中文摘要
　　此論文的主要目的是驗證顧客購物動機、實用性、體驗價值、顧客消費、顧客滿意與再購買意願之間的關係。

　　問卷資料的收集是針對在過去三個月內至少有過一次在百貨公司購物經驗的消費者，共收集了308份問卷，其中皆為有效問卷。

　　在分析了308位消費者後的結果顯示高購物動機的消費者有較高的實用價值與體驗價值，皆呈現顯著差異；高購物動機的消費者在購物過程中會在百貨公司裡花費較多的時間與金錢；實用價值與體驗價值分別都對顧客滿意產生影響；實用價值與體驗價值皆對再購買意願產生正向的影響，而且我們發現不同層次的購物動機在購物滿足上並無顯著差異。

　　此研究的發現提供以下記點建議予零售經理：首先，他們必須將注意力聚焦於低層次購物動機的消費者身上，試著去提升他們的購物動機或藉由促銷或其他方法讓他們感到購物是有趣的。第二、行銷人員必須去考慮更多不同的行銷方式以強化顧客對其的認知價值，包含實用價值及體驗價值的創造以求創造顧客價值的最大化。第三，在本研究中發現增加顧客的實用認知價值將會比體驗價值更增加顧客未來再光臨意願。

Abstract
　The major objectives of this study are to identify the interrelationships among customer shopping motives, utilitarian and experiential value, expenditure resources, customer satisfaction, and re-patronage intention.

　Data on department store shoppers were collected by surveying 308 male and female consumers who said they had made at least one purchase from a department store during the previous 3-month period. A total of 308 survey questionnaires were collected, all of the questionnaires were usable.

　Analysis result on 308 customers shows there is a significant difference in that consumer with high shopping motives had higher utilitarian and experiential shopping value; consumers with high shopping motives when have a shopping trip will tend to spend more time and money in the department store; utilitarian and experiential value dimensions each affected consumers satisfaction.; both utilitarian and experiential value have positively influence on repatronage intention and we find that different levels of shopping motives were not significantly different in shopping satisfaction.

　This finding provides several suggestions to retail managers: first, they must pay much attention to consumers with low level of shopping motives, and try to raise their motivation of shopping or interesting by using promotion or other means. Second, marketers need to consider multiple ways to enhance their total consumer value package, stimulating both the utilitarian route and the experiential route in order to create the best value proposition for customers. Third, making efforts to improve repeat patronage intention with utilitarian value will increase customers to visit again in the future.

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