商圈消費動機與滿意度之研究──以中平商圈為例

商圈是由多條街道一起組成的店家，達成一定的共識後形成一個有大家意識形態的商圈，商圈始終脫離不了人們的生活，在下課或是假日逛街，第一首選皆為附近的商圈。逛街的人口數慢慢的提升，同時也吸引更多非在地人的觀光客來消費，也有大部分外籍觀光客也經常把商圈當作娛樂之處，主要以東南亞國家為主，讓在地人都有一種不用出國就置身於國外的感覺。 本研究以桃園中壢區的中平商圈遊客為探討對象，擬對中平商圈遊客的消費動機、滿意度。探討顧客消費動機對顧客滿意度之關係，其研究結果顯示：顧客消費動機對滿意度有顯著相關性，最後針對桃園中平商圈提出實務建議及後續相關學術研究方向，期望本研究有助於未來中平商圈經營管理之參考。

A shopping district is composed of shops on several streets. After a consensus is reached among them, these shops are intended to form a commercial district. Closely related to people’s lives, a nearby shopping district is the first choice for people looking to spend time after class or on holidays. When the number of people shopping in a shopping district gradually increases, it begins to attract more non-local tourists. Many foreign tourists also often regard these shopping districts as entertaining places. With characteristics of Southeast Asian countries, some locations provide local people a sense of being abroad without leaving their home country. This study takes the tourists of Zhongping Commercial District of Taoyuan, Zhongli District as the research subjects. It aims to explore the relationship between consumer motivation and consumer satisfaction by studying the tourists’ consumption motivations and satisfaction in the Zhongping Commercial District. The results show that customer motivation had a significant correlation with customer satisfaction. Finally, practical suggestions and follow-up related academic research directions are put forward for the Zhongping Commercial District of Taoyuan. This study is expected to be helpful for the business management of Zhongping Commercial District in the future.