購買動線設計對顧客滿意度與重購意願之影響

The Influence of Purchase Lane Design on Customer Satisfaction and Repurchase Intension

10.6565/JGME.2016.12(1).6

吳函蓁(Han-Chen Wu)；鄭育書(Yu-Shu Cheng)

百貨公司 ； 購買動線設計 ； 重購意願 ； 顧客滿意度 ； Department Store ； Purchase Lane Design ； Repurchase Intension ； Customer Satisfaction

全球管理與經濟

12卷1期（2016 / 06 / 01）

103 - 120

繁體中文

百貨公司除了滿足商品在物流的末端經由交換而換取利潤，具有零售場所的機能價值外；也由於後期資本主義將再生產活動以消費形式納入廣義的生產過程中，以空間作為商品展現的舞臺，同時也承載著因商品而被賦予的附加價值。百貨公司為因應消費社會的結構，空間本身成為一種商品化的符號系統，透過特定的生產模式而被包裝著刺激消費的消費意願。因此，本研究的目的在於探討購買動線設計對顧客滿意度與重購意願故個的影響。本研究並針對百貨公司消費者進行抽樣調查，總計發放問卷120份，有效問卷為101份，有效問卷回收率為84.2%。本研究透過文獻探討及實證分析，本研究結論為：顧客對賣場購買動線設計最重視之項目有購買動線設計與商品陳列方式二項；顧客對賣場消費最滿意之處為交通便利性與軟硬體整體設施休閒性、舒適性和安全性；顧客對於賣場再次重購意願具有高度認同感；購買動線設計能有效提升顧客重購意願；購買動線設計與商品陳列方式能有效提升顧客滿意度；顧客重購意願也能有效提昇顧客滿意度；以及不同教育程度的受訪者在重購意願具有顯著差異；而在購買動線設計與顧客滿意度上並無顯著差異。再依據研究結論，提出建議如下：百貨公司或大賣場在進行購買動線設計時，要重視商品陳列方式之便利性與軟硬體整體設施之安全性、休閒性與舒適性等；開闢具有休閒及文化性之多功能賣場；以及善用週邊景觀及內部規劃建置親子活動之賣場。

Department stores enable retailers and brands to make profits through exchange of merchandise and in consumer capitalism, the space for merchandise display provides the stores with additional value. In accommodating the needs of a consumer society, department stores need to utilize specific space design in order to pique consumer interests. As such, this study aims to explore the influence of the design of purchase lane on customer satisfaction and intention to revisit. This study randomly chose 120 samples from department store customers. After eliminating 19 invalid questionnaires, there are 101 valid questionnaires, resulting in an effective return rate of 84.2%. Through literature research and case studies, this study concludes that customers place high value on purchase lane design and the way merchandises are displayed. Customers are most satisfied with traffic convenience and the leisure, comfort, and safety of the amenities, and a well design purchase lane will raise customers' intentions for a return visit. There is an apparent difference in their intention to return based on their educational level. From the conclusions, we suggest that department and wholesale stores value the way merchandise is displayed and the leisure, comfort, and safety during the design of purchase lanes, and develop multifunctional stores that also provide activities that can be enjoyed by the entire family.

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