在台灣，2010 年統一超商鮮食類營業額高達188 億元，打敗麥當勞，拿下國內速食
連鎖通路的冠軍寶座，鮮食產品成為連鎖便利商店業者差異化需求發展主軸。本研究以
問卷調查幫助決策者衡量消費者對連鎖便利商店鮮食之產品購買動機、滿意度與忠誠度
之關聯性，提供業者發展鮮食行銷策略之參考。調查對象以曾經食用過便利商店鮮食產
品之消費者做為母體，採便利抽樣法，發放450 份問卷，有效問卷392 份。研究結果發
現吸引消費者至連鎖便利商店購買鮮食的動機多為便利性，可看出消費者的訴求為快速
又方便，購買動機、滿意度與忠 In 2010, the revenue of fresh food department in 7-ELEVEN had reached NTD 18.8
billion in Taiwan, and 7-ELEVEN had defeated McDonald’s to become number one fast food
chain store nationwide. Therefore, fresh food had become the main development of all the
