近兩年來由於消費力不振及競爭者持續地加入，全世界密度最高的台灣百貨業所面臨的產業環境更加嚴峻。業者應思考如何在軟、硬體各項商店屬性的持續改善，以維持其競爭優勢。本研究希望能探討台北市區百貨公司消費者人口統計變數及生活型態對百貨商店屬性是否有影響及消費者對各商店屬性的重視程度與滿意程度的探討；並進一步探討商店屬性與顧客整體滿意度及再購意願之間的關係，此乃本研究主要目的。
本研究從相關的文獻探討開始著手，再根據其理論基礎建立本研究之架構與假設，並選用適當的量表為研究工具，經抽取台北百貨公司消費者為對象實施問卷調查。針對回收的有效樣本433份資料，進行信度分析、敘述性統計、因素分析、集群分析、變異數分析、相關分析及迴歸分析。經實證分析和討論後，獲致主要結論如下：
1.	不同生活型態變數對商店屬性有顯著差異。
2.	商店屬性對顧客整體滿意度有顯著正相關。
3.	顧客整體滿意度對再購意願有顯著正相關。
最後，依據研究結論，對台北市百貨業者及未來研究提出具體建議，以供參考。

In recent two years, not only the consumption is decreasing, but also more competitors entered the market. Consequently, department stores industry in Taiwan which is the most intense market in the world is facing the more severe competition. The department stores should focus on how to improve no matter on the hardware or the software to maintain the competitive advantage. This research is discussing several topics: first, the variables of the population of consumers in the department stores in Taipei, second, if the lifestyles would influence the property of department stores, third, the relation between the property of department stores and the satisfaction of consumers, and the willingness of repurchasing. 
This research started from discussing some references, then setting up the structure and hypotheses, according to the theory of the references. Also, the research used adequate measurement scales, designed a questionnaire and chose the consumers of department stores as a population. With 433 response copies, this research is discussing reliability analysis, descriptive statistics, factor analysis, cluster analysis, ANOVA, correlation analysis, and regression analysis. After analyzing and discussion, the main conclusions are as below: 
1. There is a dramatic difference between life styles and the property of the stores.
2. There is a significant positive correlation between the property of the stores and the satisfaction of the customers.
3. There is a significant positive correlation between the satisfaction of the customers and the willingness of repurchasing.
To sum up, this research is coming up with some suggestions to the general merchandise industry as references.

目錄	I
表目錄	IV
圖目錄	VII
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	5
第三節 研究流程	6
第二章 文獻探討	7
第一節 商店屬性	7
第二節 顧客整體滿意度	14
第三節 再購意願	18
第四節 生活型態	20
第五節 生活型態與商店印象之關聯	23
第六節 商店印象、顧客滿意度與再購意願的關聯性	24
第三章　研究設計	27
第一節 關聯性研究架構	27
第二節 研究假說	27
第三節 研究對象與範圍	28
第四節 研究變數之定義與衡量	28
第五節 問卷設計	33
第六節 抽樣設計	37
第七節 資料處理及統計分析方法	37
第四章 資料分析	40
第一節 樣本資料描述	40
第二節 問卷信度分析	42
第三節 商店印象屬性分析	43
第四節 生活型態分析	53
第五節 人口統計變數在商店屬性上之差異分析	58
第六節 生活型態集群在商店屬性上的差異分析	61
第七節 生活型態構面、商店屬性、顧客整體滿意度與再購意願之關聯分析	62
第八節 商店屬性、顧客整體滿意度與再購意願之迴歸分析	65
第九節 分析結果彙總	67
第五章 結論與建議	69
第一節 研究結論	69
第二節 建議	71
 
參考文獻	74
一、中文部份	74
二、英文部份	766
三、網路部份	85
附錄 正式問卷	86


表目錄
表1-1 國內百貨業者營收與市占率排名................................................2
表1-2 2007 年百貨公司改裝計畫一覽....................................................2
表1-3 我國百貨公司業近五季營業額變化 單位：百萬元..............5
表2-1 商店印象定義之整理....................................................................7
表2-2 商店印象衡量構面整理..............................................................11
表2-3 顧客滿意度相關文獻整理..........................................................16
表2-4 再購意願定義相關文獻整理......................................................19
表2-5 人口統計變數與生活型態內容..................................................20
表2-6 生活型態定義整理......................................................................21
表2-7 Plummer(1974) 生活型態構面....................................................23
表2-8 影響商店印象之因素..................................................................24
表2-9 商店印象與顧客滿意度定義相關文獻整理..............................25
表2-10 顧客滿意度與再購意願定義相關文獻整理............................26
表3-1 商店屬性問卷變數構面操作說明..............................................34
表3-2 生活型態變數問卷操作整理......................................................35
表3-3 顧客整體滿意度問卷變數操作說明...........................................36
表3-4 再購意願問卷變數操作說明.......................................................37
表4-1 受訪者人口統計變數統計表......................................................41
表4-2 商店屬性、顧客整體滿意度及再購意願問卷之信度..............43
表4-3 商店屬性重視度排名..................................................................44
表4-4 商店屬性滿意度排名..................................................................46
表4-5 商店屬性問項之重視程度與滿意程度平均值差距比較..........49
表4-6 全體商店屬性重視度與滿意度差距比較檢定..........................50
表4-7 全體總合商店屬性排名..............................................................51
表4-8 全體總合商店屬性T 檢定..........................................................53
表4-9 生活型態因素分析結果..............................................................54
表4-10 各集群分配之人數與鑑別率....................................................56
表4-11 集群區別分析混淆表................................................................56
表4-12 各集群在生活型態構面與因素之變異素分析........................57
表4-13 性別變數變異數分析表............................................................58
表4-14 年齡變數變異數分析表............................................................59
表4-15 婚姻狀況變數變異數分析表....................................................59
表4-16 教育程度變數變異數分析表....................................................60
表4-17 個人月所得變數變異數分析表................................................60
表4-18 生活型態與商店屬性構面之變異數分析................................61
表4-19 生活型態構面與總合形象之相關矩陣....................................62
表4-20 商店屬性與顧客整體滿意度之相關矩陣................................63
表4-21 顧客整體滿意度與再購意願之相關矩陣................................64
表4-22 商店屬性與顧客整體滿意度之迴歸分析................................65
表4-23 總合形象與顧客整體滿意度之迴歸分析..................................... 66
表4-24 顧客整體滿意度與再購意願之迴歸分析................................66
表4-25 研究假設之檢定彙總................................................................68
表5-1 各百貨公司主顧客比較..............................................................72

