本研究之主要目的在於探討苗栗市光復路商圈店家業者對於經濟部商業司委託輔導單位執行之『苗栗市光復路商店街開發推動計畫』的認知與參與情形,並試圖瞭解商圈店家未來參與商店街開發之意願;然後依據研究分析結果,提出改善店家認知及提高參與意願之策略,以提供光復路商店街未來發展之參考。在研究方法上,採用封閉結構式問卷調查,調查時間為民國九十一年九月至十月,針對光復路商圈店家業者進行普查,共回收有效問卷62份,以SPSS統計軟體執行描述性分析,包括信度分析、因素分析與變異性分析,而經研究分析結果所獲致結論如下: (一)商圈店家對於輔導單位三年來所執行的各項工作認為具有具體成效者,普遍偏向於活動的舉辦;而在其他如商店街形象塑造、組織建立與訓練、行銷推廣等方面均未能達到應有的成效。 (二)「店家意見整合不易」是影響光復路商店街開發之最大課題。 (三)「造成租金的上漲」是光復路商店街開發所帶來之最大負面影響。 (四)商圈店家過去對於商店街開發以「參加節慶主題活動(如耶誕嘉年華、山城趕集)」的頻率最高;而未來對於商店街開發亦以「參加節慶主題活動(如耶誕嘉年華、山城趕集)」的意願最高。 (五)攤販對於商店街開發之「未來參與意願」高於擁有店面的商家(自有者及承租者)。 (六)商圈店家對於商店街開發計畫之認知與瞭解程度越高,則對於商店街開發計畫之參與頻率及參與意願越高。 (七)商圈店家對開發影響認知之「正面效益因素」構面以及對開發計畫成果認知之「行銷推廣因素」與「形象塑造因素」構面,與商圈店家對商店街開發之未來參與意願具有顯著的正向相關。
Taiwan Department of Commerce has spent three years to execute ”The Plan of Develop Kuang Fu Road Commercial District in Miaoli City”. This study was exploring the cognition and participation degree of Kuang Fu Road's storekeepers to development commercial district in Miaoli City. And also researches for the aspiration of participate. For future commercial district development, this research offers some strategies to increase storekeepers' participation, and to improve their cognition. As the data analysis, this study gets some results: 1. Under those three years, the most effective thing for storekeepers was ”to hold activities”; but there are ineffective for ”image mold”, ”create organization and training”, and ”marketing”. 2. The most important impact of this plan is ”not easy to combine storekeepers' opinions”. 3. The most important negative impact of this plan is” rental raise”. 4. ”Join festival theme activities” was the most frequently experience for storekeepers in the past, and it's for future participation, too. 5. Street vendors were more active in” future participation” than store seller (both the owner and renter). 6. More cognition and understanding about the plan were more participating. 7.” Positive effectively factor”, ”marketing factor”, and ”image mold factor” were significant related to ”future participation”.