大型購物中心之區位與消費者生活型態對消費行為之影響研究

Abstract

大型購物中心在國內，可說是一嶄新的服務創舉，故可視為一種創新，其創新的程度將足以影響整個零售業之消費型態。大型購物中心之區位條件關係著企業掌握、分析消費者特性與消費行為之依據，故本研究主要探討國內北部地區大型購物中心之區位與消費者生活型態對顧客消費行為之影響關係，並作為大型購物中心規劃、設定經營管理制度之參考。 本研究採問卷調查的方式，對郊區型購物中心（包括台茂南崁家庭娛樂中心和大江國際購物中心）及都市型購物中心（三僑微風購物廣場和京華城休閒娛樂購物中心）的消費者進行消費行為、生活型態、人口統計之問卷調查，利用SPSS軟體進行因素分析及集群分析以獲得消費者生活型態的資料，再運用卡方檢定得出不同區位之大型購物中心、消費者生活型態及人口統計變數對消費行為的影響結果。 研究結果顯示，不同區位之大型購物中心消費者在消費動機、消費業種、交通工具、交通時間、消費動線及賣店吸引力上具顯著差異，顯示國內不同區位之大型購物中心在立地條件、建築結構方式、承租業種的選擇及購物中心本身之定位上的不同，確實會讓此兩種不同區位之大型購物中心消費者呈現相異的消費行為。不同生活型態之大型購物中心消費者僅對消費業種及搭乘之運具具顯著差異，顯示當大型購物中心欲針對不同消費族群之特色來選擇與強調不同的、適切的業種組合，並提供貼心的交通服務以吸引不同生活型態之大型購物中心消費者前往消費時，大型購物中心可以生活型態對消費者進行區隔，以準確抓住每個消費族群之需求。不同性別、年齡、教育程度、職業、婚姻狀況、有無個人之交通工具及目前居住地區下之國內大型購物中心消費者對其消費行為具顯著差異，顯示大型購物中心受訪者會受其人文特質之影響，並反映在消費行為上。

In Taiwan, the establishment of shopping malls can be regarded as a kind of innovative consumer service, which affects the consumption patterns of retail business as a whole. The location of the shopping mall is a key factor in the business’ understanding and analysis of its consumers’ characteristics and behaviors. Therefore, the purpose of this study is intended to probe into the impact of the shopping mall location and consumer life style has on consumer behavior. Also, the results can serve as references to the shopping mall proprietor in their planning and setting marketing strategies and management system. The questionnarive survey method was used to collect the consumer behavior, life style and demographic data of consumers at suburban shopping malls （include TAIMALL and Metro Walk）and urban shopping malls （include Core Pacific City and Breeze Center）. The resulting data were analyzed by using factor analysis, cluster analysis to determine the consumer life styles, then the hypotheses of this study are tested by using chi-square. The research findings indicated that there is a significant difference among consumers’ consumption motivation, consumption category, transportation, time for transportation, consumption path and attractions of the shopping mall at different locations. The location, building structure, tenant category and the market position of different shopping malls careated different consumer behavior. Consumers of different life styles showed great difference in their needs of consumption category and transportation. If the shopping mall proprietor can boost their sales by pinpointing at the different life style of their consumers when choosing appropeiate category of product and offering convenient transportation service to match their needs. There are significant differences noted based on gender, age, education level, occupation, marrial status, transportation methods and residence of the consumers on their consumer behaviors, which showed that an individual’s socaial and cultural characteristics are reflected on how he/she shops.