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題名：兩岸大型購物中心娛樂性購物體驗對購買意圖影響之研究
書刊名：創新與管理
作者：封德台／陳婉昕
作者(外文)：Feng, Te-tai／Chen, Wan-hsin
出版日期：2008
卷期：6:1
頁次：頁179-202
主題關鍵詞：購物中心；娛樂性購物體驗；知覺價值；購買意圖；Shopping mall；Entertaining shopping experience；Perceived value；Purchase intention
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:28
  • 點閱點閱:48
購物中心為台灣的一種新零售型態，隨著競爭愈趨激烈，吸引消費者的競爭優勢更需突顯出來，經營者若能給予消費者所追求的娛樂性購物體驗，使得消費者對於購物體驗產生良好的價值評斷，勢必能增加獲利的可能。是故，本研究擬以購物中心消費者為研究對象，探討娛樂性購物體驗是否會透過知覺價值而產生購買意圖。 研究採便利抽樣，於上海與台灣共八家購物中心門口以問卷方式進行調查，合計取得370份有效樣本，有效回收率82%，以迴歸分析檢驗研究假設之關係。經試驗後發現：1.知覺價值為娛樂性購物體驗和購買意圖間之中介變項。2.研究再次驗證知覺價值與購買意圖間的關係於購物體驗的背景下亦是成立的。最後，依據上述發現提出理論與行銷實務上之意涵。
Shopping mall is a new type of retail context in Taiwan. Because the competition is beingheavily, managers must try their best to show their competitive advantages. If they can provide the entertaining shopping experience which consumers hunger for and let consumers have positive judgments, they will get much more possible of making a profit. In order to realize the phenomenon, this study took shoppers of shopping mall as the study object, and tried to confer whether consumers will have purchase intention through perceived value by those entertaining shopping experience. This study was proceeded by convenience sampling, and investigated by questionnaire in eight shopping malls in Shanghai and Taiwan, and obtained 370 responses as a validation sample, and the effective response rate was 82%; by regression analyses, we got the following results: 1. Perceived value mediates the relationship between entertaining shopping experience and purchase intention. 2. The study once again confirmed that the relationship between perceived value and purchase intention in shopping experience context is also supported. Finally, we put forward concrete theories and marketing actual situation by the basis which is above-mentioned.
期刊論文
1.Hartnett, M.(1998)。Shopper needs must be priority。Discount Store News，37(9)，21-22。  new window
2.Vantrappen, H.(1992)。Creating customer value by streamlining business processes。Long Range Planning，25(1)，53-62。  new window
3.Laroche, Michel、Teng, Lefa、Michon, Richard、Chebat, Jean‐Charles(2005)。Incorporating service quality into consumer mall shopping decision making: A comparison between English and French Canadian consumers。Journal of Services Marketing，19(3)，157-163。  new window
4.Ibrahim, M. F.、Ng, C. W.(2002)。Determinants of entertaining shopping experiences and their link to consumer behavior: case studies of shopping centers in Singapore。Journal of Leisure Property，2(4)，338-358。  new window
5.Diana, L. H.、Baker, J.(2004)。It’s all at the mall: exploring adolescent girlds’s experiences。Journal of Retailing，80(1)，67-83。  new window
6.張建華(2005)。試論購物中心的招商管理。商場現代化，451，34-35。  延伸查詢new window
7.Forester, M.(1999)。Deja vu discussion delivers message emphasizing value。Chain Store Age，75(4)，12。  new window
8.Ibrahim, M. F.、Wee, N. C.(2002)。The importance of entertainment in the shopping center experience: Evidence from Singapore。Journal of Real Estate Portfolio Management，8(3)，239-254。  new window
9.Jones, M. A.(1999)。Entertaining shopping experiences: An exploratory investigation。Journal of Retailing and Consumer Services，6(3)，129-139。  new window
10.Talmadge, C.(1995)。Retailers injecting more fun into stores。Advertising Age，66(44)，38。  new window
11.Wang, S. G.、Zhang, Y. C.、Wang, Y. F.(2006)。Opportunities and challenges of shopping centre development in China: A case study of Shanghai。Journal of Shopping Center Research，13(1)，19-55。  new window
12.王昭雄、陳得發(20051200)。直銷產業顧客滿意度與顧客忠誠度關係之研究--以人口特質、知覺價值及使用者類型為干擾變項。交大管理學報，25(2)，57-88。new window  延伸查詢new window
13.Arnold, M. J.、Reynolds, K. E.、Ponder, N.、Lueg, J. E.(2005)。Customer delight in a retail context: Investigating delightful and terrible shopping experiences。Journal of Business Research，58(8)，1132-1145。  new window
14.Berry, L. L.(1996)。Retailers with a Future。Marketing Management，5(1)，39-46。  new window
15.Kerin, Roger A.、Jain, Ambuj、Howard, Daniel J.(1992)。Store Shopping Experience and Consumer Price-quality-value Perceptions。Journal of Retailing，68(4)，376-397。  new window
