近年來,百貨業為零售產業中最熱門的產業之一,除了販賣產品外,更對消費者提供了環境、氣氛、人員服務、便利性等價值,這些與商店相關之屬性即形成了所謂的商店形象。商店形象是指消費者對零售商店的整體印象,也就是消費者對某一特定商店所提供的諸多屬 性的綜合態度和滿意度。因此對於某一特定業種的零售店商店形象之研究,將有助於業者掌握消費者之所好,發展相關行銷之策略,百貨公司業者如何能在目前競爭激烈的市場中利用各種不同的經營策略來求得生存,將是一個值得研究探討的課題。 本研究結果顯示商店形象可分為5 個構面,分別為實體設施、親子休閒、餐飲娛樂、商店氣氛及賣場風格。商店形象量表之五個構面與商店形象皆達到顯著相關,而其中又以商店氣氛是消費者最重視的構面,其次為實體設施、賣場風格、親子休閒,最後則是餐飲娛樂。 在實體設施構面中,最重視的因素為動線清楚,容易尋找及指標顯眼易懂;對賣場風格構面而言最重視的因素為建築外觀具有吸引力;對商店氣氛而言最重視的因素為乾淨便利的公共設施;對親子休閒構面來看,最重視的因素為假日會帶孩童出外活動;對餐飲娛樂構面來說,最重視的因素為時常舉辦藝文活動。
Extensive surveys on shopping behavior and consumption psychology in developed countries showed that store image is an important factor that determines the success of retail enterprises. The purpose of this study is to examine the relationship between factors and constructs that are important in consumers’perception of store image. A total of 250 valid questionnaires were collected from shoppers in four departmental stores located in Taichung city. Using the structural equation modeling, this study found that physical facilities (e.g. in-store mobility, store layout), parent-children recreation facilities (e.g. playground, family activities), food/amusement (food court/restaurant, cinemas), shop atmosphere (e.g. lights, indoor temperature) and building design are five important constructs that significantly influenced the choice of departmental stores among consumers.