本研究旨在了解價格感知、分類和服務質量策略是否會影響在線和離線購物
環境中的消費者福祉。此外，我們打算了解為什麼服務質量策略會影響消費者
的幸福感。為了回答這些問題，我們對201 位優衣庫客戶進行了一項調查。研
究結果表明，只有在線服務質量的保證維度才能提高幸福感。我們還發現，對
關聯的需求解釋了在線環境中服務質量的影響，特別是響應性維度。該研究為
考慮在線和離線購物環境的消費者福祉的未來研究奠定了堅實的基礎。我們認
為，由於營銷資源的限制，找到並實施更有效的策略非常重要。

This study aims to understand if price perception, assortment, and service quality
strategies affect consumer wellbeing in online and offline shopping settings. In
addition, we intend to know why service quality strategies may influence consumer
wellbeing. To answer those questions we conducted a survey among 201 UNIQLO
customers. The findings show that only the assurance dimension of online service
quality increases wellbeing. We also find out that the need for relatedness explains
the impact of service quality in online settings, in particular the responsiveness
dimension. The study provides a solid foundation for future research in consumer
wellbeing considering online and offline shopping settings. We believe that it is important
to find and implement more efficient strategies due to marketing resource
limitations.

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