台灣3C零售產業競爭日益激烈，如何爭取顧客持續地惠顧，是業者獲取營收的重要關鍵。近年來，有許多研究指出知覺價值是影響顧客再惠顧意願的重要因素；然而國內3C零售領域之相關研究卻少有這方面的探討。因此，本研究透過零售相關文獻的回顧，建構出包含「商店印象屬性」（商品、價格、服務、實體環境、位置便利性、廣告促銷）、「知覺價值」與顧客「再惠顧意願」之研究模型，並於「直營式」與「招商式」兩種不同類型的3C零售賣場進行實證分析與比較。

研究以獨立樣本t檢定、結構方程模式（SEM）、卡方差異檢定等統計方法，進行假設檢定，結果顯示：
1. 直營式與招商式3C賣場之消費者，對「位置便利性」認知無顯著差異；其餘商店印象屬性，招商式皆顯著高於直營式3C賣場。
2. 招商式3C賣場之「價格」、「服務」、「位置便利性」對其顧客知覺價值有顯著影響，且「知覺價值」對「再惠顧意願」有顯著影響。其中知覺價值在價格、服務與再惠顧意願間具有部份中介效果，在位置便利性與再惠顧意願間則為完全中介。
3. 直營式3C賣場之「服務」、「位置便利性」、「廣告促銷」對其顧客之知覺價值有顯著影響，且「知覺價值」對「再惠顧意願」有顯著影響。其中知覺價值在服務與再惠顧意願間具有部份中介效果，在位置便利性、廣告促銷與再惠顧意願間則為完全中介。

透過實證研究結果發現，不同3C賣場類型的消費者，在商店印象屬性認知上存在差異。使業者能真實地了解消費者對他們的觀感，進而填補業者與消費者間的認知差距。對於不同類型的賣場而言，亦可得知競爭者在市場上所呈現的定位為何，進而擬定權變之競爭策略。同時明白哪些因素才會對其顧客的知覺價值產生影響，以將往後的資源著重在具有實質影響力的因素上，藉以提升顧客知覺價值，刺激再惠顧意願。

As the number of 3C（Computer, Communication, Consumer Electronics）chain mall is increasing in Taiwan, the competition within market industry is more and more violent. How to achieve customers’ repatronage is the key to ensure future profits of a business. In recent years, many researches find that perceived value is an important antecedent to customer repatronage intentions. However there have been few studies about this aspect to date in Taiwan 3C retail industry. Hence, this study develops a model including store image attributes, perceived value and repatronage intentions then empirically examines these relationships across different 3C store formats that exist in Taiwan（wholly owned 3C chain mall and shop-rented 3C chain mall）.

The results reveal that:
1. Five of the store image attributes of customers’ perceptions are different between two types of 3C Chain Malls.
2. In shop-rented 3C chain mall model, price, service and location convenience have a significant effect on customers perceived value.
3. In wholly owned 3C chain mall model, service, location convenience and promotions have a significant effect on customers perceived value.
4. Perceived value was found to be an important antecedent to customer repatronage intentions in both types of 3C chain mall model.
5. The mediation effect of perceived value between store image attributes and repatronage intentions was also examined and found differences.

According to these findings, this research provides some practical suggestions and enhances our understanding of the way in which consumer evaluations motivate repatronage in different retail store environments.

一、網站：
1. 資策會FIND研究組（2001/8/16），「我國流通業電子化現況與展望(一)--3C 產業」，http://www.find.org.tw/find/home.aspx?page=trend&id=1173
2. 經濟部統計處（2007/3/29），「民國 96年1月，批發、零售及餐飲業動態調查」，http://2k3dmz2.moea.gov.tw/GNWEB/news/news22.aspx?id=105
3. 行政院主計處
http://www.dgbas.gov.tw/mp.asp?mp=1
4. 美國行銷協會（American Marketing Association），http://www.marketingpower.com/mg-dictionary-view2646.php
5. 日盛銀行http://www2.jihsun.com.tw/info/infoContent.asp?CategoryID=501&ContentID=71
6. NOVA資訊廣場
http://www.nova.net.tw/shop/store_map.php?mall_no=9
7. 燦坤實業
http://www.tkec.com.tw/tkec/index.jsp
8. 東方線上
http://www.isurvey.com.tw/

