隨著國民所得增加、現金卡以及信用卡申辦門檻降低、周休二日的實施使得越來越多消費者到百貨公司進行消費，而百貨業的高獲利也吸引了不少百貨業者相繼加入市場。面對越來越競爭的百貨業市場，業者要如何吸引消費者，提高其購買意願儼然成為一個重要的行銷策略焦點，故本研究希望針對百貨公司內影響消費者購買意願之因素加以研究。

    本研究依據Baker et al. (2002)以及Gardner (1985)等學者之研究提出本研究之觀念架構，探討購物環境之硬體設備以及軟體服務是否會影響消費者購物時的心情，而消費者購物時的心情是否會造成購買意願之差異。此外，本研究亦針對不同天氣型態下逛街之消費者，以及不同生活型態的消費者分別進行探討。利用線性結構方程模式(SEM)進行分析後，發現：

一、 購物環境的硬體設備和軟體服務皆會影響消費者的購物心情，而購物心情會進而影響其購買意願。

二、 不論晴雨以及晴天逛街的消費者，購物心情會受到購物環境硬體設備及軟體服務之影響；非晴天逛街之消費者的購物心情則不受購物環境硬體設備之影響。而不論哪一種天氣狀況下逛街的消費者，其購物心情皆會影響其購買意願。

三、 不同生活型態的消費者在購物環境的感知、購物時的心情以及購買意願上亦有所不同。

Due to the increase of income and the change of consumers’ lifestyle, more and more people visit shopping malls and department stores, and many competitors has been attracted to enter the retailing market of department stores and shopping malls because of the huge profits. Since the intense competition between the stores, how to use an effective marketing strategies to impress consumers become much more important. To increase the purchasing intention of consumers seems to be the key for all the owners of shopping malls and department stores.


On the base of the study of Baker (2002), Gardner (1985) and the others, this study is trying to figure out whether the facilities and service in purchasing environment will affect consumers’ shopping mood and their purchasing intention. This study applies SEM to analyze the valid data, and the major findings are shows below:

1. Purchasing environment did affect consumers’ mood when they are shopping, and the mood will have the important effect on their purchasing intension.

2. Consumers who shop under different weather conditions or have different lifestyles will have different perceptions toward purchasing environment, and the effect of purchasing environment on their shopping mood and purchase intention will also be different.

目錄
第一章	緒論	1
第一節	研究背景	1
第二節	研究動機	3
第三節	研究目的	4
第四節	研究範圍與對象 4
第五節	研究流程	5
第二章	文獻回顧與探討 6
第一節	購物環境	6
第二節	購物心情	13
第三節	購買意願	18
第四節	天氣	20
第五節	生活型態	22
第三章	研究設計	24
第一節	研究架構	24
第二節	研究假說	25
第三節	正式問卷研究變數之操作性定義與衡量	27
第四節	問卷設計與抽樣	31
第五節	資料分析方法	32
第四章	資料分析與研究結果	37
第一節	樣本資料之敘述性統計分析 37
第二節	購物環境、購買意願以及心情之信度分析	46
第三節	結構方程式模式分析	48
第四節	生活型態之因素分析	63
第五節	生活型態之集群分析與命名 69
第六節	生活型態集群之結構方程式與配適度分析	71
第五章	結論與發現 84
第一節	研究結論	84
第二節	研究發現與行銷策略	86
第三節	研究結果與限制	88
參考文獻	89
附錄 一	103