圖目錄
圖1-1 百資公司專櫃保養品銷售研究（銷售單位：新台幣百萬元）.4
圖1-2 研究流程........................................................................................6
圖3-1 關聯性研究架構圖......................................................................27

一、中文部份
1.	王美慧、郭怡君(2004)。運用線性結構關係模式探討百貨公司之顧客忠誠度。中華民國品質學會第40 屆年會高雄市分會第30 屆年會暨第10 屆全國品質管理研討會論文集， 1-13。
2.	王慧萍(2006)。顧客滿意、再購意願與購買行為之間的關聯研究－探討轉換成本與關係聯結的影響。國立高雄第一科技大學行銷與流通管理系碩士論文
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4.	孔令震(2004)。商店印象、顧客價值及價格敏感度之相關性分析—以百貨業為例。國立中山大學企業管理學系碩士論文。
5.	李宜蓁(2005)。量販店商店類型、商店印象、顧客認知價值與顧客忠誠度之相關性研究。國立成功大學企業管理研究所碩士論文。
6.	李君如、陳偉洋(2006)。影音租售連鎖店商店印象與顧客忠誠度之研究。顧客滿意學刊，2(1)，127-160。
7.	沈迪銘(1994)。商店印象、商店選擇與惠顧行為之關係研究。國立中山大學企業管理研究所碩士論文。
8.	周華泰與杜富燕(1997)。零售管理，初版，台北：華泰。
9.	許秋玉（2006）。會員對旅遊資訊的重視度、滿意度與購買意願間關係研究－以統一健康世界為例。世新大學觀光學系碩士論文。
10.	郭素紋（2005）。顧客滿意度與忠誠度對再購意願影響之研究-以國內宅配服務業為例。樹德科技大學經營管理研究所碩士論文
11.	 陳家祥、嚴秀茹、呂湘南、許翠谷（2003）。商店印象與顧客忠誠度之研究－ 以大台北區百貨公司為例。中華管理評論國際學報，6(6)，156-177。
12.	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。國立中山大學企業管理研究所未出版碩士論文。
13.	梁宜峰（2007）。 百貨公司業基本資料。台灣經濟研究院產經資料庫。
14.	黃建中(2002)。高雄市百貨公司消費者購買行為與商店形象之探討。國立中山大學企業管理系企業管理學系碩士在職專班碩士論文。
15.	黃健銘(2006)。消費者個人特質、生活型態與數位家庭接受度關係之研究-以大台北地區為例。淡江大學未來學研究所碩士班碩士論文。
16.	黃賢哲(2004)。運動健身俱樂部消費者商店印象與再次購買意願之研究。國立雲林科技大學休閒運動研究所碩士論文
17.	鹿浩宗（2005）。商店印象、顧客滿意、認知價值與顧客忠誠間關聯之研究。國立高雄第一科技大學行銷與流通管理所碩士論文。
18.	蔡熙銘(2007)。高屏地區連鎖式運動用品專賣店消費者商店印象重要程度與滿意程度對消費忠誠度之相關研究。運動休閒管理學報，4(1)，44-57。
19.	蘇鯤育(2006)。商店印象與購買行為、滿意度及忠誠度之關係研究-以台南市速食連鎖加盟店為例。國立成功大學高階管理碩士在職專班(EMBA)碩士論文。

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三、網路部份
1.	快樂購聯合集點卡
http://www.happygocard.com.tw/official/intro/about02.htm
2.	台灣商會聯合資訊網
http://www.tcoc.org.tw/newslist/036700/36746.aspx
3.	模範市場研究公司（TNS）
http://www.emailcash.com.tw/newcorp/tns_article65.htm
4.	微風廣場 精品街巡行記(新聞報導)
http://tw.news.yahoo.com/article/url/d/a/080502/78/ydt9.html