近年來百貨業發展逐漸飽和與顧客消費型態改變的情況下，顧客需求日趨多元化，本研究藉由問卷發放了解顧客需求以提升顧客滿意度，增加消費者前往購買的意願，進而提升企業利潤，並針對百貨公司特性，將問卷分為商店氣氛、消費情緒、顧客知覺價值及顧客滿意度等四個構面來探討，以尋找影響顧客滿意度的關鍵因素，並以高屏地區大型百貨公司消費者為對象進行問卷調查，共發放230份問卷，獲得205份的有效樣本，運用驗證性因素分析，並結合AMOS軟體做假設驗證，結果顯示本研究整體模式配適度達顯著標準，理論模型可獲得支持，在變數假設方面除了消費情緒對顧客滿意度直接效果不顯著以外，消費情緒與顧客知覺價值皆對顧客滿意度有正向顯著影響；而商店氣氛透過消費情緒與顧客知覺價值對顧客滿意度亦具有中介效果之影響。 In recent years, due to market saturation of department store and the change of the consumption patterns, customer requirements become diversified. With conducting a questionnaire, this research aims at understanding the customer’s requirements to promote customers satisfaction degree, increasing consumer’s purchase intention, and promoting business’ profits. According to the characteristic of department stores, the research discusses with four viewpoints including store atmosphere, consumption emotion, customer perceived value and customers satisfaction degree to find the crucial points of the influence of customer satisfaction. Adopting questionnaire method, the study takes the customers of department stores in southern Taiwan. In sampling, there were 230, and with 205 effective questionnaires. The study used the structural equation models to verify the fitness of overall patterns. The results showed that the overall fitness standard reaches the test standards; it meant that the research theory patterns gains supports. Accordingly, the conclusion is followed: Expect the consumption emotions were not validated of the hypothesis, the Store Atmosphere, customer perceived value and customer satisfaction were validated of the hypothesis of the study. In addition, the consumption emotions and customer perceived value have an influence of mediation effect in the pattern.
