| Summary: | 碩士 === 中國科技大學 === 運籌管理研究所 === 95 === Retail market in Taiwan changes with each passing day. Controlling the consumers’ feelings and personalities thus become one of the critical tools for marketing and management. This research studied 433 consumers of outlet centers and shopping malls by factor analysis and clustering analysis, tried to find consumer types and the key factors influencing consumption and explored consumer types and the difference of key factors influencing consumption between outlet centers and shopping malls.
The consumers of shopping malls treat the air of shopping, fashion and brand, convenience, information and entertainment as the critical factors; however, although the consumers of outlet centers regard the air of shopping important, they also value shopping enjoyment. With regard to the aspects of convenience, entertainment and fashion, the above two are similar.
We further probed into the key factors and allocate the consumers of shopping malls and outlet centers into 8 groups: outlet centers -enjoyable, taste, lively and general; shopping malls-basic, fashionable, recreational and enjoyable. We also compare them with the research findings overseas and find that the key factors valued by foreign consumers can basically be divided into entertainment, convenience, brand and recreation which are considerably similar to those of the consumers in Taiwan.
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