購物幸福指標建立與購物幸福感分析

購物為生活中不可或缺的活動，然而隨著環境的變化，現今消費者意識抬頭，人們在滿足物質需求的同時，更希望能從中獲得幸福感。本研究回顧了購物幸福感的構念、形成原因與影響，並以消費、社交、休閒以及社區幸福四個重要構面作為購物幸福感的研究面向。為了衡量消費者的購物幸福感，本研究參考多品質特性的製程能力指標以反映出消費者感到幸福的比率。為了提升指標的應用性，本研究提出構物幸福分析圖，藉由分析圖的繪製與落點分析，可協助企業判斷各幸福面向是否符合商場業者訂定的標準，並針對異常面向的形成原因尋找解決方法，以提高消費者的購物幸福感，進而增加商場忠誠度、傳遞正面口碑，為商場帶來更多的獲利。

Shopping is an indispensable activity in our daily life. With changes of the business environment and the rise of consumer awareness, consumers have begun to seek a sense of well-being in addition to satisfaction of material needs when they visit a shopping mall. In this paper, we review the dimensions, antecedents, and influences of well-being and then investigate shopping well-being along four important dimensions, including consumer, social, leisure, and community. To measure shopping well-being in consumers, we employ the concept of the process capability index for multiple quality characteristics. This allows us to capture the ratio of consumers who feel well-being from shopping. For better applicability of this shopping well-being index, we also propose to draw the shopping well-being analysis chart. By drawing and analyzing this chart, we can assist businesses in evaluating their mall’s performances on each shopping well-being dimension and find solutions for dimensions with abnormal performances to enhance consumers’ well-being. Higher shopping well-being can lead to higher customer loyalty, more positive word-of-mouth, and ultimately, greater profits for the mall.