- 學位論文
動線規劃對於購物商場使用感受之影響
Influence of Circulation on the User perception in Shopping Malls
摘要
本研究探討主要購物商場的動線規劃現況及消費者對於目前購物商場動線規劃之使用感受，以瞭解消費者的遊逛習性並檢視目前動線規劃上的問題。 研究針對大台北地區中，消費者最為熟悉的六家購物商場進行調查，調查對象為曾去過此六家購物商場且對其有印象的消費者。主要採用問卷調查法，經由文獻調查，統整出「消費行為」、「動線使用感受」、「區域使用感受」之構面，作為問卷問項內容的依據。 研究發現：傳統百貨公司的動線規劃方式，較吸引消費者的遊逛意願；聯外交通不佳的購物商場，會影響消費者前往的遊逛意願；走道規劃會影響消費者的購物意願；百貨公司的動線使用感受與區域使用感受較購物中心好。
並列摘要
In this study, the current status of circulation planning of major shopping malls and consumers’ user perception of circulation planning of current shopping malls were investigated, in order to understand consumers’ habit of wandering around the shopping malls and review the problems of current circulation planning. The research targets were six popular shopping malls in Taipei, and the subjects were the consumers who had visited those shopping malls. A questionnaire survey was conducted to collect data. Based on the literature review, the dimensions of “consumer behavior,” “user perception of circulation” and “user perception of areas” were summarized as the basis for the design of items in the questionnaire. The research results indicated that the circulation planning of traditional department stores can better attract consumers’ willingness to wander. Shopping malls with poor outreach transportation affect consumers’ willingness to wander. Walkway planning affects consumers’ willingness to go shopping. The user perception of circulation and areas of department stores is better than that of those of shopping centers.