便利商店在台灣除了零售業的產業定位外也扮演著民眾生活的載體。這點由台灣的便利商店密度為全球第二多可以得知。藉由服務越來越多元，民眾對其依賴度也越來越高，便利商店對於我們生活的黏著度也越來越深。本研究以便利商店消費者的角度去探討便利商店的商店環境與消費者的偏好是否影響消費者的滿意度並進而對其持續購買的意願構成影響。本研究以曾經到過個案店鋪消費過的消費者為研究對象，以網路問卷調查方式蒐集問卷進行資料分析。研究分析結果顯示，消費者滿意度為影響其持續購買意願的主要的因素之一，再則商店環境與消費者偏好會直接影響消費者的滿意度，同時得知商店環境與消費者偏好會正向影響消費者滿意度，消費者滿意度會正向影響消費者持續購買意願。最後，本研究將對所有結果加以分析及討論，以提供學術上與實務作業之參考。 In addition to the industrial positioning of the retail industry, convenience stores also play the carrier of people's lives in Taiwan. This can be seen from the second largest density of convenience stores in Taiwan in the world.With more and more diversified services, people are more and more dependent on them, and convenience stores are becoming more and more adhering to our lives.This study explores whether the store environment and consumer preferences of convenience stores affect consumer satisfaction and thus affect their willingness to continue to buy.This study takes consumers who have been to case stores as the research object, and collects questionnaires for data analysis in the form of online questionnaires.Without considering the interference of external factors, expected consumer satisfaction is one of the main factors affecting their willingness to continue to buy. In addition, the store environment and consumer preferences will directly affect consumer satisfaction. It is expected that the inference of store environment and consumer preferences will positively affect consumer satisfaction, and consumer satisfaction will positively affect consumers' willingness to continue to buy.Finally, this study will analyze and discuss all the results to provide a reference for academic and practical operations.
