購物中心消費者購買行為與市場區隔之研究－以板橋地區居民為例

Abstract

台灣現行的購物中心，除了融入之前百貨公司的零售業種之外，更結合了多元的休閒設施及各種完善的服務，亦即購物中心不再是單純提供消費者的購物服務，而是更進一步，滿足消費者娛樂、休閒的需求，讓消費者在購物中心時，可以同時達到購物及休閒等多元目標。 本研究希望透過購物中心之消費行為，瞭解消費者在評估購物中心時會注重哪些產品屬性。此外，從不同消費群體的角度去探討對產品偏好上的差異，希望有助於企業擬定其行銷策略之參考。 本研究以EKB模式作為本研究之架構，以AIO生活型態變數作為市場區隔的基礎，以購物中心產品屬性與人口統計變數作為投入變數，透過消費時態變數作為消費行為之描述，將購物中心市場區隔化。本研究範圍所探討的購物中心僅限於主要為台灣北部地區為主，其中涵蓋台北市、台北縣、桃園縣(市)。 研究對象為板橋市居民且目前已擁有至購物中心經驗之消費者，以民國九十一年十二月一日至十日，於板橋車站出口處之出入民眾為抽樣對象並進行調查。 研究結果顯示，購物中心消費者可透過生活型態變數作有效的市場區隔，分為「媒體崇拜及新潮追尋型」、「便利購物及新產品嘗試型」、「品牌衝動型」。

Shopping Mall of Taiwan is not only composed of retail but also including of having diversified leisure centers. Today, Shopping mall couldsatisfied consumers with shopping and entertainment. The purpose of this research is to understand which product attributes SHOPPING MALL consumers pay most attention to, and from the point of view of market segments to discuss the differences in product preference. This is necessary to help companies form their marketing strategy. In this research, the EKB model is used as a conceptual framework, and the AIO lifestyle variable is used as a basis of market segmentation. SHOPPING MALL product attributes and demographic factors are used as independent variables. Consumption reality variables describe the behavior of consumers. This research discusses only northern Taiwan, such as Taipei city, Taipei county, etc. The sample is drawn from the residents of Panchiau District who had been to SHOPPING MALL. The sampling frame is the visitors to the Panchiau Station during December 1~10, 2002. The results show: SHOPPING MALL consumers can be successfully segmented by lifestyle variable, such as “Fashion Followers”, “Convenience Buyer”, and “Brand-Impulsive Buyer”.