二、中文文獻：
1. 台經院產經資料庫（2006/6），「家庭電器批發零售業基本資料」
2. 台經院產經資料庫（2007/1），「電腦及周邊設備、軟體批發零售業之現況與未來展望—2006年第四季」
3. 台灣連鎖暨加盟協會（2004），「連鎖店年鑑2003」
4. 朱賢駿（2004），「大台北地區3C零售業消費場所特徵分析－顧客忠誠度分析」，國立台灣科技大學企業管理系，碩士論文
5. 何雍慶、張威龍、林泰安（2005），「價格、保證與商店形象對知覺價值與購買意願之影響」，創新與管理，第二卷第一期
6. 余民寧（2006），「潛在變項模式SIMPLIS的應用」，台北：高等教育
7. 呂振溢（2004），「3C連鎖店顧客忠誠度之研究─以台中市商店為例」，國立中興大學應用經濟學研究所，碩士論文
8. 邢姍姍（2005），「產品稀少性與消費者初始態度對知覺價值的影響」，國立臺灣科技大學企業管理系，博士論文
9. 周嫦娥、邱方正、陳雯雅、傅楷智（2003），「2003流通產業調查報告」，經濟部商業司
10. 張雅蓉（2002），「顧客知覺價值與忠誠度之研究」，國立台灣科技大學企業管理系，碩士論文
11. 陳雯雅（2004），「微利時代下3C產品零售業的生存之道」，台灣經濟研究月刊，第27卷第3期
12. 傅峰林（2002），「招商式大型數位化產品賣場之關鍵成功因素探討分析--以NOVA資訊廣場為例」，國立台灣科技大學管理研究所，碩士論文
13. 楊宗哲（2002），「直營式與招商式3C連鎖賣場消費者賣場印象之比較研究」，國立交通大學經營管理研究所，碩士論文
14. 資訊工業策進會（2006/11），「95年度電子商務法制及基礎環境建構計畫—B2B電子商務概況調查」
15. 趙盈傑（1998），「3C 連鎖體系經營策略之分析」，淡江大學管理科學研究所，碩士論文
16. 盧希鵬（2005），「網路行銷：電子化經營策略」，台北：雙葉書郎
17. 邱浩政（2003），「結構方成模式LISREL的理論、技術與應用」，台北：雙葉書廊
三、英文文獻：
1. Aaker, D. A., ( 1996 ), “Measuring Brand Equity Across Products and Markets”, California Management Review, Berkeley,Vol.38, pp.102-120.
2. Anderson, J. C. & D. W. Gerbing, (1988), “Structural equation modeling in practice: A review and recommended two-step approach”, Psychological Bulletin, 103 (3 ),pp.411-423 .
3. Arnold, S. J., Tae, H. O. & Tigert, D. J. (1983), “Determining attributes in retail patronage: seasonal, temporal, regional, and international comparisons”, Journal of Marketing Research, Vol. 20 No. 2, pp. 149-157
4. Assael, H. (2004), Consumer Behavior: A Strategic Approach, Houghton Mifflin Co., Boston, MA
5. Babin BJ, Darden WR, Griffin M.（1994）,”Work and/or fun:measuring hedonic and utilitarian shopping value”.Journal of Consumer Research, 26(4) ,pp.644-656.
6. Bagozzi, R.P. and Y. Yi.（1988）, “On the Evaluation of Structural Equation Models.” Journal of the Academy of Marketing Science, 16 ,pp.74-94.
7. Baker, J., Parasuraman, A., Grewal ,D. & Voss, G.B.（2002）,”The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions”, Journal of Marketing, Vol.66, No.2,pp.120-141
8. Baron & Kenny (1986), “The moderator-mediator variable distiniction in social psychological research; conceptual, strategic, and statistical considerations.” Journal of Personality and Socail Psychology. 51, pp.1173-1182.
9. Berry, L.L, Yadav, M.S (1996), “Capture and communicate value in the pricing of services”, Sloan Management Review, pp.41-51
10. Birtwistle, G., Clarke, I. and Freathy, P.（1999）,”Store image in the UK fashion sector: consumer versus retailer perceptions”, The International Review of Retail, Distribution and Consumer Research 9:1 Jan ,pp.1-16
11. Blackwell, S.A., Szeinbach, S.L., Barnes J.H., Garner, D.W. and Bush, V. (1999) “The Antecedents of Customer Loyalty: An Empirical Investigation of the Role of Personal and Situational Aspects on Repurchase Decisions”, Journal of Services Research, Vol. 1, No.4, pp.362-375
12. Blattberg, R. C. & Neslin, S.A. ( 1990 ), “Sales Promotion:Concepts, Methods, and Strategies”, Englewood Cliffs, NJ: Prentice Hall

