顧客價值對商店環境與購買意願關係之影響－以商圈為例

現今國人的消費型態改變，消費者追求的已不再是商品本身，消費者所追求的是在購物過程中體驗到的感受。然而，要讓消費者在購物過程中感受到愉悅，最重要的就是有良好的商店環境。過去有學者研究指出商店環境會透過顧客價值進而影響消費者的購買意願，但卻未考量到不同顧客價值的消費者對商店環境也會有不同的感受。因此本研究將針對消費者的不同顧客價值是否影響商店環境與購買意願的關係。本研究以台北市公館商圈與師大商圈之消費者為調查對象，發放400份問卷共回收有效問卷391份，有效回收率98%，並以多元迴歸分析探討不同的顧客價值對商店環境與購買意願是否具有干擾效果。研究結果發現：商店環境對購買意願具有正向影響，而商店環境社會因素影響為最大，其次依序為設計因素與氛圍因素。顧客價值之享樂性價值不會干擾商店環境與購買意願之關係。顧客價值之實用性價值對商店環境社會因素與購買意願具有負向影響干擾效果；顧客價值之實用性價值對商店環境設計因素與購買意願具有負向影響干擾效果；顧客價值之實用性價值對商店環境氛圍因素與購買意願沒有干擾效果。

關鍵字

商店環境；顧客價值；購買意願

並列摘要

Currently, the patterns of people’s consumption change. Consumers are no longer pursing the product itself, rather they are seeking to experience the process of feeling. However, let consumers feel joyful in the process of purchase, providing store’s good surrounding environment is the most important thing. Previous studies indicated that store’s environment affected the purchasing intention of consumers and mediated by customer value, but those studies did not consider the different customer value of consumers that may have different feeling to store’s environment. Therefore, this study attempts to understand the relationship between store’s environment and the purchasing intention of consumers and whether the different customer value has a moderate effect. The target of this study is the consumers of Gongguan shopping district and Shida shopping district in Taipei City. Of the 400 questionnaires sent out and 391 valid questionnaires were returned, providing a valid response rate of 98 percent. This study adopts multiple regression to explore whether different customer value of consumers has a mediate effete on the relationship between store’s environment and purchasing intention of consumers. The results show that store’s environment has positive significant influence on purchase intention of consumers. Of the influence factors of store’s environment, the social factors affect the most, the design factors next and then atmosphere factors. Additionally, the hedonic value of customer value has no moderate effect on the relationship between the store’s environment and the purchasing intention of consumers. Moreover, the utilitarian value of customer value has a significant negative moderate effect on the relationship between the social factors of store’s environment and the purchasing intention of consumers; the utilitarian value of customer value has a negative moderate effect on the relationship between the design factors of store’s environment and the purchasing intention of consumers; the utilitarian value of customer value has no moderate effect on the relationship between the atmosphere factors of store’s environment and purchasing intention of consumers.