A Study of the Impact of Entertaining Shopping Experience in Shopping Malls on Purchase Intention in Taiwan and China
陳婉昕、封德台
E-mail: 9607553@mail.dyu.edu.tw
ABSTRACT
Shopping mall is a new type of retail context in Taiwan. Because the competition is being heavily, managers must try their best to show their competitive advantages. If they can provide the entertaining shopping experience which consumers hunger for and let consumers have positive judgments, they will get much more possible of making a profit.In order to realize the phenomenon, this study took shoppers of shopping mall as the study object, and tried to confer whether consumers will have purchase intention through perceived value by those entertaining shopping experiences.This study was proceeded by convenience sampling, and investigated by questionnaire in eight shopping malls in Shanghai and Taiwan, and obtained 370 responses as a validation sample, and the effective response rate was 82%; by regression analyses, we got the following results: 1. Perceived value mediates the relationship between entertaining shopping experience and purchase intention. 2. This study once again confirmed that the relationship between perceived value and purchase intention in shopping experience context is also supported. Finally, we put forward concrete theories and marketing actual situation by the basis which is above-mentioned.
Keywords : shopping mall ; entertaining shopping experience ; perceived value ; purchase intention Table of Contents
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．
．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．
．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．
．．．．．．．． x 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．
．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 3 第三節 研究流程．．．．．
．．．．．．．．．． 3 第四節 研究範圍與對象．．．．．．．．．．．． 5 第二章 文獻探討．．．．．．
．．．．．．．．．．． 6 第一節 購物中心．．．．．．．．．．．．．．． 6 第二節 娛樂性購物體驗
．．．．．．．．．．．． 14 第三節 知覺價值．．．．．．．．．．．．．．． 21 第四節 購買意圖．
．．．．．．．．．．．．．． 26 第五節 娛樂性購物體驗與知覺價值之關係．．．． 27 第六節 知覺價 值與購買意圖之關係．．．．．．． 27 第七節 娛樂性購物體驗與購買意圖之關係．．．． 28 第三章 研究方 法．．．．．．．．．．．．．．．．． 30 第一節 研究架構．．．．．．．．．．．．．．． 30 第二節 研究假設與推論．．．．．．．．．．．． 30 第三節 變項之操作性定義與衡量．．．．．．．． 32 第四 節 研究設計．．．．．．．．．．．．．．． 36 第五節 資料分析方法．．．．．．．．．．．．． 40 第四 章 實證分析與結果．．．．．．．．．．．．．． 42 第一節 樣本基本資料描述．．．．．．．．．．． 42 第二節 上海與台灣各構面之基本分析．．．．．． 45 第三節 迴歸模型分析．．．．．．．．．．．．
． 46 第五章 研究結論與建議．．．．．．．．．．．．．． 60 第一節 研究結論．．．．．．．．．．．．
．．． 60 第二節 理論與實務意涵．．．．．．．．．．．． 64 第三節 研究限制與後續研究建議．．．
．．．．． 66 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 68 附錄A 上海地區購物中心．．．．．．
．．．．．．． 84 附錄B 台灣地區購物中心．．．．．．．．．．．．． 86 附錄C 問卷設計版．．．．．．．
．．．．．．．．． 88 附錄D 問卷發放版．．．．．．．．．．．．．．．． 90 REFERENCES
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