13. Bloemer, J., & Ruyter, K. D. (1998),” On the relationship between store image, store satisfaction and store loyalty.” European Journal of Marketing, 32(5/6), pp.499-513.
14. Brady, M.K. & Cronin, J.J（2001）,”Customer Orientation: Effects on Customer Service Perceptions and Outcome Behaviors”,Journal of Service Research, 3(3),pp.241-251
15. Burt, S. & Carralero-Encinas, J. (2000), “The role of store image in retail internationalization”, International Marketing Review, Vol. 17 No.4/5,pp.433-53
16. Buzzell, R. & Gale, B. (1987), The PIMS Principles, The Free Press, New York, NY.
17. Campbell, M. C. (1999) ,”Perceptions of price unfairness: antecedents and consequences”, Journal of Marketing Research, 36(May), pp. 187-199
18. Cardozo, R. (1974), “How images vary by product class,” Journal of Retailing, 50(4), pp. 85-98
19. Chapman, J. & Wahlers, R.（1999）,”A revision and empirical test of the extended price-perceived quality model”,Journal of Marketing Theory and Practice ,7,3, pp: 53-64.
20. Chin, W. W., & P. Todd, (1995 ), “On the use, usefulness, and ease of use of structural equation modeling in MIS research: a note of caution”, MIS Quarterly, 19(2),pp.237- 246.
21. Choi, K.S., Cho, W.H. , Lee, S., Lee, H., Kim, C.（2004）,”The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study”, Journal of Business Research,57,pp. 913-921
22. Craig, S., A. Ghosh & S. McLafferty (1984), “Models of retail location process: a review,” Journal of Retailing, 60 (1),pp.5-36.
23. Cronin, J.J., Brady, M.K., Hult, G..T.M.（2000）,”Assessing the effects of quality,value, and customer satisfaction on consumer behavioral intentions in service environments”,Journal of Retailing, 76,pp.193-218
24. Dabholkar, P.A., Thorpe, D.I., Rentz, J.（1996）,”A measure of service quality for retail stores: Scale development and validation”, Journal of the Academy of Marketing Science,24(Winter),pp.3-16
25. Darian, J., Wiman, A., Tucci, L.（2005）,”Retail patronage intentions: the relative importance of perceived prices and salesperson service attributes”, Journal of Retailing and Consumer Services ,12,pp.15-23
26. Dellaert, Arentze, T.A., Bierlaire, M., Borgers, Timmermans (1998), “Investigating consumers’ tendency to combine multiple shopping purposes and destinations,” Journal of Marketing Research, 35 (2),pp. 177-188.
27. Devlin, D., Birtwistle, G. & Macedo, N.（2003）, “Food retail positioning strategy: A means-end chain analysis”, British Food Journal; 2003; vol.105,No.9;pp. 653-670
28. Ding, L., Velicer, W. & L. Harlow, (1995), “Effect of estimation methods, number of indicators per factor and improper solutions on structural equation modeling fit indices”, Structural Equation Modeling, 2,pp.119-143 .
29. Dodds, W.B., Monroe, K.B., Grewal, D.（1991）,”Effects of Price, Brand, and Store Information on Buyers' Product Evaluations”, Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319
30. Engel, J. F., Blackwell, R. D. & Kollat, D. T. (1993) “Consumer Behavior,” 7th ed., Fort Worth : Dryden Press
31. Engel, J. F., Blackwell, R. D. & Miniard, P. W. Consumer Behavior, 8th, Fort Wort: Dryden Press , p. 154
32. Fisk, G. (1961-1962), “A conceptual model for study in customer image”, Journal of Retailing, 37(4), pp.1-8
