百貨業競爭程度非常激烈，國內的百貨公司還是不斷在擴大規模及成立分店，因此要如何提升服務品質，以提升競爭優勢，亦是各家百貨公司關注的議題。而透過環境營造，為百貨公司創造獨特的消費情境，可使消費者對百貨公司產生正面的體驗價值以及誘發享樂購物動機。本研究主要在探討百貨公司服務品質、體驗價值、享樂購物動機與顧客忠誠度之間的相關性及其影響關係。其研究對象為全臺灣北、中及南部地區曾經到百貨公司的消費者進行問卷調查，並藉由統計方法來進行資料分析。

經由分析結果得知：1服務品質、體驗價值、享樂購物動機及顧客忠誠度之間皆具有顯著正向相關性。2.服務品質對體驗價值及享樂購物動機，體驗價值與享樂購物動機對顧客忠誠度具有顯著正向及直接影響關係。而服務品質不會顯著正向及直接影響顧客忠誠度，但會藉由體驗價值或享樂購物動機兩個中介變項來影響顧客忠誠度。3.不同服務品質區隔之集群對體驗價值、享樂購物動機及顧客忠誠度存在顯著之認知感受差異。4.人口統計變數之性別對享樂購物動機及顧客忠誠度存在顯著之認知感受差異。

In the highly-competitive department stores, the department stores in Taiwan still continue to expand and grow. Therefore, this is an important issue focused on how to improve service quality to gain competitive advantages. The consumers have the positive experience value to affect hedonic shopping motivations through an unique consuming environment of the department store. This study focuses on the effect of service quality, experience value and hedonic shopping motivations on customer loyalty. The consumers of department stores in Taiwan were as a research subject. The questionnaire survey was executed by the sampling method. The collected data were analyzed by using statistical methods.
The results of this study show that (1) there is a significantly positive correlation among service quality, experience value, hedonic shopping motivations, and customer loyalty; (2) Service quality has a significantly direct effect on experience value, hedonic shopping motivations. Experience value and hedonic shopping motivations have a significantly direct effect on customer loyalty. Moreover, service quality does not have a significantly direct and positive effect on customer loyalty, but might shape total experience value or hedonic shopping motivations, the two mediators, and in turn affects customer loyalty as a result; (3) the various groups based on service quality have significantly different perceptions on experience value, hedonic shopping motivations, and customer loyalty; (4) demographic variables such as gender of residence also have significantly different perceptions on hedonic shopping motivations and customer loyalty.

摘 要 I
ABSTRACT II
誌 謝 III
目 錄 IV
表目錄 VII
圖目錄 IX
一、 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究範圍與限制 4
1.3.1 研究範圍 4
1.3.2 研究限制 4
1.4 研究流程 4
二、文獻探討 6
2.1 百貨公司 6
2.1.1 百貨公司定義 6
2.1.2 百貨公司經營型態 7
2.2 服務品質 9
2.2.1 服務品質之定義 9
2.2.2 服務品質之衡量因素構面 11
2.2.3 服務品質的衡量模式 14
2.3 體驗價值 17
2.3.1 體驗價值之定義 17
2.3.2 體驗價值之衡量因素構面 18
2.4 享樂購物動機 22
2.4.1 享樂購物動機之定義 22
2.4.2 享樂購物動機之衡量因素構面 23
2.5 顧客忠誠度 24
2.5.1 顧客忠誠度之定義 24
2.5.2 顧客忠誠度之衡量因素構面 25
三、研究方法與設計 27
3.1 研究架構 27
3.2 研究假說 28
3.2.1 服務品質與體驗價值之相關性及其影響關係 28
3.2.2 服務品質與享樂購物動機之相關性及其影響關係 29
3.2.3 體驗價值與顧客忠誠度之相關性及其影響關係 29
3.2.4 享樂購物動機與顧客忠誠度之相關性及其影響關係 30
3.2.5 服務品質與顧客忠誠度之相關性及其影響關係 30
3.2.6 服務品質區隔之集群對體驗價值、享樂購物動機及顧客忠誠度之認知感受差異 31
3.2.7 人口統計變數對服務品質、體驗價值、享樂購物動機及顧客忠誠度之認知感受差異 31
3.3 研究變項之操作型定義 32
3.4 問卷設計 34
3.5 抽樣設計 38
3.5.1 問卷發放 38
3.5.2 抽樣範圍與對象 39
3.5.3 樣本設計 39
3.6 資料分析方法 39
3.6.1 描述性統計分析（Descriptive Statistics Analysis） 40
3.6.2 信度分析（Reliability analysis） 40
3.6.3 效度分析（Validity analysis） 40
3.6.4 單一樣本t檢定（One Sample t-test Analysis） 40
3.6.5 因素分析（Factor Analysis） 41
3.5.6 相關性分析（Correlation Analysis） 41
3.5.7 線性結構關係模式分析（Structural Equation Modeling） 41
3.5.8 集群分析（Cluster Analysis） 42
3.5.9 區別分析（Discriminate Analysis） 42
3.5.10 單因子變異數分析（One-way ANOVA） 42
3.5.11 獨立樣本t檢定（Independent Test Analysis） 42
四、資料分析與結果 43
4.1 描述性統計分析 43
4.2 信度與效度分析 48
4.2.1 信度分析 48
4.2.2 效度分析 50
4.3 單一樣本t檢定分析 51
4.3.1 服務品質 51
4.3.2 體驗價值 53
4.3.3 享樂購物動機 53
4.3.4 顧客忠誠度 55
4.4 因素分析 55
4.4.1 服務品質之因素分析 56
4.4.2 體驗價值之因素分析 58
4.4.3 享樂購物動機之因素分析 59
4.4.4 顧客忠誠度之因素分析 62
4.5 相關性分析 63
4.6 線性結構方程式 64
4.6.1 適配度檢定 64
4.6.2 影響效果分析 67
4.7 集群分析與區別分析 69
4.7.1 集群分析 69
4.7.2 區別分析 69
4.8 獨立樣本t檢定分析 71
4.9 單因子變異數分析 72
4.9.1 服務品質區隔之消費者集群對體驗價值、享樂購物動機與顧客忠誠度之單因子變異分析 73
4.9.2 人口統計變數對服務品質、體驗價值、享樂購物動機與顧客忠誠度之單因子變異分析 75
4.10 研究假說檢定結果 78
伍、結論 79
5.1 結論 79
5.2 建議 80
5.3 未來研究方向 82
參考文獻 84
中文部分 84
英文部分 85
網站部分 92
附錄 百貨公司之問卷調查 93

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