顧客對於休閒性消費空間設計認同與消費體驗選擇之研究

本研究目的探討顧客對於休閒性消費空間設計的認同與消費體驗選擇之間的關係。動機是瞭解企業應該如何去設計一個具有品味，顧客認同的休閒消費購物空間。研究地點以流行休閒性消費的台北京站時尚廣場。研究對象為時尚廣場的消費群體。研究工具為結構式問卷。抽樣方式採用立意抽樣，問卷發放於2010年10月中旬，共發放400份問卷，獲得有效樣本384份。研究結果發現，時尚廣場的消費群體：以女性為主，職業以服務業居多，顧客經濟能力較强，消費主要目的為休閒、放鬆心情，重視消費空間設計。另在研究中發現女性除將購物場所當作一種購物地方外，亦認為是消磨時間的休閒場所。消費群體中不論人口統計變數有何特徵差異，但消費空間設計的認同，是會影響到他們消費空間體驗的選擇。消費者期望中的消費體驗是具有獨特品味，無論是在商品的陳列或銷售的方式，也希望與一般的消費市場能夠有明顯區隔。

關鍵字

消費空間設計認同；消費體驗選擇；獨特品味；時尚廣場

並列摘要

The purpose of the study is to discuss the relation between the identities of customers toward recreational shopping space design and the customers' willingness in shopping in the very space. The motivation is to gain better understanding in the know-how of constructing a shopping space that would provide a leisure environment for consumers to come back again and again, willingly. The study is conducted in the fashion-recreational commerce centered Taipei Q square. The subject of the study is the group of consumers in the square. The instrument for the study is structured questionnaire. The sampling method is non-random purposeful sampling, performed in mid-October 2010. There are 400 questionnaires distributed, and 384 recollected effective. The findings are: the majority of the consumers in the Q square are female, and of service occupation; customers are generally of the better economical status, and their purposes of shopping are for leisure and to relax; the customers also place significant attentions to the shopping space design. The other findings include: Female consumers generally will treat the shopping space not only as a place for good purchasing, but also will treat it as a place for time-filling leisure. The study concludes: no matter how the characteristics (sex, age, occupation) of sampled subjects vary, their identities toward the shopping space will invariably affect their decision makings in choosing where to shop. The consumers generally expect the design in merchandise display and promotion to be idiosyncratic and to be segmented from the traditional market.