消費者對大型購物中心意象與體驗之研究－以台北市微風廣場購物中心爲例

The Study on the Image and Experience of Customers in Shopping Mall-A Case of Taipei Breeze Center

江昱仁(Yu-Jen Chiang) ； 蔡進發(Chin-Fa Tsai) ； 林彥廷(Yen-Ting Lin)

《運動休閒餐旅研究》 3卷3期 (2008/09) Pp. 141-167

https://doi.org/10.29429/JSLHR.200809_3(3).09

摘要

本研究以台北市微風廣場購物中心爲研究地點，旨在探討消費者對大型購物中心之意象、體驗之看法及其間之關係。且運用IPA結合SWOT分析方式，以瞭解消費者對大型購物中心體驗行銷項目之改善順序。本研究以問卷法進行調查，有效問卷爲411 份。主要研究結果如下：1.最令消費者感到深刻的意象是「可以買到知名的品牌」，因素分析結果購物中心意象歸類爲「購物多樣性與氣氛」、「空間設施服務」、「活動與便利性」以及「價格認知」等四個意象因素。不同消費者之基本資料與消費特性對意象因素有顯著差異。2.在體驗行銷中，消費者對於「整體視覺上是舒服的」最重視，對「此購物中心商店的商品都是時尚精品」滿意度最高。不同消費者之基本資料與消費特性對體驗行銷滿意度有顯著差異。而體驗行銷之「感官體驗」、「行動體驗」、「思考體驗」及「關聯體驗」對整體滿意程度有顯著影響。3.由典型相關結果可知消費者對「活動與便利性」愈不深刻，其「情感體驗」之滿意度愈低；對「活動與便利性」愈深刻，其對「行動體驗」也就愈滿意。4.「感官體驗」、「行動體驗」、「思考體驗」、「關聯體驗」等四個體驗行銷構面對微風廣場整體滿意程度有顯著的正向影響。5.經IPA分析得知，「餐飲是美味的」、「使我覺得清新悠閒、輕鬆自在」、「服務使我覺得溫馨、親切」、「適時推薦，使我嘗試新事物」及「提醒我注意社交禮儀」是急需改善的項目。

關鍵字

購物中心 ； 意象 ； 體驗 ； 體驗行銷

並列摘要

The purpose of this research is to understand the image and experience of customers to the large-scale shopping mall, and the relationships between image and costumer satisfaction from the view of experiential marketing. In addition, providing the improving priorities of the items of experiential marketing by using importance-performance analysis linked with SWOT mode also are included. The main findings were as following: 1. To costumers, the most impressed image is 'A lot of known brands can be bought here'. Four image factors including Diverse Merchandises and Atmosphere, Space Facilities and Service, Activities and Convenience, Cognition of Price were generated through factor analysis. It is found that different customer's personal and consuming characteristics show significant difference to the image factors. 2. To the experiential marketing, it is found that different customer's personal and consuming characteristics show significant difference to the dimensions of experiential marketing. The 'sense experience', 'act experience', 'think experience', and 'relate experience' of experiential-marketing dimensions show significant influence to the integrated satisfaction. 3. By using the correlation analysis, it is found that the image factors have significant positively correlation with the dimensions of experiential-marketing satisfaction. 4. The 'sense experience', 'act experience', 'think experience', and 'relate experience' of experiential-marketing dimensions have significant positively influenced on the integrated satisfaction. 5. By using I.P.A, it is shown that 'Food and beverage of restaurant', 'Feel leisurely and relaxation', 'Friendly service', 'Offer suggestions', and 'Social courtesy' are the urgent priorities should be improved.

並列關鍵字

shopping mall ； image ； experience ； experiential marketing

參考文獻

沈進成、廖若岑、周君妍(2005)。遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究－以華山咖啡爲例。戶外遊憩研究。18(3)，59-79。

中華民國購物中心協會網頁

微風廣場網站

Abbott, L.(1955).Quality and competition: an essay in economic theory.New York:Columbia University Press.

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