市中心商圈逛選動機、情緒與反應之關連模式建構－－以高雄市新堀江商圈為實證

Modelling Shopping Motivation, Emotion, and Response— A Case Study of Shiinkuchan Commercial Zone of Kaohsiung City

強化市中心的吸引力以因應競爭將日益重要，然而消費者的逛選動機是多元的，加上每個都市的市中心都有不同的人文與自然條件，因此一個適當的政策被提出前，應先就消費者逛選之動機、情緒與反應之關連性加以釐清。本研究以高雄市新堀江商圈為實證地區，隨機抽樣400 位受訪者施以問卷調查，並據以校估結構方程模式。結果發現消費者的愉悅感主要是源自於非日常體驗之動機，而「參與活動動機」與「逛街與購買商品動機」則須透過遊逛意向才能間接正向影響愉悅感，而愉悅感則分別會正向影響停留意向及再逛選意向；另外，遊逛意向對停留意向及再逛選意向會有明顯正向之影響。由此可知塑造美感與活力兼具的遊逛環境，並透過各種活動與建設之推動來提高消費者的愉悅感，乃成為活化對策成敗之關鍵。

It is more and more important to adopt revitalization policy to strengthen the attraction of the CBD. Nevertheless, consumers’ behaviors are complicated; besides, the historical and natural conditions of every CBD are totally different. Before an appropriate policy is provided, the relationship among shopping motivation, shopping emotion and shopping response must be clarified. Four hundred consumers were selected randomly to fill the questionnaire in Shiinkuchan Commercial Zone of Kaohsiung City and the data were adopted for Structural Equation Modeling (SEM). Results show that excitement, which has strong positive effects on duration intention and re-patronage intention, mainly resulted from unusual experiences and excursion intention. Furthermore, excursion intention has positive effects on excitement, duration intention, and re-patronage intention. Therefore, it is important to create shopping excitement and to build luxurious and vital excursion environment by providing various activities and construction.