台灣南北都會區大型購物中心之消費者行為差異性研究－以「美麗華百樂園」及「統一夢時代」為例

Comparison on Consumer's Behaviors between Shopping Centers Located on Taipei City and Kaohsiung City-Examples of Miramar Entertainment Park and Tong-Yi Dream Mall

葉龍泰(Lung-Tai Yeh) ； 陳文正(Wen-Cheng Chen) ； 鄭富元(Fu-Yuan Cheng)

《稻江學報》 5卷1期 (2010/12) Pp. 169-187

https://doi.org/10.7018/JTU.201012.0169

摘要

為瞭解台北都會區與高雄都會區之消費者對大型購物中心與其他百貨業之區別，及大型購物中心對消費者有何吸引力，本研究以台北市「美麗華百樂園」及高雄市「統一夢時代」為探討對象，以問卷的方式對兩家大型購物中心的消費者進行消費行為、人口統計、消費動機及顧客滿意度的調查，以了解南北兩都會區之消費者對所在地之購物中心特性認知與消費行為的差異。調查結果發現，在探討消費者對大型購物中心的認知上，消費者較傾向大型購物中心需具有舒適寬敞的購物環境，另受訪者皆能辨識出量販店和大型購物中心之差別，但多數受訪者認為大型購物中心與百貨公司是雷同的，這也是目前台灣消費者對大型購物認定不明之處。台北都會區與高雄都會區兩地之消費者對所在地購物中心之特性認知、消費動機並無明顯的差異存在，唯獨對顧客滿意度存在顯著的差異。

關鍵字

購物中心 ； 消費者行為 ； 滿意度

並列摘要

The purpose of this research was to identify the attractions and perceptions of shopping centers from consumers who come from Taipei and Kaohsiung city. We selected Taipei Maramar entertainment park and Kaohsiung Tong-Yi dream mall as study subjects and investigated consumer's behavior, demographic statistics and consumer's satisfaction by questionnaire, and analyzed the differences on perception of shopping centers and consumer's behaviors between these two shopping centers. The results showed that in perceptions of shopping center, consumers considered shopping center should have comfortable and spacious shopping area, and most of them could clarify the shopping centers were different from hypermarket. However, most consumers considered the shopping centers were similar to department stores. There were no significant differences between north and south metropolitans on consumer's perceptions of shopping center and behaviors of local shopping centers. There were only significant differences between north and south metropolitans on consumer's satisfactions.

並列關鍵字

Shopping center ； Consumer's behavior ； Satisfaction