| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士班 === 106 === Over the years, the study has not integrated shopping mall district personality, event, and promotion benefits evaluation into shopping district. The purpose of the study is to explore shopping mall district personality, event, and promotion benefits evaluation affect positive and negative emotion, as well as, positive and negative emotion affect patronage intention. Using purposive sampling, 350 questionnaires were collected from residents of Taipei City and New Taipei City. Then, data were analyzed by structural equation modeling. Results showed shopping mall district personality, event, and promotion benefits evaluation impact positive emotion and negative emotion; positive emotion and negative emotion impact patronage intention. The results build the model of consumers’ emotion of shopping mall district, moreover, provide the strategies for management and operation.
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