隨著全球化經濟的發展，及台灣產業結構的革新與進步，不僅帶動國民所得的提升，同時也改變了國人的生活型態，民眾所要求的生活品質與水準日益漸增，消費習性與購物行為也隨之大幅轉變，消費者的購物訴求上不再只是量的需求，漸而提升至質的享受，在如此的消費趨勢下，集購物、休閒、娛樂、餐飲等多功能之「購物中心」恰好滿足這項新的需求。
於台灣地區，購物中心產業自1994 年起迄今已有14家的規模，隨著政府政策的支持與鼓勵，加上零售百貨市場成長的趨勢下所蘊含的豐富商場，預計未來零售百貨市場的競爭情形將會逐漸擴大；除了新設立的購物中心不斷增加外，國內其他型態的零售業者，在面對消費型態的改變下，亦紛紛引進購物中心的概念，開設新型態的商場，如此的轉變使得購物中心在面臨同業競爭的同時，跨業競爭亦使得購物中心的經營更具困難度與挑戰性；然而，購物中心如何在眾多競爭者中脫穎而出，吸引消費者前往購物，將是購物中心經營的重要課題。故本文將著眼於探討吸引消費者惠顧購物中心的各項因素，並進而探討其各因子間的相對權重關係，以提供購物中心經營之參考。本研究以文獻探討所得之因素為變數基礎，並配合專家訪談之方式，來找出真正吸引台灣地區消費者惠顧購物中心的因素，再利用層級分析法(AHP)來計算已找出之各項吸引因子間的重要程度，既以分析出影響購物中心人潮吸引力之關鍵因素，並整合專家學者之看法，對台灣地區購物中心業者提出具體建議。
本研究結果發現，影響購物中心人潮吸引力之因素共可包括有四十二項因素，其分別可分類為：商品、商店組合、服務、便利性、促銷、商店氣氛和實體表徵等七大構面；整體而言，在四十二項評估因素中，有十五項因素的綜合權重高於平均值，又其中最具人潮吸引力之前五項因素，依序為商品品質、商品品牌、商品價格、主力商店選擇、地點可及性，由此結果可得知，商品構面下的因素在購物中心人潮吸引力具有相當的影響力，而反觀排序最後十名的因子亦可發現，商店氣氛構面下的因素相較於其他因素，則較不具人潮吸引力。

The purpose of this paper is to study the major factors of shopping center to attract customers and the relative weights among each factor.
They are 14 shopping centers in Taiwan since their grand opening of the year 1994. The outbreak of shopping centers has made the retail business becoming highly competitive and they are quite challenge to the traditional retail stores and even more interestingly the major factors of making shopping center so attractive that deserves to be examined carefully and deliberately.
The methodology and research framework taken for this study include a complete literature survey on the key factors of the attractiveness of shopping center and in accordance with expert opinions to make a complete list of major factors and then AHP is applied to determine the relative weights among the key factors, i.e., the key factors of the attractiveness of shopping factors are determined hereafter.
The major conclusions from this study include：(1)42 major factors are divided into 7 categories which are merchandise, tenant mix, service, convenience, promotion, store atmosphere, and physical evidence. (2)The most 5 highly weighted factors are product quality, product brand name, price, anchor stores, and location accessibility. Overall, merchandise category dominates the most attractive factor and store atmosphere is vice versa.

