本研究旨在了解夢時代購物中心消費者休閒動機與休閒效益之關係。研究目的為:(1) 了解前往夢時代購物中心消費者消費特性。(2) 探討不同社經背景消費者休閒動機與休閒效益之差異情形。(3) 分析消費者休閒動機與休閒效益之關係。透過問卷調查的方式,共獲得有效問卷426份,結結果發現,夢時代購物中心消費者女性居多,年齡介於20-39歲。在休閒動機方面,透過因素分析得到「放鬆紓壓」、「社交互動」、「學習新知」、「社會認同」、及「創意增長」五個休閒動機因素。在休閒效益方面經因素分析得到「社交放鬆」、「美學」及「成就感」三個休閒效益因素。經相關統計分析結果發現不同社經背景消費在性別、年齡、職業、教育程度及友伴性質會造成休閒動機之差異。不同社經背景消費者在性別、職業、友伴性質及是否購物會造成休閒效益之差異。多元迴歸分析得知購物中心消費者休閒動機對休閒效益有正向相關。 研究結果發現消費者到購物中心的動機是基於休閒娛樂,而從購物中心消費者角度來看休閒動機與休閒效益的結果顯示有別於一般遊憩旅遊的休閒動機與休閒效益。此研究有助於購物中心了解消費者消費特性並做為未來規劃的參考依據。
This research is for the purpose of understanding the Dream Mall consumers leisure motivation and leisure benefits. The purposes of this study were: (1) to understanding goes to the Dream Mall consumer to expend the characteristic. (2) discusses demographical differences among consumer ‘s leisure motivation and leisure benefits. (3) analyzes the consumer leisure motivation to influence of the leisure benefits. The penetration questionnaire survey way, altogether obtains effective questionnaire 426. Result discovery, Dream Mall consumer female is in the majority, the age is situated between 20-39 years old. Obtains by the factor analysis, “the name brand confuses thinks”, “The relaxation expresses the pressure”, “public relations interaction”, “study new knowledge’’, “social identity’’ and “the creativity grows’’ and so on five leisure motivation factor; and“the public relations relax”, “aesthetic” and “sense of achievement” and so on three leisure benefits. After the related statistical result discovered that demographical differences consumer in the sex, the age, the occupation, the education level and the companion nature will create difference of the leisure motivation. Demographical differences consumers in sex, occupation, companion nature and whether the shopping will create difference of the leisure benefits. In the linear regression analysis knew the leisure motivation has the forward correlation to leisure benefits. The findings discovered that the consumer to shopping mall’s motive is based on the rest and recreation. But looking from the shopping mall consumer angle the leisure motivation and the leisure benefit''s result showed that is different with the general amusement and rest activity. This research is helpful in the shopping mall understood that the consumer expends the characteristic, and will do for the future plan reference