本研究使用Stimuli-Organism-Response (SOR)架構探討服務便利性如何影響消費者對商店購物的認知功能性購物價值，同時為了解個人特性差異對消費者認知程度的影響，額外納入自我調節焦點(趨向動機與趨避動機)作為調節變數，檢驗其如何影響服務便利性與功能型購物價值的關聯強度。
為檢驗研究假設，本研究採用問卷調查法蒐集台灣零售商店消費者資料，共計回收有效樣本402份，透過結構方程模式分析，本研究發現服務便利性的四個構面(決策便利性、交易便利性、利益便利性及事後便利性)與功能型購物價值呈正向顯著相關，且當考量個人特性差異時，相較於高趨避動機消費者，服務便利性影響高趨向動機受訪者的效果更為明顯。本文最後提供若干理論與實務意涵。

Based on the Stimuli-Organism-Response framework, current research examines how consumers’ reasons/stimuli (cf. service convenience) for shopping affect their perceived store shopping value (utilitarian), and their ability to regulate their emotional state that leads to their shopping satisfaction. More particularly, to find out the personal distinction characteristics defining individual’s responses to the shopping environment, this study employs approach/avoidance motivation as a moderator assessing the correlation between service convenience and utilitarian shopping values.
To examine our research model, measurement data are collected from customers of retail stores in Taiwan. A total of 402 questionnaires were returned. A structural equation modeling with simple slope analysis was employed for our hypothesis testing. The findings show that there were four dimensions of service convenience positively relevant to utilitarian shopping values, but access convenience wasn’t related to utilitarian shopping values. Then utilitarian shopping values were positively related to shopping satisfaction. The correlation between service convenience and utilitarian shopping values were stronger among the approach motivation customers compared with the avoidance motivation customers. This study provides theoretical and managerial implications.

論文審定書 i
ABSTRACT ii
中文摘要 iii
CHAPTER 1 INTRODUCTION 1
1.1 Background and motivation 1
1.2 Research questions and relevant design 4
1.3 Structure of this study 7
CHAPTER 2 LITERATURE REVIEW 8
2.1 The S-O-R framework 8
2.2 Service convenience 11
2.3 Utilitarian shopping values 14
2.4 Shopping satisfaction 15
2.5 Moderating role of approach and avoidance motivations 17
2.6 Concluding Remarks 18
CHAPTER 3 RESEARCH METHODOLOGY 20
3.1 Hypotheses 20
3.1.1 Theoretical framework 20
3.1.2 Service convenience and utilitarian shopping values 24
3.1.3 Utilitarian shopping values and shopping satisfaction 25
3.1.4 Approach-avoidance motivation, service convenience and utilitarian shopping values 26
3.2 Construct measurements 29
3.3 Process of data collection 33
3.3.1 Survey design 33
3.3.2 Data collection 34
3.4 Data analysis methods 35
3.4.1 Descriptive data analysis 36
3.4.2 Reliability and validity analysis 36
3.4.3 Structural Equation Modeling 37
3.4.4 Moderating effect analysis 37
3.5 Concluding remarks 40
CHAPTER 4 DATA ANALYSIS 42
4.1 Sample characteristics 42
4.2 Measurement model evaluations 44
4.3 Structural model evaluations 48
4.4 Competitive model 50
4.5 Moderating role of shopping motivation 52
CHAPTER 5 CONCLUSIONS 60
5.1 Understanding service convenience and utilitarian shopping values 61
5.2 Moderating effects of approach and avoidance motivation 62
5.3 Utilitarian shopping values and shopping satisfaction 63
5.4 Understanding the effects of control variables 64
5.5 Theoretical contributions 64
5.6 Managerial contributions 65
5.7 Limitation and future research 66
REFERENCES 68

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中文部份
邱皓政，(2003)，結構方程模式－LISREL的理論、技術與應用，台北：雙葉書廊有限公司。