臺灣博碩士論文加值系統

購物中心在台灣的發展迅速，國內的購物中心已經進入戰國時代，除了必須與同業競爭外，更面臨各種不同的挑戰。為獲取新顧客並鞏固既有顧客，各家百貨公司推出各種促銷活動，在競爭市場中增加業績的成長，購物中心業者運用各種行銷販促活動及贈品吸引顧客來店購買的頻率及增加顧客到購物中心的誘因。而來店禮在最近幾年為受到許多顧客喜愛，因此來店禮贈品在購物中心中是一項很重要行銷販促活動的策略。本研究以東南亞最大購物中心-夢時代購物中心為研究對象，旨在探討夢時代購物中心兌換來店禮的顧客對於來店禮的整體評價。採用卡片類別(會員卡、聯名卡)、消費品類別（便利品、選購品、特殊品、非搜尋品）作為市場區隔的基礎及市場區隔後的描繪，以利針對不同區隔市場進行目標行銷，研究結果發現，以卡片類別、消費品類別作為區隔變數對於顧客的生活型態、來店禮重視程度、來店禮兌換感受及來店禮整體評價、顧客忠誠度皆有顯著差異。
本研究以結構方程式模型( Structural Equation Modeling, SEM )探討路徑之間的因果關係，以評估各路徑之效果。本研究利用問卷調查的方式，以便利抽樣法進行調查。針對夢時代購物中心進行問卷發放，共發放1000份，有效樣本數為861份，樣本回收率達86.1%，其研究結果摘要如下:

（1） 顧客對來店禮整體評價會正向影響到顧客忠誠度。
（2） 顧客生活型態及來店禮兌換感受不會正向影響來店禮整體評價。
（3） 顧客對來店禮重視程度會正向影響來店禮兌換感受及來店禮整體評價。
（4） 不同生活型態、來店禮重視程度及來店禮兌換感受的顧客在不同卡片類別、消費品類別會正向影響來店禮整體評價。

The market of shopping mall has facing fierce competition from other stores and different retailing format. In order to attract new customers and retain current customers, various promotions are proposed. In order to increase sales amidst intense competition, these shopping mall have to entice the consumers to purchase goods more frequently.The shopping mall have many promotional activities, prizes et al to attract the consumers’ attention and induce them to visit the stores. For the last couple of years, the stores have made heavy use of “Premium”. The factors to be considered while planning the “Premium” promotional activities.
In this study, the largest shopping mall in Southeast Asia - Dream Mall as the research object, This main objective of this study is to probe the special characteristics of those members who visit for gifts, using the different Premium, credit card and member card the base for market segmentation and to describe the different market segments, and enable better marketing in the targeted market segments. Using the different Premium, credit card and member card as the differentiating variable, the results show that different types of consumers have different views about the consumer's lifestyle, Consumer's the important degree with premium,willingness to buy with premium,consummer's satisfaction with Premium.
This research purpose hopes documents in the past of the basis with buildind and constructing the equation way of the structure (Structural Equation Modeling, SEM). This study involved a survey, focusing on the customers viewpoints towards in Dream Mall, granting 1000 questionnaires altogether, retrieve 956, it is 861 that effective sample is counted,86.1% of effective rate of recovey.


The questionnaire survey of this study shows that:
（1）Customer's satisfaction with Premium significant has positively direct influence on customer loyalty.
（2）Customer's lifestyle and willingness to buy with premium has negatively direct influence on customer's satisfaction with premium.
（3）Consumer's the important degree with Premium has positively direct influence on willingness to buy with premium and customer's satisfaction with premium.
（4）Different consumer’s lifestyle, consumer's the important degree with premium and willingness to buy with premium has positively direct influence on customer's satisfaction with premium.

目錄
摘要
Abstract
目錄
圖目錄
表目錄
第一章 緒論 12
第一節 研究背景 12
第二節 研究動機 17
第三節 研究目的 19
第四節 研究問題 20
第五節 研究範圍與流程 21
第二章 文獻探討 24
第一節 服務科學 24
第二節 大型購物中心之探討 31
第三節 贈品促銷活動之探討 40
第四節 顧客滿意度 49
第五節 生活型態區隔之運用 59
第六節 顧客忠誠度 66
第三章　研究方法 70
第一節 研究架構 70
第二節 研究假設 70
第三節 研究變數與操作型定義 74
第四節 問卷設計 87
第五節 研究對象 94
第六節 抽樣設計 98
第七節 實證與資料分析方法 100


第四章 研究結果與分析 107
第一節 樣本資料之敘述性統計分析 107
第二節 信效度檢定及因素分析 116
第三節 整體模式建立與分析 126
第四節 顧客分群之整體模式運用 138
第五章 結論與建議 151
第一節 研究結果討論 151
第二節 管理意涵 157
第三節 研究限制 159
第四節 對後續研究之建議 161
參考文獻 163
附錄：問卷調查表 177

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（三）期刊
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－以行動電話為例。管理研究學報，4(1)，頁23-48。

（四）網站
1.日本購物中心協會( JCSC )：http://www.jcsc.or.jp/
2.中華民國購物中心發展協會網站：http://www.scdc.org.tw/
3.中華民國購物中心協會網頁（2003）：http://www.scdc.org.tw/
4.統一夢時代網站：http://www.dream-mall.com.tw/
5.國際購物中心發展協會 (ICSC)：http://www.icsc.org/


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