标题: | 大型购物中心之区位与消费者生活型态对消费行为之影响研究 A Study on the Impact of the Shopping Mall Location and Consumer Life Style Have on Consumer Behavior |
作者: | 叶佳宜 Chia-I Yeh 褚宗尧 Tzong-Yau Chu 管理科学系所 |
关键字: | 购物中心;区位;生活型态;消费者行为;Shopping Mall;Location;Life Style;Consumer Behavior |
公开日期: | 2001 |
摘要: | 大型购物中心在国内,可说是一崭新的服务创举,故可视为一种创新,其创新的程度将足以影响整个零售业之消费型态。大型购物中心之区位条件关系着企业掌握、分析消费者特性与消费行为之依据,故本研究主要探讨国内北部地区大型购物中心之区位与消费者生活型态对顾客消费行为之影响关系,并作为大型购物中心规划、设定经营管理制度之参考。 本研究采问卷调查的方式,对郊区型购物中心(包括台茂南崁家庭娱乐中心和大江国际购物中心)及都市型购物中心(三侨微风购物广场和京华城休闲娱乐购物中心)的消费者进行消费行为、生活型态、人口统计之问卷调查,利用SPSS软体进行因素分析及集群分析以获得消费者生活型态的资料,再运用卡方检定得出不同区位之大型购物中心、消费者生活型态及人口统计变数对消费行为的影响结果。 研究结果显示,不同区位之大型购物中心消费者在消费动机、消费业种、交通工具、交通时间、消费动线及卖店吸引力上具显着差异,显示国内不同区位之大型购物中心在立地条件、建筑结构方式、承租业种的选择及购物中心本身之定位上的不同,确实会让此两种不同区位之大型购物中心消费者呈现相异的消费行为。不同生活型态之大型购物中心消费者仅对消费业种及搭乘之运具具显着差异,显示当大型购物中心欲针对不同消费族群之特色来选择与强调不同的、适切的业种组合,并提供贴心的交通服务以吸引不同生活型态之大型购物中心消费者前往消费时,大型购物中心可以生活型态对消费者进行区隔,以准确抓住每个消费族群之需求。不同性别、年龄、教育程度、职业、婚姻状况、有无个人之交通工具及目前居住地区下之国内大型购物中心消费者对其消费行为具显着差异,显示大型购物中心受访者会受其人文特质之影响,并反映在消费行为上。 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. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#NT900458001 http://hdl.handle.net/11536/69086 |
显示于类别: | Thesis |