便利商店座位區使用情形比較：以高雄市兩間統一超商門市為例的觀察研究

Comparison of Utilization Situation of the Convenience Store Seating Area: An Observational Study of two 7-ELEVEN Stores in Kaohsiung City

近年來因社會經濟成長與國人消費習慣的改變，各大便利商店業者以增設座位區的方式，延長消費者於店內的停留時間與客單價，雖在經營方針的變化上引發了社會大眾的關注與新聞媒體的報導，卻少見針對座位區的實際利用情形進行討論。本文以高雄市兩間統一超商門市為個案，藉由實地觀察的方式，比較便利商店座位區因區位不同所產生的使用情形差異，研究結果發現，門市的來客數與座位使用頻率在尖峰與離峰時段呈現不同的比例發展，而立地的商圈屬性與門市座位的數量、配置與機能，亦會影響到來客的組成、分布與停留時間，經營者可依照自身門市區位，針對尖離峰時間進行座位區的差異化管理。

In recent years the major convenience store (CVS) companies have added seating areas to extend the consumer's stay time and per customer transaction due to socio-economic growth and changes of consumption habits, although the change of business policy has triggered the attention of the public and the news media, it is rare to discuss the actual use of the seating area. This article takes two 7-ELEVEN stores in Kaohsiung as a case, comparing the differences of utilization situation of the CVS seating area in two different locations by means of field observation. The result indicates that the ratio between the average daily headcounts and the average seat usage count is different during peak and off-peak periods, and the properties of the business district, the number, configuration and function of the seats will also affect the composition, distribution and residence time of the client. The operator of the store can carry out the differentiated management of the seating area for the peak and off-peak time according to the location of the store.