要找停車位而浪費掉了。3.諾貝爾書店之台中旗艦店為台中市空間規劃舒適、寬敞的連鎖型書店，在裡面常常可看到許多顧客在裡面靜靜翻著書，舒適、高雅的環境讓這些自恃追求完美品質的讀者可自由自在的悠遊於其中，細細品嚐書中的樂趣。故此種新型態的連鎖型書店在讀者們的眼中，實為另一不錯的休閒空間選擇。 [[abstract]] To keep abreast of the high level of community developments and the rapid increment of trading activities in Taichung City, consumers are constantly facing decision-making problems of various purchasing options such as budget allowance, brand selection, brand preference and store choice. Therefore, the understanding of customers’ entire consuming behavior is the very basic as well as the single major task among numerous marketing activities of a chain bookstore. This study explores the research of the consumers’ satisfactory level and the marketing strategy of a chain bookstore. The area of research is centered in Taichung City and targeted at the less-known Nobel Bookstore as the consumer observation index. The study uses demographic variables, basic book purchasing groups and bookstore attributes as independent variables respectively, in order to explore consumers’ purchasing motivation, attitude towards chain bookstores and the relationship between the level of importance and the level of satisfaction. The study further uses the view point of EKB model in the attempt to understand consumers’ book purchasing behavior in order to find out the diversities among different factors, so as to provide consulting suggestions for the service providers of Nobel Bookstore at the moment of making up their managerial and marketing strategies. This study utilizes the method of structured questionnaires to collect 177 effective samples. In the analysis methodology, the study uses the statistical methods such as One-way ANOVA in analyzing the collected sample data. The results of this study suggest the following findings:1.With respect to “gender”, female customers usually would spend time contemplating more questions prior to purchasing. Accordingly, their requirements as to the quality of products would be raised much higher such as in the areas of book cover, quality and price. The sense of purchasing the best and perfect goods for herself has long been rooted in a female’s heart.2.Regardless of any age group, customers are all eager to take advantage of the convenience of the purchasing location such as the convenience of parking, the usability of credit cards, the store hour extension and the book preordering. Middle-age customers in the age group of 30-39 especially are most eager to take advantage of the convenience of parking. They are always busy at work and have little time for strolling the bookstore. Once they have time to do so, they would not want to spend their valuable time looking for a street parking spot.3.Taichung flagship outlet of Nobel Bookstore is a well-designed cozy and spacious chain bookstore in Taichung City, in which many customers are often seen browsing books in tranquility. The cozy and lofty environment enables these self-esteemed perfect quality pursuers to swaying freely inside and savoring leisurely the enjoyment of the book. Therefore, this new type of chain bookstores is, in the readers’ eyes, yet indeed another alternative of recreational where abouts.