A Study of Re-segmenting the Consumers of Shopping Center with Missing Variable

• Main Authors: Ju-Yu Lin, 林育儒
• Other Authors: Kuo-Kuang Chu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/14547806755582145588

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === Abstract It has been twelve years long that Taipei Metro The Mall begins to operate the shopping mall business. Nowadays, there are sixteen shopping malls in Taiwan. The department store and the hypermarket business has become more and more specialization and large-scale, thus the department store and hypermarket business is more similar to shopping mall business. Besides shopping mall industry itself, it is very competitive because of other similar industry. Further, due to the intense competition, there is increasing pressure on shopping malls to clearly differentiate themselves more distinctively the retail strategy of integrating entertainment into a shopping mall’s marketing mix has been growing popularity. The consumer’s expectation of shopping mall is not only shopping for goods, but also for all kinds of experience of entertainment. Entertainment could be a difference method. There are a lot of literatures about studies of retailer’s store image in Taiwan, but the studies of the store image about shopping malls are few. And the study of entertainment about shopping malls is almost none. Thus the entertainment attribute may regard as one of variables which been missed before. One of the major purposes of this essay is discussing the store image and entertainment attribute of shopping center. The other one is using Cluster Analysis to find out the market segment which is base on the entertainment attribute. This study was conducted by structural questionnaires and regression analysis. Store image has positive relationship with consumer’s patronage intention. This essay had identified entertainment attribute of shopping center, it including three dimensions: entertainment facilities, entertainment activities, and food. The result could provide future studies which research about entertainment attribute of retailers. Empirical results indicate that there are positive relationships between entertainment attributes and consumer’s patronage intention. All of entertainment facilities, entertainment activities, and food have positive relationships with consumer’s patronage intention. The entertainment attributes also have interactive effect between store images and consumer’s patronage intention. III The essay segment the consumers of the shopping mall with store image, and revealed four distinct market segmentations namely “goods and convenience demand” cutler, “general demand” cutler, “entertainment demand” cutler and “pragmatic demand” cutler. The cutler of “entertainment demand” is the segmentation which seeking for entertainment attributes that was the missing attribute before. Therefore, the study analyze the demographic data and consumer behavior with cross analysis to indicate the differences among different segmentations. The differences may help shopping mall’s managers develop marketing projects.