The design of Shopping Mall Functions from Shopping Orientations - An Empirical Study of Taichung

• Main Authors: Shih, Chung-Chen, 施忠楨
• Other Authors: Kune-Muh Tsai
• Format: Others
• Language: zh-TW
• Published: 1996
• Online Access: http://ndltd.ncl.edu.tw/handle/30979676782738179786

碩士 === 靜宜女子大學 === 管理科學系 === 84 === The purpose of the research is to investigate the relationship betweencon sumer''s shopping orientation and their attitude and preference toward thefour main functions of shopping malls which are commercial, recreationalcultural an d service functions. Market segmentation and demographic analysisof consumers in those segmensts are also investigated. Convenience samples are obtained from two commercial trade areas ofTaichung city, one art museum, and one amuse ment and botanical park toreflect different functions which shopping malls cou ld provide. Of the 550samples, 487 of them are effective. After coducting fact or analysis, ninefactors of shopping orientation(including fashion, recreation al, informationsearch, price conscious, convenience shopping, store- brand, pla nned shopping,shopping around, and personalizing)are obtain. Result of cluster analysisthrough the nine factors of shopping orientations show six clusters o f shopperswhich are loyal and price conscious, unrational searching, high clas s, personalizing, rational price conscious, and shopping around shoppers. Chi-square test indicates that the six clusters of shoppers have thesame dis tribution of preferences on the four main functions shopping mallsbut differ i n demographic factors. T-test further show that the order of preferences of co nsumers on the four main functions of shopping malls are1.recreational, 2.serv ice, 3.commercial, and 4.cultural functions. Besides,results also demonstrate significant implications for the design of shoppingmalls in Taichung.