從劇場理論探討影響消費者於量販店選購雞肉類產品之因素兼論行銷策略研擬之研究

Using Dramaturgy Model to Determine the Factors that Affect Customers Purchasing Chicken Products at Hypermarkets and to Formulate Marketing Strategies

10.30089/JAF.201206.0005

李宗儒(濬紳)(Tzong-Ru (Jiun-Shen) Lee)；陳郁雯(Yu-Wen Chen)；李宜謙(Yi-Chain Lee)；游騰至(Teng-Chih Yu)

劇場理論 ； 行銷策略 ； 灰關聯 ； Dramaturgical theory ； Marketing strategy ； Grey relational analysis

農林學報

61卷2期（2012 / 06 / 01）

169 - 184

繁體中文

雞肉在禽肉消費中長期以來都佔有重要的地位，且量販店現今已逐漸成為消費者購買雞肉產品的新通路，為成功地開拓雞肉類產品於量販店的通路，本研究藉由調查了解影響消費者在量販店內選購雞肉類產品時的關鍵因素，並依分析結果研擬行銷策略，以利未來雞肉類相關產品之銷售。本研究以劇場理論為基礎，採問卷調查法，以灰關聯法進行分析，研究結果發現影響消費者在量販店內選購雞肉類產品時的關鍵因素有6項，分別為：「環境的維護清潔」、「廁所的清潔維護」、「服務人員的親切程度」、「服務人員的耐心程度」、「是否不必忍受人擠人的情況」與「結帳速度」。因此，透過強化「服務接觸」與進駐「商店形象」良好的量販店等兩項行銷策略，以強化、改善上述6項關鍵的影響因素。

Chicken plays an important role in the consumption of poultry for a long time. Hypermarkets have become a critical channel for customers to buy chicken products now. In order to successfully expand the channel of chicken products at hypermarkets, we need to find the critical factors which affect customers purchasing chicken products at hypermarket through questionnaire survey. Then to formulate the marketing strategies based on the survey result. We hope this study will help in selling chicken products in the future.Based on Dramaturgical theory, this research is conducted by questionnaires and then analyzed by Grey Relation Analysis. The results indicate six critical factors that affect customers purchasing chicken products at hypermarkets: ”The sanitary environment”, ”The cleanness of toilet”, ”The friendliness of the service employees”, ”The patience of the service employees”, ”The space side of the hypermarkets” and ”The speed of check-out”. Therefore, we develop two strategies: enhance ”Service encounter” and introduce hypermarkets with positive ”Store image”. We hope through the two strategies can strengthen and improve the six critical factors above.

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