格子店承租組合之商店印象探討

The Store Image For The Grid Shop Tenant Mix

蔡岱芸(Tai-Yun Tsai) ； 莊苑仙(Yuan-Hsien Chuang) ； 蔡璧如(Pi-Ju Tsai)

《管理資訊計算》 8卷1期 (2019/03) Pp. 45-55

https://doi.org/10.6285/MIC.201903_8(1).0005

摘要

格子店提供租箱寄賣的服務，與購物中心的櫃位出租相同，均可視為一種承租組合。承租組合的效益具外溢效果，承租組合的品質亦受承租商之間的交互作用關係所影響，良好的承租組合能形成正向的商店印象並提升整體的消費量。本研究檢驗格子店的承租組合效益及零售商相容性對商店印象之影響。對「格子趣」的消費者進行問卷調查，回收有效問卷160份，透過迴歸分析及t檢定驗證假說，得知承租組合效益的多樣性及獨特性對商店印象具顯著正向影響，但承租組合的刺激興奮及承租組合外溢效果的零售相容性高低對商店印象的正向影響則未具顯著效果。可得知對格子店而言，要建立良好的商店印象，應注意承租組合的多樣性及獨特性，刺激興奮及零售相容性的影響則需進更詳細地驗證。

關鍵字

格子店 ； 承租組合 ； 商店印象 ； 零售相容性

並列摘要

A grid store provides a consignment service, which can be regarded as a kind of tenant mix. The benefits of the tenant mix have spillover effects. The quality of the tenant mix is also affected by the interaction between the tenants. This study examines the benefits of the tenant mix and the impact of retailer compatibility on store image. Questionnaire surveyed by consumers of grid store and 160 valid questionnaires were collected. Through regression analysis and t-test verification hypothesis, it is known that the variety and uniqueness of the tenant mix has a significant positive impact on store image, but excitement and retail compatibility on store image has not been satisfied. It can be known that for grid store, to establish a good store impression, attention should be paid to the variety and uniqueness of the tenant mix, and the impact of stimulating excitement and retail compatibility needs to be verified in more detail.

並列關鍵字

Grid shop ； Tenant Mix ； Store Image ； retail compatibility

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