16.Wu, C.、Hsing, S. S.(2006)。Less is more: How scarcity influences consumers' value perceptions and purchase intents through mediating variables。Journal of American Academy of Business，9(2)，125-132。  new window
17.周文賢、楊明璧、賴曉慧(20050600)。品牌形象契合度及產品屬性契合度對消費者購買延伸產品意願之研究。交大管理學報，25(1)，97-122。new window  延伸查詢new window
18.Babin, Barry J.、Darden, William R.(1995)。Consumer self-regulation in a retail environment。Journal of Retailing，71(1)，47-70。  new window
19.Baron, R. M.、Kenny, D. A.(198612)。The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations。Journal of Personality and Social Psychology，51(6)，1173-1182。  new window
20.Grewal, Dhruv、Krishnan, R.、Baker, Julie、Borin, Norm(1998)。The Effects of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions。Journal of Retailing，74(3)，331-352。  new window
21.Grewal, D.、Monroe, K. B.、Krishnan, R.(1998)。The effects of price-comparisons advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions。Journal of Marketing，62(2)，46-59。  new window
22.林陽助、陳郡怡(200612)。贈品--主產品配適度對消費者的知覺價值與購買意圖影響之研究。交大管理學報，26(2)，123-154。new window  延伸查詢new window
23.Swinyard, William R.(1993)。The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions。Journal of Consumer Research，20(2)，271-280。  new window
24.Babin, Barry J.、Darden, William R.、Griffin, Mitch(1994)。Work and/or fun: Measuring hedonic and utilitarian shopping value。Journal of Consumer Research，20(4)，644-656。  new window
25.Woodruff, Robert B.(1997)。Customer value: The next source for competitive advantage。Journal of the Academy of Marketing Science，25(2)，139-153。  new window
26.Sweeney, Jillian C.、Soutar, Geoffrey N.(2001)。Consumer Perceived Value: The Development of a Multiple Item Scale。Journal of Retailing，77(2)，203-220。  new window
27.Morwitz, Vicki G.、Schmittlein, David(1992)。Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy?。Journal of Marketing Research，29(4)，391-405。  new window
28.Parasuraman, Ananthanarayanan(1997)。Reflections on gaining competitive advantage through customer value。Journal of the Academy of Marketing Science，25(2)，154-161。  new window
29.Sánchez, Javier、Callarisa, Luís、Rodríguez, Rosa M.、Moliner, Miguel A.(2006)。Perceived value of the purchase of a tourism product。Tourism Management，27(3)，394-409。  new window
30.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
31.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
32.Sherman, Elaine、Mathur, Anil、Smith, Ruth Belk(1997)。Store environment and consumer purchase behavior: Mediating role of consumer emotions。Psychology and Marketing，14(4)，361-378。  new window
33.Sheth, Jagdish N.、Newman, Bruce I.、Gross, Barbara L.(1991)。Why We Buy What We Buy: The Theory of Consumption Value。Journal of Business Research，22(2)，159-170。  new window
圖書
1.中華徵信所(1993)。流通革命--購物中心。臺北：中華徵信所。  延伸查詢new window
2.經濟部商業司(2006)。大型購物中心開發經營管理實務手冊。經濟部。  延伸查詢new window
3.MacKay, H.(1999)。Turning point: Astralians choosing their future。Sydney：MacMillan。  new window
4.Monroe, K. B.(1979)。Pricing: Making profitable decisions。McGraw-Hill Book Company。  new window
5.Falk, Pasi、Campbell, Colin(1997)。The Shopping Experience。Sage。  new window
6.Schmitt, Bernd(1999)。Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands。New York：The Free Press。  new window
7.Sheth, Jagddish N.、Newman, B. I.、Gross, L. G.(1991)。Consumption Values and Market Choice。South-Western Publishing。  new window
其他
1.Hazel, D.。Mall maestros: As projects get more complex, so do architects roles，http://www.icsc.org/srch/s-ct/ciirrent/sctl201/page25.html， 2001/12。  new window
圖書論文
1.Obermiller, C.、Bitner, M. J.(1984)。Store atmosphere: A peripheral cue for product evaluation。American psychological association annual conference proceedings, American psychological association。Washington, DC。  new window
2.Monroe, K. B.、Krishnan, R.(1985)。The Effect of Price on Subjective Product Evaluation。Perceived Quality: How Consumers View Stores and Merchandise。Lexington, MA。  new window
 
 
 
 
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