本研究中所指的資訊通路賣場，係以位處於台北市、有上市上櫃、連鎖店數達五間、單店營業規模達千坪以上、或市場上具口碑的資訊通路賣場或資訊集散地為施行調查的地點。最後挑選出燦坤、全國電子、順發、NOVA、統一元氣館、與光華商場六家資訊通路賣場為代表，而研究對象即為造訪這 六家賣場，年齡 14歲以上的消費者。本研究採用問卷調查法，問卷內容共包含調查生活型態、商店屬性、與基本資料三個部分，以定點配額方式抽樣240人，藉以探討消費者生活型態對於商店屬性之影響，以作為各業者市場區隔之參考。經由資料分析後，本研究之發現如下：

一、	對「流行導向」關切高的消費者，相對的也會對「商店氣氛與促銷」要求高，因為追求流行、時尚敏感度高的消費者，會關切商店的陳設佈置與新品上市促銷等訊息，以符合自身追求流行的特質。
二、	對「生活樂趣」關切高的消費者，相對的也會對「銷售人員與形象」要求高，因為講究生活品質與樂趣者，同時會要求商店的形象、店員的服裝儀容，而且對於消費者服務品質要求較高。
三、	屬於「意見領袖」的消費者，同時也會對「便利性」關切程度高，因為這類型消費者常常鑽研資訊電腦科技，比較少出門不常逛街，對於外出採購的要求一定是方便考量；另外對於「生活樂趣」關切高的消費者對於「便利性」要求高，表示講究生活享受與注重休閑娛樂者，對於採購時商店的選擇會要求方便到達。

The IT shopping square refers to a place located in Taipei city which has chain stores at least 5 in, over 36,000 sq ft or owned by a public listed/IPO company. This research uses the questionnaire survey procedure and takes the Elifemall, TK 3C, Guang_Hua_Digital_Plaza, NOVA, KMall, and Sunfar’s consumer as the investigation object. The questionnaire contains the life state, the store marketing mix pereference of store, and the population statistic investigation. This research samples 240 people and 240 people replied to questionairs. 240 questionairs are valid. After analyzing through the data, the outcomes are as follows:

1.	If consumers care about "fashion direction", they also have high request to "store atmosphere and promotion". This type of consumer is always interested in store decoration and promotion.
2.	If consumers care about "joy of life", they also have high request to "clerks and store's image". This type of consumer always has high request to service quality.
3.	If consumer belongs to "the opinion leader", they simultaneously also have high request to "the convenience". This type of consumer prefers to study computer technology at home and rarely goes shopping outside, so the “convenience” is the first priority when they make purchase decision. In addition, if the consumers care about "joy of life", they also have high request to "the convenience". This indicates the consumers pay attention to the convenience of stores’ places.

謝誌...........................................................................................................................I
摘要.......................................................................................................................II
ABSTRACT................................................................................................III
目錄............................................................................................................................IV
圖目錄....................................................................................................................VII
表目錄...................................................................................................................VIII
第一章 緒論.............................................................................................................1
第一節 研究背景....................................................................................................1
第二節 研究動機與目的.........................................................................................3
第三節 研究範圍與對象........................................................................................4
第四節 研究流程.....................................................................................................4
第五節 預期研究貢獻.............................................................................................6
第二章 文獻探討......................................................................................................7
第一節 零售業相關理論.........................................................................................7
一、零售業定義...................................................................................................7
二、零售業經營型態...........................................................................................7
三、零售業發展趨勢.........................................................................................10
四、零售業促銷模式.........................................................................................11
五、資訊產品零售通路的演進.........................................................................14
第二節 商店屬性理論...........................................................................................16
一、商店屬性定義.............................................................................................16
二、商店屬性構面.............................................................................................17
第三節 生活型態理論...........................................................................................20
一、生活型態定義...........................................................................................20
二、生活型態衡量..............................................................................................21
三、生活型態應用..............................................................................................22
第四節 市場區隔理論...........................................................................................23
一、市場區隔定義............................................................................................24
二、市場區隔條件..............................................................................................24
三、市場區隔利益..............................................................................................25
四、市場區隔變數...............................................................................................26
五、市場區隔方法...............................................................................................27
第三章 研究方法....................................................................................................29
第一節 研究架構.................................................................................................29
第二節 研究假說...................................................................................................30
第三節 相關變數操作性定義...............................................................................30
第四節 問卷設計...................................................................................................31
第五節 抽樣設計...................................................................................................34
第六節 資料分析方法...........................................................................................35
一、敘述性統計..............................................................................................36
二、項目分析.....................................................................................................36
三、信度與效度分析.........................................................................................36
四、因素分析..................................................................................................36
五、單因子變異數分析.....................................................................................36
六、迴歸分析..................................................................................................36
第四章資料分析結果..............................................................................................38
第一節 回收樣本資料分析...................................................................................38
第二節 項目分析...................................................................................................42
第三節 因素分析...................................................................................................43
第四節 因素分析結果與信度分析.......................................................................44
第五節 迴歸分析...................................................................................................49
第六節 「商店屬性」對人口統計變數之變異數分析.......................................53
第七節 研究假說分析結果彙整...........................................................................56
第五章 結論與建議...............................................................................................57
第一節 研究結果與發現........................................................................................57
第二節 行銷實務建議...........................................................................................59
第三節 研究限制...................................................................................................60
第四節 後續研究建議...........................................................................................61
參考文獻.................................................................................................................62
附錄問卷.................................................................................................................66

