Exploring Customer Types of the Outlet and the Shopping Mall in Taiwan
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 ana...
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ndltd-TW-095CKIT06820082015-10-13T14:08:39Z http://ndltd.ncl.edu.tw/handle/74668317158623733094 Exploring Customer Types of the Outlet and the Shopping Mall in Taiwan 台灣零售消費者型態之探索性研究-以暢貨中心與購物中心為例 Kong,Yi-Wei 康奕偉 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. Mei,Kuo-Chung 梅國忠 2007 學位論文 ; thesis 94 zh-TW |
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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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author2 |
Mei,Kuo-Chung |
author_facet |
Mei,Kuo-Chung Kong,Yi-Wei 康奕偉 |
author |
Kong,Yi-Wei 康奕偉 |
spellingShingle |
Kong,Yi-Wei 康奕偉 Exploring Customer Types of the Outlet and the Shopping Mall in Taiwan |
author_sort |
Kong,Yi-Wei |
title |
Exploring Customer Types of the Outlet and the Shopping Mall in Taiwan |
title_short |
Exploring Customer Types of the Outlet and the Shopping Mall in Taiwan |
title_full |
Exploring Customer Types of the Outlet and the Shopping Mall in Taiwan |
title_fullStr |
Exploring Customer Types of the Outlet and the Shopping Mall in Taiwan |
title_full_unstemmed |
Exploring Customer Types of the Outlet and the Shopping Mall in Taiwan |
title_sort |
exploring customer types of the outlet and the shopping mall in taiwan |
publishDate |
2007 |
url |
http://ndltd.ncl.edu.tw/handle/74668317158623733094 |
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