一、中文部份
1.中華民國購物中心發展協會(1995)，中華民國購物中心發展展望－1995，台北：中華民國購物中心發展協會。
2.中華徵信所(1993)，流通革命－購物中心，台北：中華徵信所。
3.呂湘南(2002)，商店印象與顧客忠誠度之研究-以大台北區百貨公司為例，私立元智大學管理研究所碩士論文。
4.李淑惠(200)，海運大眾運輸營運與服務績效評估-模糊多準則評估之應用，交通大學交通運輸研究所碩士論文。
5.沈迪銘(1994)，商店印象、商店選擇與惠顧行為之關係研究，國立中山大學企業管理研究所碩士論文。
6.周美秀(1994)，台北市百貨公司商店印象與惠顧行為關係之研究，私立銘傳大學管理科學研究所碩士論文。
7.林祐全(2001)，購物中心環境與購物型態對惠顧意願影響之研究，國立成功大學企業管理研究所碩士論文。
8.翁玉倩(1996)，高雄市百貨公司與大型量販店顧客消費行為之比較，國立成功大學企業管理學系研究所碩士論文。
9.馬友薏(2001），主力商店選擇與消費者對大型購物中心評估之關連性探討，私立元智大學管理研究所碩士論文。
10.張幸宜(1995)，北市百貨公司消費者商店印象與購買行為之研究，國立臺灣大學商學研究所碩士論文。
11.張愛華(1977)，消費者商店印象之研究，國立政治大學企業管理研究所碩士論文。
12.曹明誠(2002)，便利商店之消費者類型與消費行為之研究，國立成功大學企業管理學系研究所碩士論文。
13.許建德(2004)，主力商店與商店組合對零售業態定位之研究─以台北市購物中心之個案探討，國立台灣大學國際企業研究所碩士論文。
14.許應信(1994)，購物中心市場分析架構之研究，國立中興大學(台北)都市計劃研究所碩士論文。
15.郭福斌(2003)，整體商店環境對多重價值知覺之影響—以購物中心為例，國立高雄第一科技大學行銷與流通管理所碩士論文。
16.陳亞詩(2003)，購物中心主力商店吸引力與人潮分享之研究，元智大學管理研究所碩士論文。
17.黃文全(2001)，零售服務組合效果之研究－由業種互補性與購物動機探討之，私立元智大學管理研究所碩士論文。
18.黃建中(2002)，高雄市百貨公司消費者購買行為與商店形象之探討，國立中山大學企業管理學系研究所碩士論文。
19.黃彥凱(1986)，台北都會區購物中心開發策略之研究，國立中央大學建築(工程)研究所碩士論文。
20.黃登源、李仁棻(2003)，市場調查方法(二)，台北：台灣智慧科技與應用統計學會。
21.鄧振源、曾國雄(1989），層級分析法(AHP)的內涵特性與應用（上），中國統計學報，第27卷第6期， 5-22頁。
22.鄧振源、曾國雄(1989），層級分析法(AHP)的內涵特性與應用（下），中國統計學報，第27卷第7期， 1-20頁。
23.戴德瑜(1998)，商店群集與群集內互動關係之研究─以中壢市中正路為例，私立中原大學企業管理研究所碩士論文。
24.藍惠理(2004)，購物中心網站內容分析及其對消費者來店意願影響探討，國立成功大學企業管理研究所在職專班碩士論文。
25.嚴偉翠(1980)，百貨公司商店印象與購買決策之相關性研究 : 崇光百貨公司與中興百貨公司之實例研究，國立台灣大學商學研究所碩士論文。

二、英文部份
1.Bearden, W.O.(1977), "Determinant attributes of store patronage:Downtown versus outlying shopping centers," Journal of Retailing, Vol.53, Iss.2, pp.15-22.
2.Bellenger, Danny N., Barnett A. Greenberg, and Dan H. Robertson(1977),"Shopping Center Patronage Motives," Journal of Retailing, Vol.53(Summer), pp. 29-38.
3.Bitner, Mary Jo (1992),"Service: The Impact of Physical Surroundings on Customers and Employees,"Journal of marketing, Vol.56(April), pp.57-71.
4.Brown, S.(1992),"Tenant Mix, Tenant Placement, and Shopper Behavior in a Planned Shopping Centre," The Services Industries Journal, Vol.12, Iss.3, pp.384-403.
5.Brueckner, J. (1993), "Inter-Store Externalities and Space Allocation in Shopping Centers," Journal of Real Estate Finance and Economics, Vol.7, pp. 5-16.
6.Chowdhury, J., J. Reardon, and R. Srivastava(1998), "Alternative modes of measuring tore image: An empirical assessment of structured versus unstructured measures," Journal of Marketing Theory and Practice, Vol.6, No.2, pp.72-86.