圖目錄
圖 1-1 本研究流程圖....................................................................................................5
圖 2-1 資訊通路演進示意圖......................................................................................14
圖 3-1 本研究之觀念性架構......................................................................................29

表目錄
表 1-1 最近一年內曾去過3C連鎖通路的比例...........................................................2
表 1-2 台北市連鎖或單店面積達千坪以上資訊通路賣場表...................................4
表 2-1 促銷工具的分類(依誘因類型區分)...............................................................13
表 2-2 Fisk商店印象構面與要素...............................................................................17
表 2-3 Kunkel and Berry商店印象構面與要素..........................................................18
表 2-4 Stephenson商店印象構面與要素....................................................................18
表 2-5 Hansen and Deutscher商店印象構面與要素...................................................19
表 2-6 生活型態構面..................................................................................................22
表 3-1 商店屬性組成要素..........................................................................................31
表 3-2 生活型態變數..................................................................................................31
表 3-3 商店屬性變數..................................................................................................33
表 3-4 台北市電腦商場問卷調查數量......................................................................35
表 4-1-1 全部受訪者基本資料分析...........................................................................39
表 4-1-2 各別賣場消費者基本資料分析...................................................................41
表 4-2 生活型態因素分析之KMO and Bartlett’s Test表.........................................43
表 4-3 商店屬性因素分析之KMO and Bartlett’s Test表.........................................43
表 4-4 生活型態因素分析之轉軸後因素矩陣表......................................................44
表 4-5 生活型態信度分析(獨立建表顯示)...............................................................46
表 4-6 商店屬性因素分析之轉軸後因素矩陣表......................................................47
表 4-7 商店屬性信度分析(獨立建表顯示)..............................................................48
表 4-8 「商店氣氛與促銷」迴歸模式整體性考驗變異數分析摘要表..................49
表 4-9 「商店氣氛與促銷」迴歸係數統計量..........................................................50
表 4-10 「銷售人員與形象」迴歸模式整體性考驗變異數分析摘要表................51
表 4-11 「銷售人員與形象」迴歸係數統計量........................................................51
表 4-12 「便利性」迴歸模式整體性考驗變異數分析摘要表................................52
表 4-13 「便利性」迴歸係數統計量........................................................................52
表 4-14 迴歸模型分析結果........................................................................................53
表 4-15 「商店屬性」對人口統計變數「性別」之變異數分析摘要表................54
表 4-16 「商店屬性」對人口統計變數「年齡」之變異數分析摘要表................54
表 4-17 「商店屬性」對人口統計變數「職業」之變異數分析摘要表................55
表 4-18 「商店屬性」對人口統計變數「教育程度」之變異數分析摘要表........55
表 4-19 「商店屬性」對人口統計變數「婚姻狀況」之變異數分析摘要表........55
表 4-20 「商店屬性」對人口統計變數「月收入」之變異數分析摘要表............56
表 4-21 假說分析結果彙整表....................................................................................56

中文部份
E-ICP東方消費者行銷資料庫(2007)，http://www.isurvey.com.tw。
井上隆一郎(昭和61)，流通（Retail and Wholesale），日本經濟新聞社。
日本文摘編譯中心譯(1991)，流通事典，初版，台北：故鄉，譯自日本流通經濟研究所
洪順慶(1998)，行銷管理學，台北：新路書局。
張宜新(1997)，跨世紀流通經營戰略系列，突破雜誌，第 139 期，p.108。
陳志雄(2005)，3C連鎖零售店促銷工具效果之研究，銘傳大學管理科學研究所碩士論文。
陳明分(1991)，顧客商店印象之研究－以台南地區良美、東帝士及遠東百貨為例，國立台灣大學商學研究所碩士論文，未出版，台北市。
榮泰生(1999)，消費者行為，台北：五南。
劉錦桂(1993)，旅遊目的地選擇之地點特性及其市場區隔之研究，逢甲大學土地管理研究所碩士論文。
樊志育(1994)，促銷策略，初版，台北：三民。
潘文清(1996)，商品銷售策略，漢宇出版。
蔡明燁(1990)，商店。連鎖店經營之規劃，學英文化事業有限公司。
薛賢文(2002)，促銷方式、產品線延伸策略、產品涉入與品牌評價之關係，國立中正大學企業管理研究所碩士論文。
譚大純、陳正男、賴孟寬(1999)，ICP生活型態量表之信效度檢驗、因素重組與趨勢比較，中華管理評論，第2卷，第7期，69-80頁。


