目錄 - ç ”ç©¶ç™¼å±•è™• - 稻江科技暨管理學院

稻 江 學 報 第 五 卷 第 一 期
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
Lung-Tai Yeh 1 , Wen-Cheng, Chen 2 , Fu-Yuan Cheng 3
1 Lecturer, Department of Hospitality Management, Toko University
2 Lecturer, Department of Hospitality Management, Toko University
3 Assistant Professor, Department of Hospitality Management, Toko University,
Abstract
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.
Keywords: Shopping center, Consumer’s behavior, Satisfaction
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