33. Goldman, A. (2001), “The transfer of retail formats into developing economies: the example of China”. Journal of Retailing, 77, pp.221-42.
34. Grace, D. & O’Cass, A.（2005）,”An examination of the antecedents of repatronage intentions across different retail store formats”, Journal of Retailing and Consumer Services,12; pp.227-243
35. Grewal, D., Krishnan, R., Baker, J.& Borin, N.（1998）,”The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions”, Journal of Retailing; Fall 1998; 74, 3;pp.331-352
36. Hansen, R. A. & Deutscher, T. (1977), “An Empirical Investment of Attribute Importance in Retail Store Selection.” Journal of Retailing, Vol.54(4),59-72
37. Hartman, K.B. & Spiro, R.L.（2005）,”Recapturing store image in customer-based store equity: a construct conceptualization”, Journal of Business Research ,58 ,pp.1112-1120
38. Hayduck, L., Structural Equation Modeling with LISREL. Johns Hopkings University Press: Baltimore,MD, 1987.
39. Herzberg, F. I., B Mwausner, & B. B. Snyderman（1959）,”The Motivation to Work.”New York: John Wiley and Sons
40. Hirschman, Elizabeth C.; Greenberg, Barnett; Robertson, Dan H.（1978）,“The Intermarket Reliability of Retail Image Research: An Empirical Examination.”,Journal of Retailing, Spring78, Vol. 54 Issue 1, pp.3-12
41. Holbrook, M.B. (1994), “The nature of customer value”, in Rust, R.T. and Oliver, R.L. (Eds), Service Quality, New Directions in Theory and Practice, Sage Publications, London, pp. 21-71.
42. Hu L, Bentler P M.（1999）,”Cut off criteriafor fit indexes in covariance structural analysis: conventional criteria versus new alternatives.”,Structural equation model, 6,pp.1-55
43. Huff, D.L.,（1963）,”A probabilistic analysis of shopping center trade Areas”, Land Economics 39, pp.81-90.
44. Hyllegard, K.H., Eckman, M., Molla Descals, A., & Gomez Borja, M.A（2005）,”Spanish consumers' perceptions of US apparel speciality retailers' products and services”, Journal of Consumer Behaviour; vol.4,no.5; pp.345-362.
45. Jacoby, J. & Mazursky, D.(1984),”Linking brand and retailer images: Do the potential risks outweigh the potential benefits?” Journal of Retailing, 60(2) ,pp.105-122
46. James, D. L., Durand, R. M. & Dreves, R. A. (1976), “The Use of A Multiattribute Attitude in A Store Image Study,” Journal of Retailing, Vol. 52, Summer, pp.23-32.
47. Joreskog, K.G., Sorbom, D. (1993), LISREL8: Structural Equation Modeling with SIMPLIS Command Language, Scientific Software International Inc, Chicago, IL
48. Kelly, R.F. & Stephenson, R. (1967),” The Semantic Differential: An Information Source for Designing Retail Patronage Appeals”, Journal of Marketing, 31, Oct, pp.43-47
49. Kerin, R.A., Jain, A. & Howard, D.J.(1992) “Store shopping experience and consumer price-quality-value perceptions”,Journal of Retailing, 68(4),pp.376-97.
50. Kettinger, W. J.; Choong C. Lee; J., W.（1994）,”Perceived Service Quality and User Satisfaction with the Information Services Function”. Decision Sciences, 25, (5/6),pp. 737-766.
51. Kim, J. O. & Jin, B.（2001）,”Korean consumers' patronage of discount stores Domestic vs multinational discount store shoppers' profiles”, The Journal of Consumer Marketing; 2001; vol.18,No. 3; pp.236-255

