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,探討購物商場空間視覺因素的不同特性以及吸引消費者喜好的因素。 研究主要採用問卷調查法,調查對象為大台北地區的年輕族群消費者;經由文獻收集、探討及與會空間設計業界相關專業人士後,統整出空間視覺因素的構面,做為問卷問題內容的依據。 研究發現:購物商場整體空間的視覺條件確實會影響消費者是否光顧的意願;相較於新式購物中心多樣化的照明風格,消費者喜歡傳統商場空間明亮的照明風格;相較於傳統百貨公司,消費者喜愛新式的、時髦的商業空間呈現方式;除了消費性空間,消費者也非常重視服務性空間(如:廁所與休息區)的視覺印象;新式購物中心的賣場規劃與商品陳設視覺印較可以使市消費者留下視覺印象,進而吸引消費者購物意願。
This study investigated the different properties of spatial visual factors and elements attracting consumer preferences. We adopted the questionnaire survey and focused on the population of young consumers in the six most well-known shopping malls in Taipei. The contents of our questionnaire was established by searching related references and consulting with the professionals in the field of spatial design for the generalization of the spatial visual elements. Our study observed that the visual effects of the whole spatial arrangement in shopping malls indeed influenced the visiting intention of consumers. They preferred the brilliant lightening style in traditional department stores than the various lightening styles in fashionable shopping malls. At the same time, they favored the newly style and modern appearances of commercial space, comparing with conservative decoration. In addition to the consuming space, the consumers also pay much attention to the visual impression on the service space, such as lavatory and rest area. Moreover, for newly fashionable shopping malls, the visual impression and shopping will of consumers were more promoted and attracted by their spatial rearrangement and merchant display.