生活型態與商圈印象與對消費行為之關係研究－以統一夢時代購物中心為例

A Study of Relationships between the Consumer Lifestyle and Business District Image on Consumer Behavior-The Case of Dream Mall

王韻(Y. Wang)

《紡織綜合研究期刊》 20卷3期 (2010/07) Pp. 55-65

https://doi.org/10.6439/TTRJ.201007.0055

摘要

本研究旨了解大型購物中心統一夢時代之消費者生活型態與探究商圈印象與消費者行為之間的關係。資料採用立意抽樣問卷調查法的方式收集，共得到有效問卷294 份，進而透過敘述性統計、因素分析、變異數分析與相關分析等統計分析後，得到結論：(1)消費者生活型態分為：「獨立自主」、「社交生活」、「逛街享樂」、及「時尚新知」等四個構面；商圈印象則分為：「商品」、「環境」、「設施」等三個構面。(2)消費者偏愛以現金的付費方式完成交易，並且絕大多數皆與同學、朋友同行，並習慣隨心所欲的閒逛購物中心，週末及例假日的白天是消費者最喜愛的逛街時段，大多數停留時間達1小時以上。(3)性別、年齡、教育程度、收入及婚姻在生活型態、商圈印象與消費行為上，部分有顯著差異情形，而職業則皆未達顯著差異。(4)生活型態與商圈印象達顯著正相關，然而，消費行為與生活型態、商圈印象則無顯著差異。

關鍵字

大型購物中心 ； 消費者生活型態 ； 商圈印象 ； 消費行為

並列摘要

The purpose of this research is to examine the relationships among store image, consumer lifestyle, and consumer behavior in Dream Mall. Total 294 data were collected through mall-intercepted method by using self-administrate questionnaire. Data analyses methods included descriptive statistic, factor analysis, ANOVA, and Person correlation anaylsis. The results found: (1) the variable of consumer lifestyle had four factors which are ”independence,” ”social life,” ”enjoy shopping,” and ”fashion knowledge.” The store image had three factors which are ”merchandise,” ”environment,” and ”facilities.” (2) For consumer behavior in shopping, we found consumers prefer to pay cash, shopping with friends, the most popular time for them to shopping is weekend or holidy, and they used to stay over an hour in shopping mall. (3) For the demographic factors, only gender, education level, and marry status had significant difference in consumer lifestyle, store image, and consumer behavior. (4) The research variables consumer lifestyle and store image had significant positive relationship, however, consumer behavior doesn't have significant relationships with their lifestyle and store image.

並列關鍵字

Shopping mall ； consumer behavior ； store image ； consumer behavior