不同區位大型購物中心之消費者行為比較研究—以台茂家庭娛樂中心與京華城為例

Abstract

長期以來由於土地取得問題，限制台灣大型購物中心之發展。直至1999年新的土地政策實施後，購物中心始在台灣出現。本研究旨在比較大台北地區不同設店區位之購物中心：郊區型的台茂及都市型的京華城，兩者之消費者行為差異。首先，進行兩間大型購物中心之區位特性與承租商結構訪查；再者，透過問卷調查，比較不同區位之大型購物中心的商圈及消費者行為特性。 研究發現台茂歷經多次改裝後，目前轉型為運動休閒娛樂的經營方向，而京華城則以販賣商品為主要經營導向。此外，商圈分析上，消費者前往郊區型購物中心為娛樂消費為主，而前往都市型購物中心則為購物消費為主。台茂主要商圈為北部桃園，而京華城主要商圈為台北市，台茂商圈略大於京華城商圈。同時兩者皆為區域性的購物中心，且商圈並未重疊。研究結果顯示在台灣大型購物中心的經營定位及消費者消費行為，會因應不同區位特性而有所差異。

The development of shopping malls in Taiwan had been limited because of no access to land gaining. In 1999, new land policy was conducted, there began to emerge some shopping malls. This paper deals with an out-of-town shopping mall-TaiMall and an inner-city shopping mall-CPCity Living Mall. Firstly, the research starts with a survey of their locations and structure of the tenants. Secondly, with a survey method of questionnaire, this paper aims to identify and compare the business trade areas and their consumer behaviors of these two shopping malls with different location characters. The research results show that the strategy of management for shopping malls and the consumers’ behavior will differentiate because of different location characters. Out-of-town shopping mall-TaiMall later develops a recreational shopping strategy, and inner-city shopping mall-CPCity Living Mall offers a commercial shopping model. Besides, main business trade area of TaiMall is in Taoyuan County and the main business trade area of CPCity Living Mall is in the Taipei City. Both of them serve as regional markets, and their main business trade areas are not overlapped each other, so there are no competition between out-of town and inner-city town.