The Study of Relationship between Service Innovations Affects the Consumer to Repurchases Intention--A Case of Tong Yi Dream-Mall

[[abstract]]摘 要 1999年是台灣購物中心元年，至今已有22家大大小小的購物中心正在台灣南北營運，規劃中的商場尚有8家，台灣的零售產業已趕上歐美、日本的腳步，朝大型、多業種的組合商場模式前進；已可提供給消費者更多元的選擇空間。相對的，在購物中心不斷開發下，商場同質性高、缺乏創新元素、顧客滿意度無法提昇、再惠顧意願不足…等，常造成商場經營績效的低落，如何突破困境相信是大型商場急迫想了解的課題。本研究案例以南台灣--號稱東南亞最大的購物中心，統一夢時代為例，來探討服務創新如何影響消費者的購買意願。經本研究事前了解，研究案例在開發項目上有很大的優勢，例如：知名度高、開發量體大、第一次引進的業種多，新鮮與創新性是其強項，而環視大高雄地區亦尚未有可與其匹敵的案例，依其優勢營運的成功應是可以預期，但自2007年5月12日開幕以來，營運數字顯然與開發前的評估有很大的落差；是什麼原因導致此種落差現象? 此又該如何重新規劃才可繼續立足於市場? 凡此種種皆是本研究要一併探討了解的。 本研究資料的蒐集採焦點團体訪談與480位針對南台灣7個大型商場的消費者為標的，所進行的封閉式市場調查方式取得，並經資料整理、統計分析、因素分析、信度分析與迴歸分析等評估方式後發現結論如下，至型購物商場的客人以女性佔絕對多數，顯示女性的消費能力已然是一股不容小覷的勢力；而多元化的通路，讓消費者總是可以找到自己喜歡的方式來實現購物願望。商場完善的規劃、貼心的服務設施、引進創新的業種與企業知名度等是吸引消費者前往消費的要因。在競爭激列的消費市場中；善用各種媒介主動地把商場的優勢推薦給社會大眾，是吸引來客數增加的必殺手法；也才能符合主力女性消費客群的期待，站穩長期發展的利基與分眾市場。 研究的最後提出了六項建議供統一夢時代作後續營運規劃上的參考，期盼透過此六點建議，對統一夢時代有所助益。此六項建議如下： 一、 將賣場空間規劃成為一種商品。 二、 營造切合人性，保留釋放壓力的空間。 三、 建立穩定、明確的特色風格。 四、 尋找消費者高接觸率的媒體。 五、 掌握消費者生活型態的設計。 六、 店舖形象與當地城市風格結合。[[abstract]]ABSTRACT The first year of the Taiwan shopping center is in 1999 and there are more than twenty two shopping centers transport the business and eight shopping centers in the plan of Taiwan north and south transport business until now Taiwan's retail sales industry has caught up with European and American Japan's rate of progress large-scale faces the multi- types of industry combination market pattern advance has been possible to provide to the consumer the more diversification space Relative unceasingly opens in the shopping center distributes the market homogeneity high lacks the innovation element the customer degree of satisfaction is unable to promote your help or friendship wish to be again insufficient And so on often creates the market management achievements low how breaks through the difficult position to believe is topic which the large-scale market is urgent wants to understand South of this research case Taiwan -- is known as the Southeast Asia biggest shopping center the Tong Yi dream mall is the example how discusses the service to innovate affects consumer's purchase wish understood in anticipation after this research that the research case has the very big superiority in the development project For example: high celebrity rating big development quantity first time introduces the type of industry are many innovation is the point observes the situation the Kaohsiung area also not yet to have may the case which is a worthy opponent should be may anticipate according to its superiority transport business success but has begun since May 12 2007 transport business numeral obviously has the very big dropping variance with the development before appraisal; Is what reason causes this kind of dropping variance phenomenon? How should this replan only then may continue to base on the market? Every this all sorts all are this research wants one and the discussion understanding This research uses the point interview and do questionnaire with 480 consumers in view of the south Taiwan 7 large-scale markets consumers for the sign carries on the enclosed market investigation way to obtain and after appraisal way and so on data compilation statistical analysis factor analysis letter analysis and regression analysis discovered the utmost shopping center visitor to the female occupies are most demonstrated the feminine expense ability already was an influence which does not allow to belittle; But the multiplex circuit lets the way which the consumer always may find oneself likes realize the shopping desire The market consummates plan intimate servicing facility the introduction innovation type of industry and enterprise well-knownness and so on are attracts the consumer to go to the expense to want because Stirs up in the row expense market in the competition; Friendly with each kind of medium on own initiative the market superiority recommendation for the society the populace is attracts the guest to count the increase to have to kill the technique; Also can conform to the main force female to expend the guest group the anticipation comes to a stop the long-term development favorable base and a minute numerous market The research finally proposed six suggestions for Tong Yi dream mall in the following transport business plan reference hoped for penetrates this 6 suggestions has to the Gaoxiong dream time is of help This six suggestions as follows: • Becomes one kind of commodity the space • Suits the human nature detains the relief pressure space • Stably establishes the explicit characteristic style • Seeks the consumer high contact rate media • Consumer life condition design • With local city style unio