7.Cockerham, Paul W. (1995), "Homart Revises Virginia Mall with Renovation and Remarketing," Stores, October, pp.16-18.
8.Cymrot, A., A. Gelber, and L. L. Cole(1982), "How to Invest in Office Buildings and Shopping Centers," Real Estate Review, Vol.12, Iss. 2, pp.75-82.
9.Darden, William R. and Robert F. Lusch(1983), "Patronage Behavior and Retail Management," New York,North-Holland.
10.Donovan, Robert and John Rossiter (1982),"Store Atmosphere: An Environmental Psychology Approach,"Journal of Retailing, Vol.58(Spring), pp.34-57.
11.Engel, J. F., Roger D. Blackwell, and Paul W. Miniard(1995), "Consumer Behavior," 8th edition, Chicago:Dryden Press, pp. 844-857.
12.Eppli Mark J. and James D. Shilling (1996), "How Critical Is a Good Location to a Regional Shopping Center?" The Journal of Real Estate Research. Vol. 12, Iss. 3, pp.459 –468.
13.Eppli, M. and J. Benjamin(1993), "The Evolution of Shopping Center Research: A Review and Analysis," Journal of Real Estate Research, Vol.9, pp.5-32.
14.Eppli, M. J. (1991), "Retail Leasing Behavior with Anchor Tenant Externalities," Ph.D. dissertation, University of Wisconsin-Madison.
15.Eppli, M. J. and J. D. Shilling (1995), "Large-scale Shopping Center Development Opportunities," Land-Economics, Vol. 71, Iss. 1, pp.35-41.
16.Finn, A. and J. J. Louviere(1996), "Shopping Center Image, Consideration, and Choice: Anchor Store Contribution," Journal of Business Research, Vol.35, No.3, pp.241-251.
17.Finn, Adam and Jordan Louviere. (1990). "Shopping Center Patronage Model:Fashioning a Consideration Set Segmentation Solution," Journal of Business Research, Vol.21, pp.259-275.
18.Fisk, G.(1962), "A Conceptual Model for Studying Customer Image," Journal of Retailing, Vol.37, Iss.4, p.5.
19.Forgey, Fred A ., Paul R. Goebel and B. Nixon(1995), "Addressing Tenant Site Selection to Maintain Shopping Center Success," Economic Development Review, Vol.13, No.2, pp.56-59.
20.Gerbich, Marcus(1998), "Shopping Center Rentals: An Empirical Analysis of the Retail Tenant Mix," Journal of Real Estate Research, Vol.15, No.3, pp.283-296.
21.Greenspan, J.(1987), "Solving the Tenant Mix Puzzle in Your Shopping Center," Journal of Property Management, Vol. 52, Iss. 4, pp. 27-31.
22.Hanna,N. and R. Wozniak (2001), "Consumer Behavior-An applied Approach," New Jersey:Prentice Hall, p.2.
23.Hansen, R.A., and T. Deutscher(1977-1978), "An empirical investment of attribute importance in retail store selection," Journal of Retailing, Vol.53, No.4, pp.59-72.
24.Huff, David L.(1964), "Defining and Estimating a Trade Area," Journal of Marketing, Vol.28, pp.34-38.
25.Jones, K. and Simmons, J.(1970), "The Retail Environment," Routledge, pp.317-343.
26.Joyce,Mary L.;Lambert,David R.(1996), "Memories of the way stores were and retail store image," International Journal of Retail & Distribution Management, Bradford, Vol. 24, p.24 .
27.Kirkup, M. and M. Rafiq(1994), "Managing Tenant Mix in New Shopping Centres, " International Journal of Retail & Distribution Management, Vol. 22, No. 6, pp. 29-37.
28.Konishiy, Hideo and Michael T. Sandfortz(2002), "Achor Stores", Retailing management, pp.1-32.
29.Kowinski, W. S. (1985), "The mall of America," New York: William Morrow and Company, Inc.
30.Kunkel, J.H., and L.L.Berry(1968), "A behavioral　conception of retail image," Journal of Marketing, Vol.32, No.4, pp.21-27.
