夜市知覺擁擠與顧客滿意之關係：購物價值的中介角色

The Relationship between Perceived Retail Crowding and Customer Satisfaction in Night Markets: The Mediation role of Shopping Values

過去關於知覺擁擠的研究主要關注於零售店店內擁擠對於零售結果變數的影響，這些研究指出知覺擁擠對顧客滿意具有負面影響。本研究則旨在探討購物價值對在夜市中知覺擁擠與顧客滿意的差異化影響。本研究透過結構式問卷收集資料。結果顯示，知覺人潮擁擠正向影響享樂性購物價值、知覺空間擁擠負向影響享樂性購物價值與實用性購物價值。實用性購物價值負向中介知覺空間擁擠與顧客滿意之關係，而享樂性購物價值正向中介知覺人潮擁擠與顧客滿意之關係。

Much of prior research on perceived crowding has focused on the effects of in-store crowding on retail outcomes and has demonstrated that perceived retail crowding can reduce customer satisfaction. This study was conducted to investigate the differential roles of shopping values the relationship between perceived retail crowding and customer satisfaction in the context of night markets. Data were collected through survey using a structured questionnaire administered to the general public. The results indicate that (1a) perceived human crowding positively affects hedonic shopping value but not utilitarian shopping value, (1b) perceived spatial crowding negatively affects both hedonic shopping value and utilitarian shopping value, (2a) utilitarian shopping value mediates negatively the effect of spatial crowding perceptions on customer satisfaction only, and (2b) hedonic shopping value mediates positively the effect of human crowding perceptions on customer satisfaction, but mediates negatively the effect of spatial crowding perceptions on customer satisfaction.