表目錄
表1-1 綜合商品零售業與其細項產業營業額年增率概況一覽表	1
表2-1  購物環境之因素 7
表2-2  購物環境相關研究 9
表2-3  心情定義 13
表2-4  生活型態AIO量表 23
表3-1  購物環境之操作性定義與衡量 27
表3-2  購物心情之操作性定義與衡量 29
表3-3  購物意願之操作性定義與衡量 30
表3-4  問卷回收情況 31
表3-5  線性結構關係模式各參數說明 34
表3-6  SEM整體模式配適度指標 35
表4-1  最常光臨的購物中心 37
表4-2  取得購物中心資訊之來源 38
表4-3  消費者到百貨公司/購物中心消費之頻率 39
表4-4  消費時段 39
表4-5  消費時的同伴 40
表4-6  平均每次消費金額 40
表4-7  性別 41
表4-8  年齡 41
表4-9  婚姻狀況 42
表4-10 家庭人數 42
表4-11 學歷 43
表4-12 職業 44
表4-13 月收入 45
表4-14 各構面之題目 46
表4-15 各構面之信度 47
表4-16 線性結構關係模式的各參數說明 50
表4-17 整體模型之配適度指標	51
表4-18 衡量模式之評估 53
表4-19 研究假說驗證結果 54
表4-20 不同天氣狀況下逛街消費者之線性結構配適度 56
表4-21 晴天逛街受測者之衡量模式評估	56
表4-22 晴天逛街受測者之研究假說驗證結果 57
表4-23 喜歡在非晴天逛街受測者之衡量模式評估	58
表4-24 非晴天逛街受測者之研究假說驗證結果	59
表4-25 不論晴雨逛街受測者之衡量模式評估	60
表4-26 不論晴雨逛街受測者之研究假說驗證結果	61
表4-27 生活型態因素分析之KMO與Bartlett檢定	63
表4-28 因素解說總變異量	64
表4-29 生活型態因素一分析	65
表4-30 生活型態因素二分析	66
表4-31 生活型態因素三分析	66
表4-32 生活型態因素四分析	67
表4-33 生活型態因素五分析	67
表4-34 生活型態因素六分析	68
表4-35 生活型態各因素之信度分析表 68
表4-36 生活型態群數凝聚過程	69
表4-37 生活型態之集群命名	70
表4-38 居家休閒群與時尚樂活群線性結構配適度之比較 71
表4-39 居家休閒群之衡量模式之評估	72
表4-40 居家休閒群之研究假說驗證結果	73
表4-41 時尚樂活群之衡量模式之評估	74
表4-42 時尚樂活群之研究假說驗證結果	75
表4-43 居家休閒群與時尚樂活群購買頻率交叉分析	76
表4-44 居家休閒群與時尚樂活群單次平均購買金額交叉分析	77
表4-45 居家休閒群與時尚樂活群之總消費金額 77
表4-46 居家休閒群與時尚樂活群選擇購物中心之交叉表 78
表4-47 居家休閒群與時尚樂活群資訊獲取之交叉表	78
表4-48 居家休閒群與時尚樂活群性別之交叉表	79
表4-49 居家休閒群與時尚樂活群年齡之交叉表	79
表4-50 居家休閒群與時尚樂活群婚姻狀況之交叉表	79
表4-51 居家休閒群與時尚樂活群年齡之交叉表	80
表4-52 居家休閒群與時尚樂活群學歷之交叉表	80
表4-53 居家休閒群與時尚樂活群職業之交叉表	81
表4-54 居家休閒群與時尚樂活群月收入之交叉表	82
表4-55 居家休閒群與時尚樂活群消費時的同伴之交叉表 82
表4-56 居家休閒群與時尚樂活群消費時段之交叉表	83

圖目錄
圖1-1 綜合商品零售業各細項營業額比重分布概況	2
圖1-2  2006年~2010年百貨公司營業額	2
圖1-3 本研究之研究流程 5
圖2-1 心情狀態之於消費者行為之觀念架構 17
圖3-1 本研究之研究架構圖	24
圖4-1 本研究之線性結構關係圖 49
圖4-2 本研究模型之線性結構圖 55
圖4-3 晴天逛街受測者之線性結構圖	58
圖4-4 非晴天逛街受測者之線性結構圖	60
圖4-5 不論晴雨逛街受測者之線性結構圖	62
圖4-6 居家休閒群之線性結構圖	73
圖4-7 時尚樂活群之線性結構圖	75

一、	中文部分
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黃建中(2000)，「高雄市百貨公司消費者購買行為與商店形象之探討」，中山大學企業管理系碩士論文。
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張峰瑋(2008)，「產品美學屬性對消費者購買意願之影響─以男性香水為例」，淡江大學國際貿易學系碩士論文。
廖雅娟(2006)，「探討百貨業服務品質、顧客滿意度、顧客忠誠度之相關性研究─以高雄市百貨公司為例」，高苑科技大學經營管理研究所碩士論文。

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