A study on the impact of the Store image in Shopping Center on the Consumers' Willingness of Consumption-An Example of Dream Mall

• Main Authors: Chu-Yuan Hsu, 許筑媛
• Other Authors: Tien-Kuo Wang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/59791598319258996679

碩士 === 立德大學 === 工業管理研究所 === 96 === As the sharp change period of customer needs comes, breaking up the traditional shopping mode of department store, large shopping malls have been emerging as a new shopping mode in Taiwan, which offer more choices for customers. Therefore, how to attract customers to shopping malls again becomes an important subject. Thus, this study primarily explores the influence of store image of Dream Mall on customers’ intention. For this purpose, Convenience Sampling method is employed. First 120 questionnaires were distributed and 98 valid questionnaires were obtained. Then Factor Analysis method was adopted to determine store image constructs, including facility planning, safety, comfort, and service ability and equipment image. Previous questionnaire was improved based on measurements of four constructs and 190 revised questionnaires were distributed and 176 valid questionnaires were returned, with a return rate of 93%. An empirical study was conducted on revised questionnaire by applying Pearson Correlation Analysis and Regression Analysis and the result indicates that store image and customers’ intention have a positive correlation to facility planning, safety, comfort, service ability and equipment image.