地下商店街消費者行為及市場區隔之研究－以台北地下街為例

Abstract

地狹人稠的台灣，為使有限的土地作空間的延伸發展，土地的多目標及集約使用方式是必然之趨勢，復以捷運系統的陸續開發與完成，地下商店街於焉因應產生，其兼具通路及商場的功能，在都市中扮演特殊的角色，型態上更展現出多元化的特質，藉商業及服務業的聚集，使得商業中心特性更加彰顯；然地下街商場是否能憑仗其交通便利及不受干擾的購物環境優勢，搶得商機，除賴硬體環境的週全建設外，如何瞭解目標市場消費者的需求，據以進行市場區隔，並將適當的目標市場，分以不同的行銷手法加以配合，以獲得最大的行銷效果，實有研究探討之必要。 本研究係以目前最具規模之台北地下街作為研究範圍，並以光臨之消費者所追尋期望利益作為市場區隔基礎；利用因素分析法萃取利益因素構面，再利用集群分析法進行利益區隔，並以卡方檢定、變異數分析等方法，探究各區隔集群在人口統計變數、消費動機、資訊來源、消費實態及期望利益變數滿意程度上之差異情況，藉以了解各目標市場之消費型態，以供作為行銷策略之參考。 研究結果顯示地下商店街消費者可經由期望利益變數作有效的市場區隔，分為「時尚偏好」、「要求較多」、「感受掛帥」及「互動導向」四個集群，各集群在動機、資訊來源、消費實態、人口統計變數及滿意程度上均有顯著差異，而又以前三集群為目標市場群，行銷建議如下：「時尚偏好群」，應以最新或時髦商品為號召，藉以塑造領先流行之形象；「要求較多群」，以促銷或低價位產品手法，同時針對停留時間較常且較易獲得滿意的特性，可鼓勵或提供商品的試用，讓其親身體驗良好的服務品質；「感受掛帥群」為感性消費者，應加強產品與賣場特色，以增加感官上之感受，進而刺激消費。

In Taiwan, to extend limited land for complex and highly concentrated is the trend. In addition, the rapid transit system accomplished, underground shopping center has been accompanied. It plays a special role in the city for it’s multiform characteristics. Except for the convenient traffic, perfect facilities and easy shopping environment, it must to know the need of its consumers to get the opportunity of business. So it’s necessary to employ different market strategies according to the key market. This study takes Taipei City Mall as an example to discuss and employs consumer’s benefit segment method as the conceptual framework. The study is aimed at customers who consumed at Taipei City Mall, from which samples were drawn by questionnaire, and the resulting data were analyzed by statistical approaches including descriptive analysis, factor analysis, cluster analysis, chi-square test and MANOVA. The conclusions and results of analysis are reached as follows: consumers of Taipei City Mall can be efficiently segmented by expected benefit into four clusters. There is a significant difference between the different segments in motivation, sources of information, consumer behaviors and demographics. Eventually, aiming at key benefit segmentations, the study presents suggestions for marketing strategies.