52. Kotler, P.（2003）, Marketing Management , Second Edition ,Prentice Hall International , Inc.
53. Kumar, V. & Karande, K.（2000）,”The Effect of Retail Store Environment on Retailer Performance”, Journal of Business Research 49, pp.167-181
54. Kunkel, J. H. & Berry, L. L. (1968), “A Behavior Conception of Retail Images”, Journal of Marketing, 32, October, pp.21-27
55. Lien-Ti Bei & Yu-Ching Chiao（2001）, “An Integrated Model for the Effects of Perceived Product, Perceived Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyalty,”Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 14, pp.125-140
56. Lindquist, J. D. (1974), “Meaning of image”, Journal of Retailing, 50(4), pp.29-38.
57. Louviere, J.J. & G.J. Gaeth (1987), “Decomposing the determinants of retail facility choice using the method of hierarchical information integration: a supermarket illustration,” Journal of Retailing, 63 (1),pp.25-48.
58. Marsh, H. W., Balla, J. R., & McDonald, R. P. (1 ), “Goodness-of-fit indices in confirmatory factor analysis: The effect of sample size”, Psychologyical Bulletin, 103 , pp.391- 410.
59. Martineau, P (1958), “The personality of the retail store”, Harvard Business Review, Jan/Feb58, Vol. 36 Issue 1, pp.47-55
60. Mazursky, D. & Jacoby, J.（1986）,”Exploring the Development of Store Images”, Journal of Retailing, Vol.62, No.2 , pp.145-165
61. Monroe, K.B. & Krishnan, R. (1985), “The effect of price on subjective product evaluations in perceived quality: How Consumers View Stores and Merchandise” , in Jacoby, J. and Olson, J. (Eds), Lexington, MA :Lexington Books, , pp. 209-232.
62. Monroe, K.B. (1990), Pricing: Making Profitable Decisions, 2nd ed., McGraw-Hill Book Company,New York, NY.
63. Morschett, D. , Swoboda, B. & Foscht ,T.（2005）,”Perception of Store Attributes and Overall Attitude towards Grocery Retailers: The Role of Shopping Motives”, International Review of Retail, Distribution and Consumer Research, Vol. 15, No. 4, October, pp.423-447
64. Mulaik SA, James LR, Alstine JV, Benett N, Lind S, Stilwell CD.（1989）”Evaluation of goodness-of-fit indices for structural equation models.” Psychological Bulletin, 105,pp.430-445.
65. Neale M, Boker S, Xie G, Maes H (1999) MX: Statistical modelling. Richmond, VA: Virginia Commonwealth University.
66. Newman, A. J. & Patel, D.（2004）,”The marketing directions of two fashion retailers”, European Journal of Marketing; 38, 7; pp. 770-789
67. Nunally, J.C. (1978), Psychometric theory (2nd ed.). New York: McGraw-Hill.
68. Oppewal, H., & Timmermans, H.（1997）,”Retailer self-perceived store image and competitive position”, The International Review of Retail, Distribution and Consumer Research, Vol 7, No.1, January 1997, pp. 41-59
69. Oxenfeldt, A. R.（1974-75）,“Developing a Favorable Price-Quality Image”, Journal of Retailing, Winter74/75, Vol. 50 Issue 4, pp.8-14
70. Parasuraman, Zeithaml & Berry（1985）, “A Conceptual Model of Service Quality and Its. Implications for Future Research,” Journal of Marketing, Fall, pp. 41-50.
71. Patterson, P. & Spreng, R.,（1997）,”Modelling the Relationship between Perceived Value, Satisfaction and Repurchase Intentions in A Business-to-Business Service Context: An Empirical Examination”, International Journal of Service Industry Management, 8(5), pp. 414-434.
72. Raphel, M. & N. Raphel (1995), Up the Loyalty Ladder. New York:Harper.
73. Reichheld, F. & Sasser, W. (1990),”Zero defects: quality comes to services”, Harvard Business Review, Sept-Oct, 1990, pp.105-111
74. Reimer, A. & Kuehn, R.（2005）,”The impact of servicescape on quality perception”, European Journal of Marketing, Vol.39, Iss. 7/8;pp.785-808
75. Reynolds, F. D. & Darden, W. R. (1974) “Construing Life Style and Psychographics,” William D. Wells ed., Chicago: AMA
76. Reynolds, F. D. & Wells, W. D. (1977),” Consumer Behavior”, New York, Mcgraw-Hill.
77. Sawyer, A.G. & Dickson, P. (1984), “Psychological perspectives on consumer response to sales promotion”, in Jocz, C. (Ed.), Research on Sales Promotion: Collected Papers, Marketing Science Institute, Cambridge, MA, pp.1-21.
78. Schiffman, L. Dash, J. & Dillon, W., .(1977), “The contribution of store-image characteristics to store type choice”, Journal of Retailing, Vol.53, No.2, pp. 3-14
79. Sirdeshmukh,D.,Singh,J.,Sabol,B.（2002）,”Consumer Trust,Value,and Loyalty in Relational Exchanges”, Journal of Marketing.,January,(66),pp.15-37

