The Agglomeration Effect of Unplanned and Planned Retail Area Based on Consumers’ Points of View

• Main Authors: Yu-yi Chen, 陳瑜憶
• Other Authors: Ho-wen Yang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/41241294272388604076

碩士 === 逢甲大學 === 土地管理所 === 99 === Based on the Western retailing development experience, the traditional unplanned retail area is threatened by the off-town planned retail area. The evidence also can be proposed in Taichung City, Taiwan, i.e. Taichung former CBD, located in town centre and nearby train station, is gradually replaced by the larger off-town department stores, located in the 7th land readjustment area. The main decline reasons of the unplanned retail area are coming from losing its retail agglomeration attractiveness and consumers’ switching behavior. This study tries to investigate the differences of the retail agglomeration attractiveness between unplanned and planned retail areas based on the framework of attractiveness, satisfaction, and loyalty from consumers’ points of view. Structural equation modeling is employed to exam their relationships and AMOS program is used to analyze mean and covariance structures. Based on a systematic sampling strategy, suggested by Sudman (1980), a face-to-face interview was carried out on the main streets of Taichung former CBD and Shin Kong Mitsukoshi department store in July and September 2009, and total 1,242 samples were successfully interviewed, 642 and 622 samples, respectively. The findings support that attractive indicators of the unplanned retail area more likely to have directly positive relationships to loyalty, i.e. atmosphere and merchandise value indicators; attractive indictors of planned retail area seemly have ambiguous relationships between satisfaction and loyalty, e.g. atmosphere, retail tenant mix, and accessibility indicators have directly positive relationships to loyalty, parking indicator has a negative relationship to loyalty, and, finally, accessibility indicator has indirectly negative relationship to loyalty by satisfaction.