臺灣博碩士論文加值系統

近年來，商店實體環境塑造在服飾零售業已成為重要的一環。由於市場競爭日趨激烈，許多品牌往往透過情境因子的操弄來刺激消費者的感官知覺與心理知覺，藉此維繫並創造消費者持續不斷的惠顧行為。儘管實體環境因素已逐漸取代傳統行銷所扮演的角色(Zeithaml and Bitner,1996)，台灣在實體環境暗示對於消費者商店印象知覺及行為模式的探討仍較缺乏。
本研究依據Baker(1987)所提出之實體環境構面作為外生變數，探討其對消費者商店印象知覺變數及行為反應之關聯。此外，本研究更以商店型態作為干擾變數，探討消費者之心理決策模式是否會因品牌專賣店、百貨公司專櫃有所差異。
本研究採用LISREL線性結構關係模式進行模式的評估與修正，結果顯示商店環境中的有形因子，如設計、社會因素對於消費者知覺服務品質、知覺商品品質及知覺貨幣價格等皆有顯著影響。而無形的週邊因子雖對商店印象知覺影響不顯著，然而模式經修正後，仍顯示其對於消費者行為反應有影響力。而在商店型態的干擾上，顯示當消費者在品牌專賣店所知覺的設計、週邊因素愈正面，其知覺貨幣價格會顯著高於百貨公司專櫃。然而，對品牌專賣店而言，消費者知覺貨幣價格愈高愈易產生迴避反應。反之，在百貨公司專櫃時，消費者知覺貨幣價格愈高愈易促成其趨進行為。因此，零售業者在操弄商店環境因子之前，需針對不同的客層需求及不同的商店型態作出規劃，以期達到吸引顧客惠顧之最佳效果。

In recent years, the construction of store environment becomes an important part of the clothing retail industry. Because of the severe competition, apparel retailers use multiple environment elements to stimulate consumers’ cognition and sense experience in order to maintain the continuous patronage behavior of consumers’. Although the physical evidence is taking the place of the role of traditional marketing (Zeithaml and Bitner, 1996), the research on how store environment cues influence consumers’ store image perception and patronage behavior is scarce.
The research use the perspective of Baker’s physical environment as exogenous constructs, to test the influences to consumers’ store image perception and behavior, and use store type as interfere constructs to realize the differences between the specialty stores and department stores.
After analyzing the model by LISREL, we found that the visual elements, such as design and social factors could influence the service quality perceptions, merchandise quality perceptions and monetary price perceptions. Although the relationship between ambient factors and store image perception are not significant, the modified model shows that the ambient factors could influence the consumers’ behavior. Also, the interfere effects of store type shows that the higher visual factors was perceived, the consumers in specialty store will have higher monetary price than in department store. For specialty store, the higher monetary price perception results avoidance responses. But in department store, the higher monetary price result approach responses. Therefore, retailers should be aimed at main consumers making different scheme for different store type to attract the consumers’ patronage behavior.

目錄
中文摘要 i
英文摘要 ii
誌謝 iv
目錄 v
圖目錄 vii表目錄 viii
第一章 緒論
第一節 研究背景 01
第二節 研究動機 03
第三節 研究目的 05
第四節 研究流程 05
第二章 文獻探討
第一節 商店實體環境 06
第二節 商店印象知覺 12
第三節 商店實體環境與商店印象知覺 23
第四節 商店實體環境、商店印象知覺與消費者行為 29
第五節 商店型態與實體環境暗示及商店印象知覺之關聯 35
第三章 研究方法
第一節 研究架構 39
第二節 研究假設 40
第三節 研究變數與操作性定義 42
第四節 研究對象 47
第五節 抽樣方法 47
第六節 量測工具敘述 50
第七節 分析方法 51
第八節 問卷信度與效度 52
第九節 效度分析 55
第四章 資料分析及結果
第一節 樣本分析 57
第二節 相關分析 59
第三節 研究假設驗證結果 60
第四節 商店型態之干擾效果分析 63
第五節 模式的評估與修正 65
第五章 結論與管理意涵
第一節 結論 68
第二節 管理意涵 73
第三章 研究限制與未來研究方向 77
參考文獻
中文部分 79
英文部分 80
附錄一 正式施測問卷
附錄二 本研究各變數構面題項負荷量、T檢定值、複合信度表

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