- 學位論文
消費者對地下街環境使用滿意度之研究-以誠品站前地下街為例
A Study on the Consumer Satisfaction to the Use of Enviroment of Underground Arcade- A Case Study of the Eslite Underground Mall
摘要
由於人口的增加與都市的急遽發展造成都市土地使用的不足。政府為使土地作更集約有效的利用，有逐漸地將都市土地朝向立體化發展的趨勢，而將地下街賦予兼具行人通道與商場功能之多目標使用型態。位於台北車站前之站前地下街，「台北新世界購物中心」啟用五年多，因嚴重虧損，前年起人潮一落千丈。現今由誠品集團重新裝潢並改名「誠品站前地下街」進行營運；而消費者對於不同的地下街環境使用的滿意度會隨著其規劃設計、營運管理及商業型態…等對於環境認知所產生之環境因子變數而有所差異。因此，本研究以探討地下街消費者對於環境使用的滿意度為目的，透過文獻回顧了解滿意度的定義與影響消費者滿意度的因子，及現況調查釐清站前地下街的概況與消費者的環境行為，進而彙整分析影響消費者對環境使用滿意度的因子；並將文獻回顧及現況調查中主要影響消費者滿意度的原因分成三個面向，分別是周圍、設計及社會因子，進行對消費者環境滿意度之問卷調查並進行SPSS統計分析，最後研擬對誠品站前地下街之改善建議，冀能作為未來其他地下街之規劃參考。 研究結果顯示誠品站前地下街消費者對於整體規劃設計大致滿意，唯獨年長者對於本地下街規劃滿意度較低。建議未來地下街的規劃設計，宜考量所有使用者的需求，並可因地制宜結合當地行銷活動與文化特產，形成具有當地特色之地下街，以提升其消費者對地下街之吸引力。
並列摘要
Due to the rapid increase in population and the urbanization have casued insufficient land for urban development use. Government for more efficient use of land for urban land gradually toward the three-dimensional development, for both pedestrians road and shopping malls function of land and underground street multi-objective use patterns.The underground Street, located in the Taipei Railway Station, Taipei New World Shopping Center is enabled for more than five years because of the deficit, now is for the Eslite Group redecorating and renamed the Eslite Underground Street operations. And satisfaction with its planning design, operations, management and business types are different from environmental cognition and environmental factor variables used by consumers in different underground street environment. Furthermore, the study has made an integrated analysis of affecting consumer satisfaction factor to the environment. The main reasons of affecting consumer satisfaction include social, design and ambient factors. The study found that the Eslite Underground Street consumers for the overall planning and design generally showed satisfactory condition, except the older people do not satisfied.Suggeest underground street planning and design to do the planning and design for the majority of the population, not only limited to minorities. And under diversified development in the future, planning local activities, combine with local cultural specialties in the underground street to increase the attraction.
參考文獻
延伸閱讀
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