臺灣博碩士論文加值系統

本研究主要以顧客對於購物之動機, 態度及意見來探討台中地區消
費者的購物導向因 素構面. 並藉由所得之構面對消費者進行集群分析,
進而探討不同集群的人口統計特性, 及其對於大型購物中心四項功能(
商業功能, 文化功能, 休閒娛樂功能, 服務功能 )之重 視程度.
本研究採用便利性抽樣的方式透過問卷收集資料, 共得有效問卷 487份.
在進行消費者購物導向之因素分析後顯示, 台中地區消費者的購物導向因
素共可分為九 個購面(流行, 休閒娛樂, 訊息搜尋, 價格, 便利性, 名
氣商店, 計劃性, 多樣性惠顧, 人際).而在進行集群分析後的結果顯
示, 台中地區的消費者依其購物導向共可分為六個集 群(忠誠性價格型,
非理性搜尋型, 高品味型, 自主型, 理性價格型, 多樣性惠顧型). 本
研究結果亦顯示消費者對於四大功能的重視程度在分佈上, 依次為1.休閒
娛樂功能, 2.服 務功能, 3.商業功能, 4.文化功能. 因而本研究建議大
型購物中心開發業者, 將影響消費 者對於四大功能重視程度不同之因
素, 融入大型購物中心的設計與定位中.

The purpose of the research is to investigate the
relationship betweencon sumer''s shopping orientation and their
attitude and preference toward thefour main functions of
shopping malls which are commercial, recreationalcultural an d
service functions. Market segmentation and demographic
analysisof consumers in those segmensts are also investigated.
Convenience samples are obtained from two commercial trade
areas ofTaichung city, one art museum, and one amuse ment and
botanical park toreflect different functions which shopping
malls cou ld provide. Of the 550samples, 487 of them are
effective. After coducting fact or analysis, ninefactors of
shopping orientation(including fashion, recreation al,
informationsearch, price conscious, convenience shopping, store-
brand, pla nned shopping,shopping around, and personalizing)are
obtain. Result of cluster analysisthrough the nine factors of
shopping orientations show six clusters o f shopperswhich are
loyal and price conscious, unrational searching, high clas s,
personalizing, rational price conscious, and shopping around
shoppers. Chi-square test indicates that the six
clusters of shoppers have thesame dis tribution of preferences
on the four main functions shopping mallsbut differ i n
demographic factors. T-test further show that the order of
preferences of co nsumers on the four main functions of
shopping malls are1.recreational, 2.serv ice, 3.commercial, and
4.cultural functions. Besides,results also demonstrate
significant implications for the design of shoppingmalls in
Taichung.