應用德菲層級程序法探討購物中心承租戶室內裝修專案之關鍵指標

臺灣近年來經濟快速發展，民間累積出相當可觀之消費力，購物中心經營規模早已為綜合商品零售業之首。隨著百貨業的蠶食與各類型零售市場的競爭，加上新的購物中心不斷的崛起，整體營運成長更顯趨緩。購物中心及其承租戶亦無不用心思考如何透過室內裝修專案之方式，以期達成刺激消費、提昇品牌競爭力之目的。本文將探討室內裝修專案之關鍵評估指標，並驗證各評估指標之權重次序。藉由專家深度訪談及文獻探討，建立評估指標之基礎架構，接續應用德菲層級程序法（Delphic Hierarchy Process; DHP）進行專家問卷數據之分析及驗證，確立各項指標之優先次序並擬定對策。經數據之實證，將可提出「購物中心承租戶室內裝修專案」之整體架構，做為業者日後執行室內裝修任務時，進行專案資源合理分配與應用之重要依據，並滿足消費者享有更優質的購物環境品質以及對於購物中心及銷售商店的整體期待。

關鍵字

購物中心；室內裝修；德菲層級程序法

並列摘要

Due to the rapid economic development in the recent years in Taiwan, the citizens have accumulated the considerable consumption ability. The management scale of shopping mall has long been the head of non-specialized retail industry. With increasing mergers and acquisition in department stores industry as well as competition among all spectrum of retail markets, new shopping malls keep on rising which leads to slow down in overall operation growth. Both the shopping malls and their tenants intent to stimulate consumption and increase competitiveness of all brands through interior decoration projects. The aim for the study is to have a discussion on the crucial indicators of tenant' interior decoration projects in shopping malls and to further verify the priorities of the indicators. This study is based on expert interviews and literature reviews to establish the preliminary basic framework of the evaluation targets, with Delphic Hierarchy Process (DHP) method applied to conduct the analysis, examination, and verification of the statistics from the questionnaires filled out by experts, and further ensure the priorities of the evaluation indicators to make the responsive strategies. On the basis of the statistics, this study shall propose the overall evaluation framework of ＂The Interior Decoration Project for the Tenants in Shopping Malls,＂ which can be served as an important reference for rational allocation, planning, and application when the dealers conduct the interior decoration projects in the future.