空間印象、生活型態與忠誠度關係之研究－以星巴克為例

An Empirical Study on the Relationships among Space Image, Life Style, and Loyalty of the Starbucks' Customers

10.30105/JDS.200312.0005

莊修田；陳文麗

空間印象 ； 生活型態 ； 忠誠度 ； space image ； life style ； loyalty

設計學研究

6卷1期（2003 / 12 / 01）

81 - 99

繁體中文

本研究以星巴克咖啡店的消費者為問卷調查對象，探討其空間印象、生活型態與忠誠度之間的關聯性。經以電腦統計軟體對301份有效問卷統計分析結果發現：（1）空間印象的6個因素當中，受測者最滿意的是「店內氛圍」；（2）空間印象、生活型態各因素與忠誠度之間，大部分呈顯著正相關；（3）消費者對星巴克忠誠度的預測變項為：「店內氛圍」、「月消費次數」、「天花與標誌」、「流行品味」、「感性消費」，這5個變項聯合可預測忠誠度35﹪的變異量；其中，屬於空間印象因素的「店內氛圍」與「天花板與標誌」其可預測的變異量佔總量的75.4﹪，此結果反映了空間設計因素對於顧客忠誠度具有一定程度的影響力。本研究結果可做為室內設計業者對於商業空間規劃與設計上的參考。

The purpose of this empirical study was to explore the relationship among space image, life style, and loyalty of customers. An investigation was conducted to the customers of Starbucks Coffee 5 chain stores in Taipei. The data collected from 301 samples were analyzed in aid of SPSS computing software. The statistically significant findings were as follows: 1. Among the 6 factors of space image, “interior ambience” was the most satisfied one. 2. There were significant and positive correlations between most factors of space image, life style, and royalty. 3. There were five predictive variables for royalty; the total explained variance was 35%, and two factors of space image possessed 75.4% of the total explained variance. This result showed the substantial effect of space design on customer royalty. These findings were expected to be helpful for the planning and designing of commercial spaces.

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