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題名：消費者對大型購物中心意象與體驗之研究--以臺北市微風廣場購物中心為例
書刊名：運動休閒餐旅研究
作者：江昱仁 引用關係／蔡進發 引用關係／林彥廷
作者(外文)：Chiang, Yu-jen／Tsai, Chin-fa／Lin, Yen-ting
出版日期：2008
卷期：3:3
頁次：頁141-167
主題關鍵詞：購物中心；意象；體驗；體驗行銷；Shopping mall；Image；Experience；Experiential marketing
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(0) 博士論文(1) 專書(0) 專書論文(0)
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  • 共同引用共同引用:73
  • 點閱點閱:186
本研究以台北市微風廣場購物中心爲研究地點，旨在探討消費者對大型購物中心之意象、體驗之看法及其間之關係。且運用IPA結合SWOT分析方式，以瞭解消費者對大型購物中心體驗行銷項目之改善順序。本研究以問卷法進行調查，有效問卷爲411 份。主要研究結果如下：1.最令消費者感到深刻的意象是「可以買到知名的品牌」，因素分析結果購物中心意象歸類爲「購物多樣性與氣氛」、「空間設施服務」、「活動與便利性」以及「價格認知」等四個意象因素。不同消費者之基本資料與消費特性對意象因素有顯著差異。2.在體驗行銷中，消費者對於「整體視覺上是舒服的」最重視，對「此購物中心商店的商品都是時尚精品」滿意度最高。不同消費者之基本資料與消費特性對體驗行銷滿意度有顯著差異。而體驗行銷之「感官體驗」、「行動體驗」、「思考體驗」及「關聯體驗」對整體滿意程度有顯著影響。3.由典型相關結果可知消費者對「活動與便利性」愈不深刻，其「情感體驗」之滿意度愈低；對「活動與便利性」愈深刻，其對「行動體驗」也就愈滿意。4.「感官體驗」、「行動體驗」、「思考體驗」、「關聯體驗」等四個體驗行銷構面對微風廣場整體滿意程度有顯著的正向影響。5.經IPA分析得知，「餐飲是美味的」、「使我覺得清新悠閒、輕鬆自在」、「服務使我覺得溫馨、親切」、「適時推薦，使我嘗試新事物」及「提醒我注意社交禮儀」是急需改善的項目。
The purpose of this research is to understand the image and experience of customers to the large-scale shopping mall, and the relationships between image and costumer satisfaction from the view of experiential marketing. In addition, providing the improving priorities of the items of experiential marketing by using importance-performance analysis linked with SWOT mode also are included. The main findings were as following: 1. To costumers, the most impressed image is 'A lot of known brands can be bought here'. Four image factors including Diverse Merchandises and Atmosphere, Space Facilities and Service, Activities and Convenience, Cognition of Price were generated through factor analysis. It is found that different customer's personal and consuming characteristics show significant difference to the image factors. 2. To the experiential marketing, it is found that different customer's personal and consuming characteristics show significant difference to the dimensions of experiential marketing. The 'sense experience', 'act experience', 'think experience', and 'relate experience' of experiential-marketing dimensions show significant influence to the integrated satisfaction. 3. By using the correlation analysis, it is found that the image factors have significant positively correlation with the dimensions of experiential-marketing satisfaction. 4. The 'sense experience', 'act experience', 'think experience', and 'relate experience' of experiential-marketing dimensions have significant positively influenced on the integrated satisfaction. 5. By using I.P.A, it is shown that 'Food and beverage of restaurant', 'Feel leisurely and relaxation', 'Friendly service', 'Offer suggestions', and 'Social courtesy' are the urgent priorities should be improved.
