by Chan Cheuk Tung. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 86-90). / Abstract also in Chinese. / ABSTRACT (IN ENGLISH) --- p.ii / ABSTRACT (IN CHINESE) --- p.iv / TABLE OF CONTENTS --- p.vi / LIST OF TABLES --- p.ix / LIST OF FIGURES --- p.x / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Overview: Neglected Role of Investors' Emotion --- p.1 / Inadequacies in Existing Theory and Research --- p.3 / Significance of Present Study --- p.5 / Chapter II. --- LITERATURE REVIEW --- p.6 / Demographic Studies of Investors --- p.6 / Decision Research on Choice Behavior --- p.7 / Personality Trait / Cognitive Style Approach --- p.7 / Situationist Approach --- p.8 / Interactionist Approach --- p.9 / Summary --- p.10 / Findings in choice behavior research --- p.10 / "Notion of ""Bounded Rationality""" --- p.10 / Frameworks for task and context effects --- p.12 / Decision-making as a Conflict Resolution Process --- p.13 / Generalized Cost/Benefit Analysis - the Emotional Dimension --- p.14 / Summary --- p.16 / Chapter III. --- HYPOTHESES --- p.18 / Information Acquisition --- p.18 / Negative Information --- p.20 / Positive and Irrelevant Information --- p.23 / Evaluation and Judgment --- p.25 / Strategies Formulation --- p.28 / Trading Performance --- p.30 / Chapter VI. --- METHODS --- p.32 / Overview --- p.32 / Material and Apparatus Selection --- p.33 / Selection of Music --- p.33 / Selection of Currency Pair --- p.35 / System for Trading Simulation --- p.36 / Selection of News Items --- p.37 / Pretest of Treatments --- p.39 / Subjects --- p.40 / Procedure --- p.41 / Manipulation Check - Pretest --- p.42 / Likert scale Measure --- p.43 / Affect Grid Measure --- p.44 / Convergent Validity of Measures --- p.45 / Summary --- p.46 / Estimation of Power and Optimal Sample Size for the Main Experiment --- p.46 / Main Experiment --- p.46 / Subjects --- p.47 / Procedure --- p.47 / Measures of Studied Variables --- p.48 / Control Variables --- p.49 / Chapter V. --- RESULTS & DISCUSSIONS --- p.51 / Manipulation Checks --- p.51 / Reliability of Mood Measures --- p.51 / Effect of Manipulations --- p.52 / Effects of Control variables --- p.54 / Trading Performance --- p.55 / Information Acquisition --- p.59 / Negative Information --- p.59 / Positive and Irrelevant Information --- p.62 / Time Allocation --- p.64 / Summary --- p.66 / Evaluation and Judgment --- p.66 / Decision Time --- p.66 / Decision Complexity --- p.68 / Decision Accuracy --- p.70 / Summary --- p.71 / Strategy Formulation --- p.72 / Use of Cut-loss Order --- p.72 / Use of Limit-profit Order --- p.73 / Investment Size --- p.73 / Summary --- p.75 / Discussion --- p.75 / Chapter VI. --- CONCLUSION --- p.78 / Discussion --- p.78 / Limitations and Suggestions for Future Studies --- p.80 / Suggestions to Investors --- p.76 / Individual Investors --- p.82 / Institutional Investors --- p.84 / BIBLIOGRAPHY --- p.86 / APPENDICES --- p.91 / Appendix 1 News Selection Phase One: Judges' Rating --- p.91 / Appendix 2 Screen Layouts of the Internet Trading System --- p.92 / Appendix 3 Coding Scheme -Complexity of Reasoning --- p.93 / Appendix 4 Questionnaire --- p.94

購物中心在國外已有長期的發展歷史，國內目前尚無購物中心的發展經驗，但民間經濟蓬勃發展，業者投資興趣濃厚，設置的區位選擇問題非常重要。 　　本研究對購物中心設置的區位選擇加以研究，研究內容除了參考零售商業區位選擇的文獻，在大範圍的區域中建立階層式的研究架構外，依序進行適合台灣購物中心發展的市場選擇、再劃定商圈範圍、另配合商圈內市場供需分析，選擇有設置購物中心潛力的商圈，最後在商圈的主、次要範圍內選擇購物中心設置的適宜據點。 　　本研究最主要的進展是建構一套能配合台灣購物中心設置區位的區位決策邏輯架構，尤以台灣沒有購物中心發展的軌跡可循，從市場選擇開始區隔購物中心和其他零售商業發展的不同，從消費者消費行為的基本假設，研究消費者到各商圈消費的機率，以市場的供給需求分析、需求門檻作為商圈選擇的判斷標準，最後以多目標分析法選出台灣北部區域適宜的設置據點，據以提出區位的具體建議。此為本研究的實質貢獻。 　　其中建議：(1).購物中心設置的區位選擇架構可以依本研究的選擇架構進行，可在大範圍中全面搜尋適宜區位。(2).本研究區位選擇的實證結果可作為私人業者、政府選擇購物中心區位或審核開發許可的參考。 　　然而實證的後續研究須再落實到基地區位選擇、預測縱斷面的時間資料預測、設置後的衝擊分析、經營分析，都是值得進一步研究的課題，有待繼續努力。