消費者觀點探索百貨公司美學重要性與性別差異分析之研究

Prioritization of Department Store Aesthetics and Gender Differences from Customers' Perspectives

劉仲矩(Chung-Chu Liu) ； 洪羽柔(Yu-Jou Hung)

《美容科技學刊》 13卷1期 (2016/06) Pp. 77-96

https://doi.org/10.30001/JIES.201606_13(1).0005

摘要

百貨公司可能是許多民眾購物的最佳首選。百貨公司面臨激烈競爭，除了便宜的價格，顧客們也越來越注重逛街時的感官感受。美學成了企業的一大競爭力來源，能夠讓企業脫穎而出，將百貨公司結合美學設計，變得非常重要。本研究透過文獻探討歸納百貨公司美學的內涵及相關構面，再透過層級分析法決定構面的重要順序。本研究以顧客為對象，根據研究結果歸納出百貨公司美學的內涵，由視覺、嗅覺、觸覺、聽覺、味覺感官等五種感官知覺構面共20個指標所組成，並且歸納重要順序加以討論，且加以探討性別的知覺差異，提出相關理論與實務建議。

關鍵字

百貨公司 ； 美學 ； 層級分析法 ； 性別差異

並列摘要

Department stores are perhaps the best shopping place for citizens. The advantage of competition among department stores is not only providing customers low prices but also caring about their feeling while shopping. Aesthetics become a source of competitive advantage to make companies better, It is very important for department stores to connect with aesthetics design. Literature review of aesthetic topics and Analytic Hierarchy Process method were adopted. Thirty-one customers were selected. According to the results, the contents of department store aesthetics can be divided into five dimensions. Furthermore, we developed 20 indicators of the five sense and discuss the prioritization of them. On the other hand, we discuss gender differentiation in this study. In the end, we provide some theoretic and practical advice.

並列關鍵字

department store ； analytic hierarchy process ； gender differentiation