| Summary: | 碩士 === 中原大學 === 室內設計研究所 === 90 === The general merchandise store is, as enactments change and market stimulates, gradually changing from past quantity-oriented business model, emphasized on setting up new branches, to recent quality-improved one, characterized as business image’s creation, store atmosphere’s formulation, extra services, entertainment and relaxation provision, and business correlation. Although circumstances are ameliorated by the operators, consumers may not agree anyway.
The study makes use of questionnaire on the spot to investigate the composition of consumer’s store image in general merchandise store in Tao Yuan area. By this way, it can further analyze the relationship between store atmosphere’s dimension and store composition’s elements. The analyzed results find that there are four dimensions of the composition, i.e., merchandise, services, store atmosphere and convenience. Firstly, the merchandise quality is most valued by consumers in merchandise dimension, so as clerk services to services, neatness to atmosphere, and parking convenience to convenience dimensions respectively. In addition, the weight value of all dimensions ranks from convenience, merchandise, store atmosphere, to services accordingly.
Related certification shows obvious connection between all store composition’s elements and the weight value of store atmosphere’s dimension. Furthermore, there are 7 items elected among 60 store composition’s elements by stepwise multiple regression, which are store’s hardware facilities, parking lot’s sign clarity, promotion advertisements, style of general merchandise exhibits, odor of serving facilities, e.g. toilets and information, artificial lighting’s color temperature, and extra facilities. The 7 elements jointly predict 38.2% of the weight value of store atmosphere’s dimension. Among them, store’s hardware facilities predict the best, which accounts 17.1% of total variances.
The study results will help further understanding of the image composition of general merchandise store and its store composition. Furthermore, it will also provide the operators and designers a reference of space management.
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