消費者對大型購物中心意象與體驗之研究－以台北市微風廣場購物中心爲例

The Study on the Image and Experience of Customers in Shopping Mall-A Case of Taipei Breeze Center

10.29429/JSLHR.200809_3(3).09

江昱仁(Yu-Jen Chiang)；蔡進發(Chin-Fa Tsai)；林彥廷(Yen-Ting Lin)

購物中心 ； 意象 ； 體驗 ； 體驗行銷 ； shopping mall ； image ； experience ； experiential marketing

運動休閒餐旅研究

3卷3期（2008 / 09 / 01）

141 - 167

繁體中文

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.

1. 沈進成、廖若岑、周君妍(2005)。遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究－以華山咖啡爲例。戶外遊憩研究，18(3)，59-79。
   連結：
2. 微風廣場網站
3. 中華民國購物中心協會網頁
4. Abbott, L.(1955).Quality and competition: an essay in economic theory.New York:Columbia University Press.
5. Addis, M.,Holbrook, M. B.(2001).On the Conceptual Link between Mass Customisation and Experience Consumption: An Explosion of Subjectivity.Journal of Consumer Behaviour,1(1),55-66.
6. Arons, L.(1961).Does television viewing influence store image and shopping frequency.Journal of Retailing,37(3),1-13.
7. Bell, S. J.(1999).Image and consumer attraction to interurban retail areas: An environmental psychology approach.Journal of Retailing and Consumer Services,6,67-78.
8. Bellenger, D. N.,Robertson, D. H.,Greenberg, B. A.(1977).Shopping center patronage motives.Journal of Retailing,53(2),29-38.
9. Boulding, K. E.(1956).The Image.Ann Arbor, Michigan:The University of Michigan Press.
10. Brakus, J.(2001).New York,Columbia University.
11. Finn, A.,Louviere, J. J.(1996).Shopping center image, consideration, and choice: anchor store contribution.Journal of Business Research,35,241-251.
12. Fisk, G.(1961).A conceptual model for studying customer image.Journal of Retailing,37(4),54-62.
13. Gentry, J. W.,Burns, A. C.(1977).How "Important" are evaluative criteria in shopping center patronage?.Journal of Retailing,53(4),73-95.
14. 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.
15. Kunkel, J. H.,Berry, L. L.(1968).A behavioral conception of retail image.Journal of Marketing,32(4),21-27.
16. Marks, R. B.(1976).Operational zing the concept of store image.Journal of Retailing,52(3),37-46.
17. Martineau, P.(1958).The Personality of Retail Store.Harvard Business Review,36,47-55.
18. Mason, J. B.,Mayer, M. L.,Wilkinson, J. B.(1992).Modern Retailing: Theory and Practice.Richard D Irwin.
19. May, E. G.(1974).Practical applications of recent retail image research.Journal of Retailing,50(4),15-21.
20. 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.
21. McGoldrick, P. J.,Thompson, M. G.(1992).Regional Shopping Canters.U. K, Aldershot:Avebury Press.
22. Morrison, A. M.(1996).Hospitality and Travel Marketing.Delmar.
23. Myers, R.(1960).Sharpening your store image.Journal of Retailing,36(3),124-137.
24. Perry, M.,Norton, N. J.(1970).Dimensions of store image.Southern Journal of Business,5(2),1-7.
25. Pine II, B. J.,Gilmore, J. H.(1998).Welcome to the experience economy.Harvard Bisiness Reiview,76,97-105.
26. Rich, S. U.,Portis, B. D.(1964).The imagies of department store.Journal of Marketing,28(2),10-15.
27. Schmitt, B. H.(1999).Experiential marketing.New York:The Free Press.
28. Sewell, S. W.(1974).Discovering and improving store image.Journal of Retailing,50(4),3-7.
29. Weale, B.(1961).Measuring the customer's image of a department store.Journal of Retailing,37(2),40.
30. 中華徵信所(1993)。流通革命－購物中心。台北:中華徵信所。
31. 王伯文(2005)。嘉義縣，南華大學旅遊事業管理研究所。
32. 施植明(2001)。台北建築MAP。台北:木馬。
33. 星野克美、黃恆正譯(1988)。符號消費的社會。台北:遠流。
34. 高少芸(2005)。台北市，世新大學觀光學系研究所。
35. 經濟部商業司編(1996)。大型購物中心經營管理實務手冊。台北:經濟部商業司。
36. 葉俊廷(2004)。台北市，銘傳大學觀光研究所。
37. 潘建銘(2004)。台中市，國立中興大學行銷學系碩士班。
38. 蔡鳳兒(2004)。嘉義縣，南華大學旅遊事業管理學研究所。