本研究目的是為了探討在百貨業現況通路逐漸導入新經營型態中，藉由與百貨經營者、女裝品牌經營者、女裝品牌門市及專櫃業者的訪談，得知百貨業者和流行女裝品牌，在經營上結合新型通路的模式，來得到市場分配和維持經營績效。再透過問卷調查法進行資料搜集，將百貨業分為傳統百貨公司和新經營型態之購物商場，提出問題進行資料分析，系統抽樣419 位消費者，分析結果顯示消費者對新型態購物中心的購買意願與購物中心的屬性有相關性，且除了性別和婚姻狀況無顯著性，其他包括年齡、教育程度、職業及年收入，皆與新型態的購買意願有顯著性。本研究分析之結論，希望能成為未來探討女裝品牌通路或是百貨業通路資料者的重要參考依據。
This goal of the research is to discuss the operation performance of new business model introduced gradually into present general merchandise industry by questionnaire survey. The survey classified the general merchandise industry into two categories, which are the tradition retail and omnichannel retail. Related people such as general merchandise operator, the female attire brand manager, the female attire brand retail sales and the sale representatives were interviewed in order to design the survey. The valid and reliable questionnaires were 419 copies return from randomly selected customers. The result shows significant relationship between purchase intention of customers and operating style of merchandise industry. In addition, the survey shows positive correlation between customer attribute and operating style of merchandise industry. Therefore, the result can be used as a reference for merchandise industry in the future.
