With the emergence of urban shopping mall in Taiwan, the general commodity marketers created a new retailing business model. Several stores of the same product category convene together in the mall to take advantage of the congregation of a consumer crowd.
The current study conducted a questionnaires survey at Dream Mall of Kaohsiung, Taiwan, studying consumer behavior regarding the same-product category store: purchase readiness, information search, and store choice. The three testing same-category-stores in the mall are Daiso, Nitori and the Working House, which all are selling household wares. Another two major topics of the current research are shopper types and evaluation of shopping mall.
The 468 valid consumer subjects for the study were randomly solicited to participate the questionnaires survey at the door fronts of each above stores.The result of indicates there exist different types of shopper in the mall., There are significant differences in terms of purchase readiness and in information search. Moreover, purchase readiness and attribute consideration on products significantly affect their store choice.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0810109-201016 |
| Date | 10 August 2009 |
| Creators | Wang, Szu-wen |
| Contributors | Chun-Tuan (Debbie) Chang, Albert Wenben Lai, Min-Hsin Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0810109-201016 |
| Rights | not_available, Copyright information available at source archive |
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