設店選址因素對商店績效之研究 －兼論商圈型態之干擾效果

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/45458

Title:	設店選址因素對商店績效之研究－兼論商圈型態之干擾效果 A Study on Site Selection Factors Affecting Store Performance : The Moderating Effect of Business District
Authors:	陳功興
Contributors:	國際企業管理學系
Keywords:	設店選址商店績效商圈型態縱橫資料模型分析
Date:	2019
Issue Date:	2019-12-12 14:03:45 (UTC+8)
Abstract:	台灣便利商店的分佈密集度居全球第二，業者在持續新開店的同時也會因過去設店績效不佳而關店，可見其選址決策並非全然成功。對企業而言，若能在選址之初，根據適當的選址因素開店，獲利的機率就會提高，關店的現象也會減少。基於這個議題，因過去文獻均採用質化分析，並以較為主觀之判定來決定各選址因素之重要性，缺乏實證研究之結果，故本研究用實證的方式去證實設店選址因素的重要性，以補足學術上的研究缺口。本研究透過縱橫資料二因子固定效果模型，試圖找出影響營收與影響淨利的關鍵選址因素，並針對不同商圈型態對設店選址因素及商店績效探討其干擾效果。研究結果證實，影響營收與影響淨利的設店選址因素並不相同，商圈型態也確實具有干擾效果，故不同商圈型態的選址因素均不相同。實證結果明確顯示，促進營收增加之選址因素，未必能提升實質上的獲利，故需以淨利的角度來考量設址策略。同時在實務上可提供便利商店決策者針對不同商圈型態下，制定不同的選址決策，提高其商店績效，確保設店選址的成功率。 Taiwan ranks second in the world for convenience store density (CVS). CVS con-tinues new store expansion, but in the meantime, retailers are closing stores due to dis-appointing sales, which indicates practical challenges in store location decisions. Thus, it is vital to identify critical site-selection factors for store expansion, which may boost chance of success in store profitability and avoid more closures. Given a lack of existing literature well-supported by empirical evidence on this top-ic, this paper aims to bridge the gap between academic literature and business practi-tioners in a pragmatic perspective. This study applies a two-way fixed effect panel data model to identify critical site-selection factors in retail performance regarding revenue and profit and aid in the understanding of the moderating effect of business districts on site-selection decision and store performance. The results of the study demonstrate the critical site-selection factors vary with performance measures, namely revenue and profit. In addition, the business districts have shown significant moderating effect on store performance. Furthermore, the find-ings provide empirical support that the site-selection factors promoting revenue may not essentially generate actual profit. Henceforth, profit would be a more appropriate per-formance measure in selecting locations. Importantly, the results can effectively help re-tailers to formulate a site location strategy accordingly in response to different business districts to achieve successful new store openings.
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