複合式書店空間吸引力研究─以誠品敦南店為例

Abstract

在現代不斷追求突破創新的社會中，傳統書店已經不能滿足人們多元的需求；複合式書店的興起，提供人們多元化的逛書店活動。本研究主要的目的是以誠品敦南店為例，透過量化研究法中的「相關性研究法」，從消費者的觀點，探討構成吸引力變項間的關聯性，以及與再惠顧意願之間的關係，嘗試建立一套相關的行為通則。 本研究根據訪談及文獻分析，將複合式書店吸引力分為「個人屬性」、「消費屬性」及「空間吸引力」等，對誠品敦南店的消費者進行網路問卷調查，回收之有效問卷共計302份，並以SPSS電腦統計軟體進行分析，研究結果發現： 1.空間印象的六個因素中，受測者最滿意的是書店內外的整 體空間印象、尺度與風格的呈現，給人舒適的感覺。 2.個人屬性的生活型態及消費屬性的認知價值，其兩者的同意度與再惠顧意願均呈顯著正相關。 3.空間吸引力中的空間印象及社會線索兩者的滿意度與再惠顧意願均呈顯著正相關。 4.逐步迴歸分析結果顯示，被選入的六個變項中，有兩項與空間印象有關，分別為「書店環境」、「空間設計質感」，反映空間印象的塑造對於複合式書店經營的重要性。 本研究結果可做為複合式書店的經營者及空間規劃設計者之參考。Traditional bookstores can not meet people’s needs in this society. Compound bookstores propose another style of stroll bookstore. This thesis studies the relations with attractive variables and willingness of consume again. In order to study this relation, this thesis uses correlational research method with Dunnan Eslite bookstore by consumer's viewpoint. Compound bookstores are classified “personal characters”, ”consume characters”, and “spatial attraction” in this thesis. The data collected from 302 samples are analyzed with the aid of SPSS computing software. The findings of this thesis are shown as follows: 1.Consider six factors of space images, the most satisfied factors are spatial image, spatial scale, spatial style which are given people comfortable feeling. 2.Agreements with the degree of “consumer personal Life style characters” and “consumer consume cognitive value characters” are positive correlations with repurchase intention. 3.Satisfactions with the degree of “image factors with spatial image” and “social clue factors with spatial image” are positive correlations with repurchase intention. 4.The results of stepwise regression show that “Bookstore environment” and “quality of spatial design” have relations with spatial image. The spatial image design is an important thing of bookstore management. The findings of this thesis are expected to be helpful for the managers and space designers of compound bookstores.