80. Sivadas, E. & Baker-Prewitt, J. L.（2000）,”An examination of the relationship between service quality, customer satisfaction, and store loyalty.”, International Journal of Retail & Distribution Management, Vol. 28, Issue 2,pp.73-82
81. Stephan, Z.（2006）,”Measurement of retailers' price images with a multiple-item scale”, The International Review of Retail, Distribution and Consumer Research, Vol.16, No.3,pp.297-316
82. Stephenson, R. P. (1969), “Identifying determinants of retail patronage”, Journal of Marketing, 33(July), pp.57-61
83. Sweeney, C. Jillian & Soutar, N. Geoffrey（2001）,”Consumer Perceived Value: The Development of a Multiple Item Scale”, Journal of Consumer Research, 77,pp.203-220
84. Sweeney, J. (1994), “An investigation of a theoretical model of consumer perceptions of value”,unpublished doctoral dissertation, School of Management and Marketing, Curtain University of Technology, Perth, Australia.
85. Sweeney, J.C., Soutar, G.N., & Johnson, L.W.（1999）,”The Role of Perceived Risk in the Quality-Value Relationship A Study in a Retail Environment”,Journal of Retailing, 75(1), pp.77-105
86. Thang, D. C. L. & Tan, B. L. B .(2003), “Linking consumer perception to preference of retailing stores: an empirical assessment of the multi- attributes of store image”, Journal of Retailing and Consumer Services, 10 pp. 193-200.
87. Tohmatsu, Deloitte Touche,（2000）,”Global Powers of Retailing”, Stores, 2(October),pp. 3-46
88. Tuli, R. & Mookerjee, A.（2004）,”Retail Formats: Patronage Behavior of Indian Rural Consumers”, South Asian Journal of Management; Jul-Sep 2004; 11, 3; pp.57-73
89. Tull, D. S. & Hawkins, D. I.（1990）,”Marketing research: measurement & methods,5th ed., New York: Macmillan Publishing Company.
90. Webster, F. E. Jr. (1965), “The Deal-Prone Consumer,” Journal of Marketing. Research, Vol. 2(2), pp. 186-189.
91. Wong, J. K. & Teas, R. K. (2001), “A test of the stability of retail store image mapping based on multientity scaling data”, Journal of Retailing and Consumer and Services, 8, pp.61-70
92. Woodruff, R. B. (1997), “Customer Value: The Next Source for Competitive Advantage,” Journal of the Academy of Marketing Science, 25(2),pp.139-153.

93. Yoo C.; Park J.; MacInnis D.J（1998）,”Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude - A Content Analysis of Consumer Images”, Journal of Business Research, Volume 42, Number 3, July 1998, pp. 253-263
94. Zeithaml, V. A. (1984),” Issues in conceptualizing and measuring consumer response to price”, Advances in Consumer Research, 11, pp.612-616.
95. Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52(July), pp.2-22.
96. Zeithaml, V.A., Berry, L., Parasuraman, A.（1996）,”The behavioral consequences of service quality”, Journal of Marketing, Vol. 60, No. 2, pp.31-46
97. Zimmer, M.R. & Golden, L.L. (1988), “Impression of Retail Stores : A Content Analysis of Consumer Image”, Journal of Retailing, Vol. 64, No. 3, Fall pp.265-293