顧客對於休閒性消費空間設計認同與消費體驗選擇之研究

The Study of the Relation between the Identities of Customers toward Recreational Shopping Space Design and Shopping Experience Choice

10.29429/JSLHR.201112_6(4).03

李貽鴻(Ye-Horng Lee)；方彥博(Yen-Po Fang)

消費空間設計認同 ； 消費體驗選擇 ； 獨特品味 ； 時尚廣場 ； shopping space design identity ； Q square ； shopping experience choice ； idiosyncrasy

運動休閒餐旅研究

6卷4期（2011 / 12 / 01）

41 - 57

繁體中文

本研究目的探討顧客對於休閒性消費空間設計的認同與消費體驗選擇之間的關係。動機是瞭解企業應該如何去設計一個具有品味，顧客認同的休閒消費購物空間。研究地點以流行休閒性消費的台北京站時尚廣場。研究對象為時尚廣場的消費群體。研究工具為結構式問卷。抽樣方式採用立意抽樣，問卷發放於2010年10月中旬，共發放400份問卷，獲得有效樣本384份。研究結果發現，時尚廣場的消費群體：以女性為主，職業以服務業居多，顧客經濟能力較强，消費主要目的為休閒、放鬆心情，重視消費空間設計。另在研究中發現女性除將購物場所當作一種購物地方外，亦認為是消磨時間的休閒場所。消費群體中不論人口統計變數有何特徵差異，但消費空間設計的認同，是會影響到他們消費空間體驗的選擇。消費者期望中的消費體驗是具有獨特品味，無論是在商品的陳列或銷售的方式，也希望與一般的消費市場能夠有明顯區隔。

The purpose of the study is to discuss the relation between the identities of customers toward recreational shopping space design and the customers' willingness in shopping in the very space. The motivation is to gain better understanding in the know-how of constructing a shopping space that would provide a leisure environment for consumers to come back again and again, willingly. The study is conducted in the fashion-recreational commerce centered Taipei Q square. The subject of the study is the group of consumers in the square. The instrument for the study is structured questionnaire. The sampling method is non-random purposeful sampling, performed in mid-October 2010. There are 400 questionnaires distributed, and 384 recollected effective. The findings are: the majority of the consumers in the Q square are female, and of service occupation; customers are generally of the better economical status, and their purposes of shopping are for leisure and to relax; the customers also place significant attentions to the shopping space design. The other findings include: Female consumers generally will treat the shopping space not only as a place for good purchasing, but also will treat it as a place for time-filling leisure. The study concludes: no matter how the characteristics (sex, age, occupation) of sampled subjects vary, their identities toward the shopping space will invariably affect their decision makings in choosing where to shop. The consumers generally expect the design in merchandise display and promotion to be idiosyncratic and to be segmented from the traditional market.

1. Abbott, L.(1995).Quality and Competition.New York:Columbia University Press.
2. Holbrook, M. B.,Hirschman, E. C.(1993).The Semiotics of Consumption: Interpreting Symbolic Consumer Behavior in Popular Culture and Works of Art.Berlin:de Gruyter.
3. Petrick, J.,Backman, S.(2002).An Examination of the Construct of Perceived Value for the Prediction of Golf Travelers Intentions to Revisit.Journal of Travel Research,41(1),38-45.
4. Schmitt, B.(1999).Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands.New York:The free press.
5. Schmitt, B. H.、王育英譯、梁曉鶯譯(2000)。體驗行銷。台北:經典傳。
6. Schmitt, B. H.、顧淑馨譯(2004)。顧客經驗管理。台北:中國生產力中心。
7. Schmitt, B.,Simonson, A.(1999).Marketing Aesthetics.New York:The Free Press.
8. Veronique, A.,Bernard, C.(1999).Servicescapes: From Modern Non-Places to Postmodern Common Places.Journal of business Research,44,12-13.
9. Yildirim, K.,Akalin-Baskaya, A.,Hidayetoglu, M. L.(2006).Effects of indoor color on mood and cognitive performance.ScienceDirect,3,3233-3240.
10. 李建鴻(1992)。碩士論文(碩士論文)。台北市，東吳大學社會研究所。
11. 李貽鴻(1986)。觀光行銷學―「供應與需求」。台北:淑馨出版社。
12. 李謁政(2005)。建構社區美學：邁向台灣集體記憶之空間詩學。環境與藝術學刊，3，1-12。
13. 星野克美、黃恆正譯(1988)。符號社會的消費。台北:遠流出版社。
14. 郭奕伶(2004)。一天營收一億的電視購物傳奇。商業周刊，854，80-88。
15. 陳育慧(2002)。碩士論文(碩士論文)。台北市，中國文化大學觀光事業研究所。
16. 陳坤宏(1995)。消費文化理論。台北:揚智出版社。
17. 蔡奇睿(2000)。碩士論文(碩士論文)。桃園縣，中原大學室內設計學系。
18. 謝文雀(2000)。行銷管理―亞洲實例。台北:華泰書局。

1. 宋昱璇(Yu-Syuan Song);陳一涵(I-Han Chen)(2023)。複合式購物中心遊客空間認知之感質與情緒感受量表編制之研究。休閒產業管理學刊。16(2)。69-89。