31.Lakshmanan, T. R. and W. G. Hansen(1965), "A Retail Market potential Model," Journal of American Institute of Planners, vol.31, pp.134-143.
32.Lindquist, Jay D. (1974), " Meaning of Image," Journal of Retailing, Vol.50, No.4, pp.29-38.
33.Martineau, p.(1958), "The Personality Of A Retail Store," Harvard Business Review, Vol.36, pp.47-55.
34.Mason, J.Berry, L. Mayer and J.B. Wilkinson(1993), "Modern Retailing:Theory and Practice," 6th Ed., N.J.:Irwin.
35.Mejia, Luis C ,aned John D Benjamin(2002), "What do we know about the determinants of shopping center sales? Spatial vs. non-spatial factors," Journal of Real Estate Literature, Vol.10, Iss. 1; pp. 3-24.
36.Miller, G. A. (1956), " The Magical Number Seven Plus or Minus Two：Some Limits on our Capacity for Processing Information," Psychological Rev., Vol.63, pp.8-97.
37.Oppewal, H. and H. Timmermans(1999), "Modeling Consumer Perception of Public Space in Shopping Centers," Environment and Behavior, Vol.31, No.1, pp. 45-65.
38.Ownbey, Kenton L, Kyle Davis, and Harvey H. Sundel(1994), "The Effect of Location Variables on the Gross Rents of Neighborhood Shopping Centers," Journal of Real Estate Research, Vol. 9, NO.1, pp.111-123.
39.Reilly, W.J.(1931), "The Law of Retail Gravitation," New York:Knickerbocker Press.
40.Rich, S.U., and Portis, B.D.(1964), "The imagies of department store," Journal of Marketing, Vol.28, No.2, pp.10-15.
41.Saaty, T. L. (1977), "A scaling method for priorities in hierarchical structural," Journal of Mathematical Psychology, Vol. 15, pp.274-281.
42.Saaty, T. L. (1980), "The Analytic Hierarchy Process," New York:McGraw-Hill.
43.Samli A. Coskun, Kelly J. Partick, and Hunt H. Keith(1998),"Improving the Retail Performance by Contrasting Management and Consumer-Perceived Store Image:A Diagnostic Tool for Corrective Action," Journal of Business Research,Vol.43, pp.27-28.
44.Simons, Robert A.(1992), " Site Attributes in Retail Leasing: An Analysis of a Fast-Food Restaurant Market, " The Appraisal Journal, Vol.60, No.4, pp.521-531.
45.Spies, Kordelia, Friedrich Hesse , and Kerstin Loesch(1997), "Store Atmosphere, Mood and Purchasing Behavior," International Journal of Research in Marketing, Vol.14, No.1, pp.1-17.
46.Stanley, Thomas J. and Murphy A. Sewall(1976), "Image Inputs to a Probabilistic Model: Predicting Retail Potential,"Journal of Marketing, Vol.40, pp.48-53.
47.Stephenson, P.R.(1969), "Identifying determinants of retail patronage," Journal of Marketing, Vol.33, No.3, pp.57-61.
48.Wakefield, Kirk L. and Julie Baker (1998). "Excitement at the Mall: Determinants and Effects on Shopping Response," Journal of Retailing, Vol. 74, No.4, pp. 513-539.
49.Wong, Grace Khei Mie, Yu Lu, and Lim Lan Yuan(2001), "SCATTR: an instrument for measuring shopping centre attractiveness," International Journal of Retail & Distribution Management, Vol.29, Iss. 2, p.76.
50.Zimmer, Mary R. and Lindal L. Golden(1988), "Impressions of retail stores : a content analysis of consumer images," Journal of Retailing, Vol.64, Iss.3, pp.265-293.

三、網站部份
1.日本購物中心協會(JCSC)網頁：http://www.jcsc.or.jp/。
2.中華民國購物中心發展協會網頁，http://www.scdc.org.tw。
3.國際購物中心協會(ICSC)網頁：http://www.icsc.org/。
4.ULI-the Urban Land Institute網頁：http://www.uli.org/。