摘要
時值實體零售業步入「零售改革」之際，實體零售業的未來趨勢值得深究。近年體驗型功能購物中心，如「科技智能商場」開始出現，但商業模式還並不成熟。本研究將探討「科技智能商場」的顧客整體購物感受、顧客滿意度與再購意願形成之關鍵因素，以作為學術界與實務界提升顧客滿意度與再購意願的基礎。
本研究通過對顧客在上海B科技智能商場填答問卷結果進行分析，驗證了科技智能商場顧客滿意度的形成與企業形象、商店形象、服務品質有緊密關聯，且顧客滿意度會顯著影響顧客再購意願。此外，通過探討科技智能商場顧客所重視的商場服務項目與滿意程度，本研究建立了有關科技智能商場滿意度的衡量模式，找出顧客對滿意度衡量模式各構面內容的認知差異。最後，通過探討科技智能商場顧客的期待與需求，結合不同人口統計變項，找出企業應該關注的顧客管理重點，研擬相關策略建議，以利業者提升顧客滿意度與再購意願。

關鍵字：新零售、科技智能商場、服務品質、顧客滿意度、顧客再購意願

SUMMARY
As physical retail industry has entered the "retail reform", the future of the physical retail industry is worthy of further investigation. This study will explore the key factors in the overall shopping experience and repurchase intention of customers in the technology smart shopping mall in recent years, as a basis to enhance customer satisfaction and repurchase intentions in the academic and practical fields.
This study analyzes the results of questionnaire in Shanghai B Technology Smart Shopping Mall, and verifies that the formation of customer satisfaction is significant related to corporate image, store image and service quality. Customer satisfaction will significantly affect customers repurchase intention. This study establishes a measurement model for the satisfaction of Technology Smart Shopping Mall. In addition, by discussing the service and satisfaction levels of the customers, we find out the customer's cognitive differences in the content of the satisfaction measurement model. Finally, by discussing the expectations and needs of customers in the Technology Smart Shopping Mall and combining different demographic variables, we identify the customer management priorities that should be paid attention to by the company, and porpose relevant strategic recommendations to enhance the customer satisfaction and repurchase willingness.
Keywords: new retail, technology smart shopping mall, service quality, customer satisfaction, customer repurchase intention.

參考文獻
1. 陳耀茂. (1997). 服務品質管理手册. 遠流出版事業股份有限公司.
2. 陳怡君. (2006). 百貨公司專櫃化妝品顧客滿意度之研究. 臺灣大學國際企業學研究所學位論文, P124-128.
3. 闕芝穎. (2004). 百貨公司服務品質, 顧客滿意度, 顧客忠誠度與顧客生活型態關係之研究-以台北市地區為例. 臺灣大學國際企業學研究所學位論文, P35-39.
4. 紀信光（2017）. 探討薪資如何調節企業形象對組織吸引力之影響. 管理科學研究；11卷1期（2017/06/01）， P27-44
5. 杉本辰夫著，盧淵源譯（1986）。事務、營業、服務的品質管制。台北：中興管理顧問公司
6. 王嘉祐. (2016). 服務品質與顧客滿意度關係之研究以台北市 SOGO 百貨公司為例. 中華創新發展期刊, 4(1), P70-86.
7. 楊錦洲. (2001). 顧客服務創新價值: 如何做好服務品質. 中衛發展中心.
8. Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the Value of a Brand Name. New York, 28, 35-37.
9. Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).
10. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of marketing, 58(3), 53-66.
11. Bäckström, K. and Johansson, U. (2006), “Creating and consuming experiences in retail store environments: comparing retailer and consumer perspectives”, Journal of Retailing and Consumer Services, Vol. 13 No. 6, pp. 417-430.
12. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
13. Baker, J., Levy, M. and Grewal, D. (1992), “An experimental approach to making retail store environmental decisions”, Journal of Retailing, Vol. 68 No. 4, pp. 445-460.
14. Baker, J., Parasuraman, A., Grewal, D. and Voss, G.B. (2002), “The influence of multiple store environment cues on perceived merchandise value and patronage intentions”, Journal of Marketing, Vol. 66 No. 2, pp. 120-141.
