影響消費者對零售通路商店形象因素之研究—以基因演算法最佳化類神經網路模式加以驗證

The Influential Factors of Store Image in Retailing Channels for Consumers-Verifying with Genetic Algorithms Optimizing Artificial Neural Network Model

10.7047/LRR.200412.0080

林妙雀；酈芃羽

商店形象 ； 類神經網路 ； 基因演算法 ； Store image ； Artificial Neural Network ； Genetic Algorithms

運籌研究集刊

6期（2004 / 12 / 01）

80 - 97

繁體中文

觀乎過去對零售業商店形象之研究，僅針對單一業態，較缺乏不同通路之整合性探討，而本研究為瞭解影響不同零售業態之商店形象構成因素，乃建立以商品屬性、商品價格、促銷活動、賣場區位、實體設施與氣氛、顧客服務、公眾服務及購買經驗為自變數，商店形象為因變數之研究架構，並針對台灣地區百貨公司、量販店、便利商店、超市及購物中心之5大通路發放問卷。同時採用無須事先假設自變數和因變數皆為線性關係之類神經網路模式，並配合基因演算法尋找最適網路架構加以驗證，其結果發現價格水準為左右整體零售通路商店形象之最重要因素；至於影響各通路商店形象之重要因素，依序為百貨公司之實體設施與氣氛及賣場區位；量販店之賣場區位及實體設施與氣氛；便利商店之促銷活動及顧客服務；超市之實體設施與氣氣及購買經驗；購物中心之公眾服務及實體設施與氣氛。

Owing to the past studies of the store image of retailers focused on one channel instead of on integrating with different channels, this paper will try to find out the factors that influence the store image of different retailers. It will construct a framework based on product attributes, price, promotion, location, entity facilities and atmosphere, customer service, public service and purchasing experience as independent variables, and the store image as dependent variables. The study scope will expand to department stores, hypermarkets, convenient stores, supermarkets and shopping malls all over Taiwan. Meanwhile, it will also implement artificial neural network model without assuming independent and dependent variables, and then cooperate with genetic algorithms to look for the best network construction. The result finally indicates that the main influential factor of the whole retailing channel is the price standard. As to the factors that influence the store image of different channels are first, the entity facilities, atmosphere and location of the department stores; second, the location and the entity facilities and atmosphere of the hypermarkets; third, the promotion and customer service of the convenient stores; fourth, the entity facilities and atmosphere and purchasing experience of the supermarkets; and last, the public service and the entity facilities and atmosphere of the shopping malls.

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