|Abstract: ||隨著購物中心在台的快速發展，其大面積開發與結合購物、娛樂、休閒、文化等多功能的設計，充分利用空間資源形塑獨特的購物情境，試圖為消費者帶來難忘的體驗。此與約瑟夫．派恩（B. Joseph Pine II）和詹姆斯．吉爾摩（James H. Gilmore）指出隨著時代的變遷，現階段經濟型態已由農業、工業、服務進入體驗經濟時代不謀而合。
Shopping centers have been developed rapidly in Taiwan, with a large-scale development combining with multiple function design from shopping, entertainment, leisure to culture. Shopping centers use spatial resource well to shape unique shopping environment and try to bring unforgettable experience for the consumers. This conforms to B. Joseph Pine II’s and James H. Gilmore’s conclusions that the current economic type has moved from agriculture to industry to service then to experience economy.
This study, at first, is to analyze the evolution of economic modes and the industry features of shopping centers by means of further studying the relevant experience economy papers and exploring on the shopping centers’ current development and their consumer cultures. Secondly, based on B. Joseph Pine II’s and James H. Gilmore’s four experience fields, entertainment, education, escapism and aesthetics, through the spatial phenomenon observation and developing trend, we conclude four major factors which affect the shopping center environment shaping, that is, recreational effect and leisure, fashion news and communication, foreign theme environment shaping, and environmental aesthetics and cultural meaning as well as 17 evaluation factors. Then, we use AHP to analyze the questionnaires undertaken by scholars and experts and to analyze the weight scale and the priority of shopping center environment shaping factors. Furthermore, based on the research results, we can give suggestions to developers, business operators and spacial designers for reference in the matter of environment shaping design of future shopping center industry.
In this study we find out, among the major factors of the first level, experts think that the most important considering factor of shopping center environment shaping should be recreational effects and leisure. The second important factor should be environmental aesthetics and cultural meaning. The third one is foreign thematic environment shaping. The last one is fashion news and communication. The result shows that experts consider that focusing on the recreational effects and leisure can best conform to the experience effect that experience economy emphasizes.
Among the top five factors of the second level evaluation factors, the most important one is large festival and activity square. Fashion & living info and green land landscaping and leisure facility are both graded the second important. The third one is recreational dynamic graphic display. The fourth one is recreational facility and cultural exhibitions. The fifth one is exotism. The result shows that on a whole except exotism belongs to the major evaluation factor of foreign subject environment shaping, the other four evaluation factors center on the major factor of recreational effect and leisure. The other two items belongs to fashion news and info communication. The scholars and experts’ priority of the importance on the environmental shaping factors obviously lies in recreational effects and leisure, emphasizing that by means of the large festival facilitation and stage design as well as the landscaping design can contribute to the shopping centers experience effects to the most. In addition, cultural exhibitions and fashion and living info can broaden customers’ knowledge, pass on fashion and taste, and combine and connect living areas. Hence, these factors are also highly evaluated by experts. As for exotism can best shape a thematic phenomenon.