15. Barich, H., & Kotler, P. (1991). A framework for marketing image management. MIT Sloan Management Review, 32(2), 94.
16. Bayton, J. A. (1959). Desegregation Resistance and Readiness.
17. Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, 351-370.
18. Bloemer, J., & De Ruyter, K. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of marketing, 32(5/6), 499-513.
19. Boulding, K. E. (1956). The image: Knowledge in life and society (Vol. 47). University of Michigan Press.
20. Cadotte, E. R., Woodruff, R. B., & Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of marketing Research, 24(3), 305-314.
21. Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of marketing research, 2(3), 244-249.
22. Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of marketing research, 19(4), 491-504.
23. Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. Journal of marketing, 54(3), 68-81.
24. Czepiel, J. A. (1974). Persprctive on Customer Satisfaction. American Management Association, New York, NY.
25. Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of marketing Science, 24(1), 3.
26. Davidow, M. (2003). Organizational responses to customer complaints: What works and what doesn’t. Journal of service research, 5(3), 225-250.
27. Day, Ralph L. and Laird L. E. (1977), “Toward a theory of consumer complaining behavior in consumer and industrial buying behavior.” Arch Woodside, Jagdish Sheth, and Peter Bennett, eds. Amsterdam: North Holland.
28. Deming, W. E., & Stephan, F. F. (1940). On a least squares adjustment of a sampled frequency table when the expected marginal totals are known. The Annals of Mathematical Statistics, 11(4), 427-444.
29. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
30. Drucker, P. F. (1950). The New Society. New York: William Hwinemann
31. ECSI Technical Committee, (1998) “European Customer Satisfaction Index: Foundation and Structure for Harmonized National Pilot Projects,” Report Prepared for the ECSI Steering Committee, Oct.
32. Festinger, L. (1957). A theory of cognitive dissonance (Vol. 2). Stanford university press.
33. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, and behavior: An introduction to theory and research. Reading, Mass.: Addison Wessley.
34. Fisk, G. (1961). A Conceptual-Model For Studying Customer Image. Journal of retailing, 37(4), 1.
35. Folkes, V. S. (1988). Recent attribution research in consumer behavior: A review and new directions. Journal of consumer research, 14(4), 548-565.
36. Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. Journal of marketing, 56(1), 6-21.
37. Gray, E. R., & Balmer, J. M. (1998). Managing corporate image and corporate reputation. Long range planning, 31(5), 695-702.
38. Grönroos, C. (1985). Internal marketing–theory and practice. Services Marketing in a Changing Environment, American Marketing Association, Chicago, IL, 41-7.
39. Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: cross-industry differences. Total quality management, 11(4-6), 509-514.
40. Hartman, K. B., & Spiro, R. L. (2005). Recapturing store image in customer-based store equity: a construct conceptualization. Journal of Business research, 58(8), 1112-1120.
41. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37(11/12), 1762-1800.
42. Hirschman, E. C., Greenberg, B., & Robertson, D. H. (1978). INTERMARKET RELIABILITY OF RETAIL IMAGE RESEARCH-EMPIRICAL-EXAMINATION. Journal of Retailing, 54(1), 3-12.
43. Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York, 63.
44. Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of Marketing Science, 32(3), 251-270.
45. Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
46. James, D. L., Durand, R. M., & Dreves, R. A. (1976). Use of a multi-attribute attitude model in a store image study. Journal of Retailing, 52(2), 23-32.
47. Jo Hatch, M., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of marketing, 37(7/8), 1041-1064.
48. Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard business review, 73(6), 88.
49. Juran, J. M. (1974). Management of quality control. JM Juran.
50. Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
51. Keller, K. L., (1998),. “Strategic Brand Management: Building, Measuring and Managing” Brand Equity. NJ: Prentice Hall.
52. Koo, D. M. (2003). Inter-relationships among store images, store satisfaction, and store loyalty among Korea discount retail patrons. Asia Pacific Journal of Marketing and Logistics, 15(4), 42-71.
