本研究係探討桃園台茂購物中心的消費者特性、商店印象與購買行為之關係，採配額抽樣方法共抽出600份有效樣本，配額標準依據台茂購物中心開幕以來近九個月的來個流量分佈，涵蓋平日與假日、尖峰與離峰。本研究發現人口統計變數、生活型態及商店印象等變數，對於購物中心的購買行為均有影響性，生活型態變數且會影響商店印象而間接影響購買行為。本研究對台茂購物中心提出具體改善建議，如目標行銷策略、常客行銷方案、盡速改善受訪者對商店屬性滿意度之落差、訴求流行時髦的生型態，及吸引顧客停留之動線規劃與專櫃業種品類組合等，以提高質經營績效。

The study aims to realize the relationship between consumer characteristics, buying behaviors and the store image in TAIMALL shopping center. It adopted quopta sampling, which was based on the flow of customers in TAIMALL shopping center over a period of nine months. A total of 600 effective samples were collected and analyzed. The empirical findings indicated that the variables of demographic (age & household income), lifestyles, and store image affect buying behaviors. The study suggested that, implementing target marketing strategy, frequency marketing programs, narrowing the gap of customer satisfaction to store attributes, enhancing appeal for fashionable lifestyles, attracting customers to stay longer by employing a fluid traffic diagram, target customers favorable merchandise mix and etc., would increase TAIMALL’s sales performance.