| Summary: | 碩士 === 立德大學 === 工業管理研究所 === 96 === As the sharp change period of customer needs comes, breaking up the traditional
shopping mode of department store, large shopping malls have been emerging as a
new shopping mode in Taiwan, which offer more choices for customers. Therefore,
how to attract customers to shopping malls again becomes an important subject.
Thus, this study primarily explores the influence of store image of Dream Mall on
customers’ intention. For this purpose, Convenience Sampling method is employed.
First 120 questionnaires were distributed and 98 valid questionnaires were obtained.
Then Factor Analysis method was adopted to determine store image constructs,
including facility planning, safety, comfort, and service ability and equipment image.
Previous questionnaire was improved based on measurements of four constructs and
190 revised questionnaires were distributed and 176 valid questionnaires were
returned, with a return rate of 93%. An empirical study was conducted on revised
questionnaire by applying Pearson Correlation Analysis and Regression Analysis
and the result indicates that store image and customers’ intention have a positive
correlation to facility planning, safety, comfort, service ability and equipment
image.
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