本研究旨在探討購物中心行銷策略之顧客滿意度，並分析商店形象與商店氛圍在其中所扮演的中介角色。隨著台灣從新冠肺炎疫情中逐漸復甦，消費者的購物習慣已經發生顯著變化，線上購物的便捷性使得傳統實體店面面臨挑戰。儘管如此，實體購物中心仍然具有獨特的吸引力，特別是在提供舒適購物環境和社交互動方面。因此，本研究以台中某新型態購物中心為例，探討其行銷策略、商店形象與商店氛圍如何影響顧客滿意度。
研究首先蒐集相關文獻，並進行問卷調查以取得第一手資料，採用方式為線上問卷，最終回收359份問卷，其中有效問卷有300份。問卷的內容涵蓋行銷策略、商店形象、商店氛圍和顧客滿意度等方面，使用了五點Likert量表進行評估。通過描述性統計、信度和效度分析、獨立樣本T檢定、迴歸分析和變異數分析等方法，驗證假說並探討各變數之間的關聯性。
結果顯示，行行銷策略對於商店形象和商店氛圍皆產生顯著正向影響，而這些商店形象與氛圍也顯著地促進了顧客的滿意度。此外，商店形象與商店氛圍在行銷策略與顧客滿意度之間起到了部分中介效應。這表明，優良的行銷策略不僅能提升商店形象和氛圍，還能進一步提升顧客的滿意度。
本研究的結果可為購物中心業者提供參考，幫助其制定更有效的行銷策略，提升顧客體驗，並在競爭激烈的零售市場中取得優勢。未來研究建議進一步探討不同地區和不同類型購物中心的行銷策略，並對更多變數進行深入分析，以豐富相關理論和實務應用。

As Taiwan recovers from the COVID-19 pandemic, consumer shopping habits have changed significantly, with online shopping presenting substantial challenges to traditional physical stores. Nevertheless, physical shopping centers still offer unique appeal by providing a comfortable shopping environment and opportunities for social interactions. This study uses a new shopping center in Taichung as a case example to examine how its marketing strategies, store image, and store atmosphere influence customer satisfaction.
The research involved a comprehensive review of relevant literature and an online questionnaire survey, which collected 359 responses, of which 300 were valid. The questionnaire covered dimensions such as marketing strategies, store image, store atmosphere, and customer satisfaction, using a five-point Likert scale for measurement. Statistical methods, including descriptive statistics, reliability analysis, T-tests, variance analysis, and regression analysis, were employed to test the hypotheses and explore the relationships between variables.
Results indicate that marketing strategies significantly positively impact store image and atmosphere, which, in turn, positively affect customer satisfaction. Store image and atmosphere partially mediate the relationship between marketing strategies and customer satisfaction. These findings offer valuable insights for shopping mall operators, helping them develop more effective marketing strategies, enhance customer experience, and gain a competitive edge. Future research should explore marketing strategies in different regions and types of shopping malls and analyze additional variables to enrich related theories and practical applications.

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三、網路資訊
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4.Mitsui Shopping Park 某新型購物中心官網。https://www.mitsuifudosan.co.jp/tw/，最後瀏覽日期：2024年5月