應用IPA 模式探討板橋及南港車站型商場環境品質

Abstract

本研究旨在應用重要-表現程度分析方法探討板橋及南港車站型商場環境品質，並根據分析結果，提出相應的改善策略和建議。本研究將商場環境品質分為周圍要素、設計性和社會性三個構面。本研究於2023年5月20日至6月20日，以曾到過板橋車站Global Mall、南港車站的CITYLINK之民眾為研究對象，共收集558份有效問卷。本研究利用敘述性統計分析、信度分析、獨立樣本 t檢定及重要-表現程度分析等方法進行資料分析，將各個屬性項目分配到四個象限：持續保持、優先改善、次要關注和過度供給。本研究結果發現，不同的車站型商場其受訪者的背景及場域特性，會影響受訪者對於板橋及南港車站型商場環境品質的重要程度及表現程度的評價，主因目標市場的特性和需求不同。兩地商場在商場環境品質方面優劣勢及改善方向不盡相同。兩地商場都應該持續保持社會性和周圍要素構面的優勢，例如整體氛圍、燈光照明、溫度、清潔度、公共區域，以及人員服務等等。另外，兩地商場也應該優先改善設計性相關的劣勢，例如空間規劃，而個別商場需優先改善項目，板橋商場為動線順暢，南港商場為指標指引及提供友善設施。本研究針對不同的目標市場及消費族群，提出建議加強不同的商場環境品質，如車站型商場以轉乘服務居多，應該著重在快速、便利的消費選擇和公共便利性提供，並加強相應的設計。而對於有較多上班族及在地居民的商場，則應該著重於設計美學相關屬性和多樣性提供，以吸引更多訪客。本研究建議營運者依據所在地區和目標市場的特性及需求，提供適當和吸引的商場環境品質，以幫助業者提升營業績效。This study aims to apply the importance-performance analysis method to explore the environmental quality of shopping malls at Banqiao and Nangang stations, and to propose corresponding improvement strategies and suggestions based on the analysis results. This study divides the environmental quality of shopping malls into three dimensions: ambient factors, design factors, and social factors. This study collected 558 valid questionnaires from people who had visited Global Mall at Banqiao Station and CITYLINK at Nangang Station from May 20 to June 20, 2023. This study used descriptive statistical analysis, reliability analysis, independent sample t-test and importance-performance analysis methods to analyze the data, and assigned each attribute item to four quadrants: keep up, improve priority, minor concern and over-supply. The results of this study found that the backgrounds and contextual characteristics of respondents in different station-type shopping malls would affect their evaluation of the importance and performance of environmental quality at Banqiao and Nangang station-type shopping malls. This is mainly due to the different characteristics and needs of the target markets. The advantages, disadvantages, and improvement directions of the two malls in terms of environmental quality are not exactly the same. Both malls should continue to maintain the advantages of social aspects and surrounding elements, such as overall atmosphere, lighting, temperature, cleanliness, public areas, and staff services. In addition, both malls should prioritize improving design-related disadvantages, such as spatial planning. Individual malls need to prioritize improvement projects: smooth flow for Banqiao Mall and signage guidance and friendly facilities for Nangang Mall. Recommendations are made in this study to enhance different mall environmental qualities based on different target markets and consumer groups. For station-type shopping malls that mainly serve transfer services, emphasis should be placed on providing fast, convenient consumer choices and public convenience while strengthening corresponding designs. For malls with more office workers and local residents, emphasis should be placed on providing design aesthetics-related attributes and diversity to attract more visitors. It is suggested that operators provide appropriate and attractive mall environmental quality based on the characteristics and needs of their local areas and target markets to help improve business performance.