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研究生:陳婉昕
研究生(外文):Wan-Hsin Chen
論文名稱:兩岸大型購物中心娛樂性購物體驗對購買意圖影響之研究
論文名稱(外文):A Study of the Impact of Entertaining Shopping Experience in Shopping Malls on Purchase Intention in Taiwan and China
指導教授:封德台
指導教授(外文):Te-Tai Feng
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:92
中文關鍵詞:購物中心娛樂性購物體驗知覺價值購買意圖
外文關鍵詞:shopping mallentertaining shopping experienceperceived valuepurchase intention
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購物中心為台灣的一種新零售型態,隨著競爭愈趨激烈,吸引消費者的競爭優勢更需突顯出來,經營者若能給予消費者所追求的娛樂性購物體驗,使得消費者對於購物體驗產生良好的價值評斷,勢必能增加獲利的可能。是故,本研究擬以購物中心消費者為研究對象,探討娛樂性購物體驗是否會透過知覺價值而產生購買意圖。研究採便利抽樣,於上海與台灣共八家購物中心門口以問卷方式進行調查,合計取得370份有效樣本,有效回收率82%,以迴歸分析檢驗研究假設之關係。經試驗後發現:1. 知覺價值為娛樂性購物體驗和購買意圖間之中介變項。2. 研究再次驗證知覺價值與購買意圖間的關係於購物體驗的背景下亦是成立的。最後,依據上述發現提出理論與行銷實務上之意涵。
Shopping mall is a new type of retail context in Taiwan. Because the competition is being heavily, managers must try their best to show their competitive advantages. If they can provide the entertaining shopping experience which consumers hunger for and let consumers have positive judgments, they will get much more possible of making a profit.In order to realize the phenomenon, this study took shoppers of shopping mall as the study object, and tried to confer whether consumers will have purchase intention through perceived value by those entertaining shopping experiences.This study was proceeded by convenience sampling, and investigated by questionnaire in eight shopping malls in Shanghai and Taiwan, and obtained 370 responses as a validation sample, and the effective response rate was 82%; by regression analyses, we got the following results: 1. Perceived value mediates the relationship between entertaining shopping experience and purchase intention. 2. This study once again confirmed that the relationship between perceived value and purchase intention in shopping experience context is also supported. Finally, we put forward concrete theories and marketing actual situation by the basis which is above-mentioned.
內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 3
第三節  研究流程............... 3
第四節  研究範圍與對象............ 5
第二章  文獻探討................. 6
  第一節  購物中心............... 6
  第二節  娛樂性購物體驗............ 14
  第三節 知覺價值............... 21
第四節 購買意圖............... 26
第五節 娛樂性購物體驗與知覺價值之關係.... 27
第六節 知覺價值與購買意圖之關係....... 27
第七節 娛樂性購物體驗與購買意圖之關係.... 28
第三章  研究方法................. 30
  第一節  研究架構............... 30
  第二節  研究假設與推論............ 30
第三節  變項之操作性定義與衡量........ 32
第四節  研究設計............... 36
第五節  資料分析方法............. 40
第四章  實證分析與結果.............. 42
  第一節  樣本基本資料描述........... 42
  第二節  上海與台灣各構面之基本分析...... 45
第三節  迴歸模型分析............. 46
第五章  研究結論與建議.............. 60
第一節  研究結論............... 60
第二節  理論與實務意涵............ 64
第三節  研究限制與後續研究建議........ 66
參考文獻 ..................... 68
附錄A  上海地區購物中心.............. 84
附錄B  台灣地區購物中心............. 86
附錄C  問卷設計版................ 88
附錄D  問卷發放版................ 90

表目錄
表 2- 1 購物中心之定義................ 8
表 2- 2 國際購物中心協會購物中心之分類........ 10
表 2- 3 中華民國購物中心協會購物中心之分類...... 11
表 2- 4 購物中心、百貨公司與量販店之比較....... 13
表 2- 5 購物者的類型................. 15
表 2- 6 購物體驗的分類................ 17
表 2- 7 知覺價值的定義................ 22
表 2- 8 知覺價值的多重構面.............. 24
表 3- 1 娛樂性購物體驗衡量問項............ 34
表 3- 2 知覺價值衡量問項............... 35
表 3- 3 購買意圖衡量問項............... 36
表 3- 4 五種題項分析結果表.............. 38
表 3- 5 預試問卷信度................. 39
表 3- 6 上海與台灣兩地問卷發放回收表......... 39
表 3- 7 上海與台灣問卷信度統計表........... 40
表 4- 1 上海與台灣受訪者基本資料之百分比分佈..... 43
表 4- 2 上海與台灣受訪者各構面之T檢定......... 45
表 4- 3 上海樣本相關係數表(N=126)........... 47
表 4- 4 台灣樣本相關係數表(N=244)........... 48
表 4- 5 上海樣本娛樂性購物體驗對知覺價值迴歸分析摘要表. 50
表 4- 6 台灣樣本娛樂性購物體驗對知覺價值迴歸分析摘要表. 51
表 4- 7 上海樣本知覺價值對購買意圖迴歸分析摘要表.... 52
表 4- 8 台灣樣本知覺價值對購買意圖迴歸分析摘要表.... 54
表 4- 9 上海樣本娛樂性購物體驗對購買意圖迴歸分析摘要表. 55
表 4-10 台灣樣本娛樂性購物體驗對購買意圖迴歸分析摘要表. 56
表 4-11 知覺價值的中介效果之迴歸分析結果(標準化迴歸係數) 59
表 5- 1 假設檢定結果彙總............... 61
表 A- 1 上海地區購物中心彙總.............. 84
表 B- 1 台灣地區購物中心彙總.............. 86

圖目錄
圖 1-1 研究流程................... 4
圖 2-1 體驗的國度.................. 18
圖 2-2 兩種影響娛樂性購物體驗的要素特性....... 19
圖 2-3 三種影響娛樂性購物體驗的要素特性....... 20
圖 3-1 研究架構................... 30
一、中文部份

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