期刊論文
1.Gentry, J. W.、Burns, A. C.(1977)。How "Important" are evaluative criteria in shopping center patronage?。Journal of Retailing，53(4)，73-95。  new window
2.Weale, B.(1961)。Measuring the customer's image of a department store。Journal of Retailing，37(2)，40。  new window
3.Finn, A.、Louviere, J. J.(1996)。Shopping center image, consideration, and choice: anchor store contribution。Journal of Business Research，35，241-251。  new window
4.Houston, M. J.、Nevin, J. R.(1981)。Retail shopping area image: Structure and congruency between downtown area and shopping centers。Advances in consumer Research，8(1)，677-681。  new window
5.Marks, R. B.(1976)。Operational zing the concept of store image。Journal of Retailing，52(3)，37-46。  new window
6.May, E. G.(1974)。Practical applications of recent retail image research。Journal of Retailing，50(4)，15-21。  new window
7.McGoldrick, P. J.、Thompson, M. G.(1992)。The role of image in the attraction of the out-of-town centre。International Review of Retail, Distribution & Consumer Research，2(1)，81-98。  new window
8.Myers, R.(1960)。Sharpening your store image。Journal of Retailing，36(3)，124-137。  new window
9.Perry, M.、Norton, N. J.(1970)。Dimensions of store image。Southern Journal of Business，5(2)，1-7。  new window
10.Sewell, S. W.(1974)。Discovering and improving store image。Journal of Retailing，50(4)，3-7。  new window
11.Arons, Leon(1961)。Does television viewing influence store image and shopping frequency?。Journal of Retailing，37(3)，1-13。  new window
12.Bell, S. J.(1999)。Image and consumer attraction to intraurban retail areas: An environmental psychology。Journal of Retailing and Consumer Services，6(1)，67-68。  new window
13.Bellenger, D. N.、Robertson, D. H.、Greenberg, B. A.(1977)。Shopping center patronage motives。Journal of Retailing，53(2)，29-38。  new window
14.Martineau, P.(1958)。The Personality of Retail Store。Harvard Business Review，36(4)，47-55。  new window
15.Fisk, G.(1961)。A Conceptual Model for Studying Customer Image。Journal of Retailing，37(4)，1-8+54-55。  new window
16.Kunkel, J. H.、Berry, L. L.(1968)。A Behavioral Conception of Retail Image。Journal of Marketing，32(4)，21-27。  new window
17.Rich, stuart U.、Portis, Bernard D.(1964)。The Images of Department Store。Journal of Marketing，28(2)，10-15。  new window
18.沈進成、廖若岑、周君妍(20050900)。遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究--以華山咖啡為例。戶外遊憩研究，18(3)，59-79。new window  延伸查詢new window
19.Addis, Michela、Holbrook, Morris B.(2001)。On the Conceptual Link between Mass Customisation and Experience Consumption: An Explosion of Subjectivity。Journal of Consumer Behaviour，1(1)，50-66。  new window
20.Pine, B. Joseph II、Gilmore, James H.(1998)。Welcome to the Experience Economy。Harvard Business Review，76(4)，97-105。  new window
學位論文
1.Brakus, Josko(2001)。A Theory of Consumer Experiences(博士論文)。Columbia University，New York。  new window
2.葉俊廷(2004)。大型休閒購物中心其商店印象，社會交換前驅物及惠顧忠誠度關係之研究(碩士論文)。銘傳大學。  延伸查詢new window
3.潘建銘(2004)。商店街之體驗行銷研究--臺中市繼光街個案分析(碩士論文)。國立中興大學，臺中市。  延伸查詢new window
4.高少芸(2005)。不同類型咖啡連鎖店顧客消費體驗之研究(碩士論文)。世新大學。  延伸查詢new window
5.王伯文(2005)。民宿體驗、旅遊意象、遊客滿意度與忠誠度影響關係之研究--以奮起湖地區為例(碩士論文)。南華大學。  延伸查詢new window
6.蔡鳳兒(2005)。遊客體驗、旅遊意象、滿意度及忠誠度關係之研究--以日月潭國家風景區為例(碩士論文)。南華大學。  延伸查詢new window
圖書
1.星野克美、黃恆正(1988)。符號消費的社會。臺北：遠流。  延伸查詢new window
2.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
3.施植明(2001)。臺北建築MAP。臺北：木馬。  延伸查詢new window
4.經濟部商業司(1996)。大型購物中心經營管理實務手冊。臺北：經濟部商業司。  延伸查詢new window
5.Mason, J. B.、Mayer, M. L.、Wilkinson, J. B.(1992)。Modern Retailing: Theory and Practice。Richard D Irwin。  new window
6.McGoldrick, P. J.、Thompson, M. G.(1992)。Regional Shopping Canters。Aldershot, UK：Avebury Press。  new window
7.Abbott, Lawrence(1955)。Quality and Competition: An Essay in Economic theory。Columbia University Press。  new window
8.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
9.Boulding, Kenneth E.(1956)。The image: knowledge in life and society。University of Michigan Press。  new window
10.Morrison, Alastair M.(1996)。Hospitality and travel marketing。Delmar Publishers。  new window
 
 
 
 
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