53. Kotler, Philip, Siew M.L., Swee H.A. and Chin T.T. (1996) “Marketing Management – An Asian Perspective,” Singapore, Prentice Hall, Inc.
54. Kunkel, J. H., & Berry, L. L. (1968). A behavioral conception of retail image. Journal of marketing, 32(4_part_1), 21-27.
55. Levitt, T. (1972). Production-line approach to service. Harvard business review, 50(5), 41-52.
56. Lindquist, J. D. (1974). Meaning of image-survey of empirical and hypothetical evidence. Journal of retailing, 50(4), 29-+.
57. Lovelock, C. H., & Young, R. F. (1979). Look to consumers to increase productivity. Harvard business review, 57(3), 168-178.
58. Martineau, P. (1958). Sharper focus for the corporate image, Harvard Business Review, 36, November/December, pp. 49-58
59. Mattila, A. S., & Wirtz, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. Journal of retailing, 77(2), 273-289.
60. McAlexander, J. H., Kim, S. K., & Roberts, S. D. (2003). Loyalty: The influences of satisfaction and brand community integration. Journal of marketing Theory and Practice, 11(4), 1-11.
61. Nkwocha, I., Bao, Y., Johnson, W. C., & Brotspies, H. V. (2005). Product fit and consumer attitude toward brand extensions: the moderating role of product involvement. Journal of Marketing Theory and Practice, 13(3), 49-61.
62. Nunnally, J. (1978). Psychometric methods.
63. Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of retailing.
64. Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of consumer research, 20(3), 418-430.
65. Osman, M. Z. (1993). A conceptual model of retail image influences on loyalty patronage behaviour. International review of retail, distribution and consumer research, 3(2), 133-148.
66. Oxenfeldt, A. R. (1974). Developing a favorable price-quality image. Journal of retailing, 50(4), 8-+.
67. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.
68. Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of retailing, 67(4), 420.
69. Ramaswamy, R. (1996). Design and management of service processes: keeping customers for life. Addison-Wesley.
70. Reichheld, F. F. (1993). Loyalty-based management. Harvard business review, 71(2), 64-73.
71. Robertson, T. S., & Gatignon, H. (1986). Competitive effects on technology diffusion. Journal of Marketing, 50(3), 1-12.
72. Rust, R. T., & Oliver, R. W. (1994). The death of advertising. Journal of Advertising, 23(4), 71-77.
73. Seiders, K., Voss, G. B., Grewal, D., & Godfrey, A. L. (2005). Do satisfied customers buy more? Examining moderating influences in a retailing context. Journal of marketing, 69(4), 26-43.
74. Spector, A. J. (1961). Basic dimensions of the corporate image. Journal of marketing, 25(6), 47-51.
75. Spence, C., Puccinelli, N. M., Grewal, D., & Roggeveen, A. L. (2014). Store atmospherics: A multisensory perspective. Psychology & Marketing, 31(7), 472-488.
76. Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (1995). Service recovery: impact on satisfaction and intentions. Journal of services Marketing, 9(1), 15-23.
77. Straub, D. W. (1989). Validating instruments in MIS research. MIS quarterly, 147-169.
78. Wakefield, R. L. (2001). Service quality. The CPA Journal, 71(8), 58.
79. Walters, C. G. (1978). Consumer Behavior: Theory and Practice, Richard D., Irwin. Inc., Illinois.
80. Wallin Andreassen, T., & Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of service Industry management, 9(1), 7-23.
81. Walton, S.D. (1996), American business and it environment, NY: Mac Milton Company.
82. Westbrook, R. A. (1981). Sources of consumer satisfaction with retail outlets. Journal of retailing, 57(3), 68-85.
83. Williams, R. H., & Zigli, R. M. (1987). Ambiguity impedes quality in the service industries. Quality Progress, 20(7), 14-17.
84. Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of marketing research, 20(3), 296-304.
85. Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139.
86. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
87. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the academy of Marketing Science, 21(1), 1-12.
88. Zimmer, M. R., & Golden, L. L. (1988). Impressions of retail stores: A content analysis of consume. Journal of retailing, 64(3), 265.