英文部份
Alfred, S.B.(1981), “Market Segmentation by Personal Values and Salient Product
Attributes,” Journal of Advertising Research, Vol.21, No.1, pp.29-35.
Andreason, A.R.(1967), “Leisure, Mobility and Life Style Pattern,” AMA Conference Preceedings, pp.56-62.
Aronold, Danny R., Louis M. Capella ans Darry D. Smith(1983), Strategic Retail Management. Second Edition Reading, MA: Addison-Wesley Publishing Co..
Assael, Henry.(1992), Consumer Behavior and Marketing Action, PWS-KENT Publishing Company.
Berman, B. and J. R. Evans(1992), Retail Management: A Strategic Approach, 5th ed., N.Y.: Macmillan.
Engel, James F., Roger D. Blackwell and David T. Kollat(1982), Consumer Behavior, 4th ed., Taipei:Hwa-Tai Co..
Fisk, George(1961), “A Conceptual Model for Studying Customer Images,” Journal of Retailing, Vol.37, No.4, pp.1-8, Winter.
Gultinan, Joseph P. and Gordon W. Peter(1988), Marketing Management, McGraw Hill Inc..
Hansen, R. A. and T. Deutscher(1977), “An Empirical Investigation of Attribute Importance in Retail Store Selection,” Journal of Retailing, Vol.53, No.4, pp.59-72, Winter.
Hawkins, Del. I., Roger J. Best and Kenneth A. Coney(1992), Consumer Behavior: 
Implication For Marketing Strategy, 5th ed., Mass: Irwin.
Kelly, G. A.(1975). The Psychology of Personal Constructs, 5th ed., N Y: N. W. North 
& Co..
Kotler, P.(1992), “Marketing's New Paradigm: What's Really Happening out There,” Planning Review, September/October, pp.50-52.
Kotler, P.(1994), Marketing Management : Analysis, Planning, Implementation, and 
Control, 8th ed., New Jersey: Prentice Hall.
Kotler, P.(1997), Marketing Management: Analysis, Planning, Implementation, and Control, 9th ed., New Jersey: Prentice Hall.
Kotler, P.(2000), Marketing Management(The Millennium Edition), New Jersey: 
Prentice Hall.
Kotler, P.(2003), Marketing Management, 11th ed., New Jersey: Prentice Hall.
Kunkel, John. H. & Leonard. L. Berry.(1968),  “A Behavioral Conception of Retail 
Image,” Journal of Marketing, October, Vol.32, pp.21-27.
Lazer, W.(1963), “Life Style Concepts and Marketing in Stephen Greyserm,” Toward Scientific Marketing , Vol.18, No.3, pp.140-151.
Lindquist, Jay D.(1974), “Meaning of Image,” Journal of Retailing, Vol.50, No.4, pp. 29-38, Winter.
Lusch , R.F., P. Dunne and R.Gebhardt(1993), Retail Marketing , 2nd ed., Cincinnati, Ohio: South-Western Publishing Co..
Mason, J. B., M. L. Mayor, and H. F. Ezell(1991), Retailing, 4th ed., Homewood, 
IL: Richard D. Irwin.
Martineau, P.(1958), “The personality of the retail store,” Harvard Business Review, Vol.36, pp.47-55.
Plummer, T. J.(1974), “The Concept and Application of Life-Style Segmentation,” 
Journal of Marketing, Vol.38, pp.33-37.
Reynolds, F. D. and W. R. Darden(1974), “Constructing Life Style and Psychographics,” Life Style and Psychographics, in Wells W. D. ed., Chicago: AMA, pp.71-96.
Hasty, Ron and James Reardon(1997), Retail Management, New York: The McGraw Hill Companies, Inc., pp.21-35.
Rosenbloom, B.(1999), Marketing Channels: A Management View, Orl-ando: The
Dryden Press.
Samli, A. Coskun(1989), Retail Marketing Strategy：Planning, Implementation, and Control, Westport, Connecticut：Quorum Books Greenwood Press.
Schiffman, L. G., and Kanuk L. L.(1991), Research Methods in Phvsical. Champagin, 
IL：Human Kinetics.
Stehpenson, P. R.(1969), “Identifying determinants of retail patronage,” Journal of 
Marketing, Vol.33, No.3, pp.57-61.
Wells, William and Doug Tigert (1971), “Activities, Interests and Opinions,” Journal of Advertising Research, Vol.11, pp.27-35.
Wells, W. D.(1974), Life Style and Psychographics, Chicago, American Marketing
Association.
Smith, Wendell R.(1956), “Product Differentiation and Market Segmentation as 
Alternative Marketing Strategies,” Journal of Marketing, Vol.21, pp.3-8.
Wind, Y.(1978), “Issues and Advances in Segmentation Research,” Journal of Marketing Research, Vol.15, pp.217-337.
Yankelouich, D.(1964), “New Criteria for Market Segmentation,” Harvard Business 
Review, Vol.42, No.2, pp.83-90.