摘 要 本研究首次應用因素分析法及多元尺度法於商空設計領域,百貨公司之空間形象問題研究。研究目的在於以比較客觀、科學和務實的方法,將消費者對百貨公司空間形象認知與偏好的心理量,化為可計測的物量模式,藉此進一步了解消費者所偏好之百貨公司空間形象設計特徵元素。 本研究調查分兩階段進行:首先邀請四位專家篩選具代表性的受測空間形象相片10組,及編輯空間屬性形容詞來對消費者做意象投射問卷調查,經因素分析萃取具代表性10組空間屬性形容詞;其次將10組空間屬性形容詞與10組受測空間形象相片結合編製偏好性、近似性和屬性評量調查問卷,進行第二階段調查。調查資料透過MDS程式的分析,結果整理如下:一、「學生族群」與「專業族群」對於受測空間近似性群化現象認知有極大的差異。二、「學生族群」與「專業族群」對屬性集群達成一致性共識。三、MDPREF偏好性認知空間可用兩個向度架構,兩族群向度命名詮釋除向度一負軸有些許差異外,基本上認知相同。四、較偏好與較不偏好受測空間的偏好基本上無較大差異。五、MDPREF與PREFMAP分析兩族群偏好的認知結果趨於一致,且均具有可信之水準。六、偏好向度方面「學生族群」較偏好「都會時尚」屬性;「專業族群」較偏好「科技主題」屬性。因此「學生族群」對百貨公司空間形象可定位為:一、偏好向度屬性依強度分別為「都會時尚」、「新古典」、「自然休閒」;二、偏好受測空間依偏好順序為第十組、第七組、第八組、第九組。研究結果可知MDS研究與評估方法,對設計作業具有一定程度的啟發性與可行性,值得大力推廣。本研究結果可做為商業空間設計者以及百貨零售業者,於開店或改裝前滿足其目標客層所偏好空間形象定位方法及實務設計上之參考。 關鍵詞:百貨公司、空間形象、市場區隔、定位、商空設計、多元尺度法
Abstract For the first time, this research applies the “factor analysis” and “MDS (Multidimensional Scaling Analysis) to study the viewpoint of “student group” to the department store spatial images. Our purpose is to utilize a more objective, scientific and practical method to transform “the consumer awareness and preference across the different market segments” into a measurable quantitative model. Furthermore, we can understand the consumer preference and characteristic factors to the department store’s spatial image design. This research is divided into two stages: 1. First, invite four experts to select 10 representative sets of testing spatial image photos; and 10 representative adjectives for the spatial attributes. Then, combine 10 sets of adjectives and 10 sets of spatial image photos to edit “preference, similarity and attributes” questionnaire for further study. 2. Gather the questionnaire and analyze by MDS program. The outcomes are as followed. (1) There is tremendous difference toward the spatial similarity awareness between “student group” and “professional group”. (2) “student group” and “professional group” reach consensus to the spatial attributes. (3) MDPREF preference awareness toward the space can use two dimentional axes. Basically “student group” and “professional group” share the common awareness in spite of the little difference for the negative axis. (4) Basically there is not much difference between the preference and non-preference toward the testing space. (5) Either MDPREF or PREFMAP analysis, the awareness outcomes are almost the same and reliable. (6) Regarding the preference, “student group” prefer “Metropolitan Vogue” attribute, while “professional group” prefer “Technologic Topic”, “New Classics”, “Nature Leisure” attributes. As a result, for “student group” , the department store’s spatial images can be positioned as the followed, 1. The preference attributes (in the order of the intensity) are “Metropolitan Vogue”, “New Classics” and “Nature Leisure”; 2. The preference spaces (in the order of the preference) are “Group 10”, “Group 7”, “Group 8” and “Group 9” It implies that, the MDS research and evaluation could be enlightening and practical, so it is worth promoting. And this research outcome can provide the commercial space designers and merchandise retailers the references to position the target consumers’ preferred spatial image and design. Keywords: Department store, Spatial images, Market segmentation, Position, Commercial space design, MDS (Multidimensional Scaling Analysis)