Positioning Department Store’s Spatial Images

• Main Authors: JEN-HO LIU, 劉仁和
• Other Authors: Chian-Yeun Chang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/9276h7

碩士 === 中原大學 === 室內設計研究所 === 93 === Abstract For the first time, this research applies the “factor analysis” and “MDS (Multidimensional Scaling Analysis) to study the viewpoint of “student group” to the department store spatial images. Our purpose is to utilize a more objective, scientific and practical method to transform “the consumer awareness and preference across the different market segments” into a measurable quantitative model. Furthermore, we can understand the consumer preference and characteristic factors to the department store’s spatial image design. This research is divided into two stages: 1. First, invite four experts to select 10 representative sets of testing spatial image photos; and 10 representative adjectives for the spatial attributes. Then, combine 10 sets of adjectives and 10 sets of spatial image photos to edit “preference, similarity and attributes” questionnaire for further study. 2. Gather the questionnaire and analyze by MDS program. The outcomes are as followed. (1) There is tremendous difference toward the spatial similarity awareness between “student group” and “professional group”. (2) “student group” and “professional group” reach consensus to the spatial attributes. (3) MDPREF preference awareness toward the space can use two dimentional axes. Basically “student group” and “professional group” share the common awareness in spite of the little difference for the negative axis. (4) Basically there is not much difference between the preference and non-preference toward the testing space. (5) Either MDPREF or PREFMAP analysis, the awareness outcomes are almost the same and reliable. (6) Regarding the preference, “student group” prefer “Metropolitan Vogue” attribute, while “professional group” prefer “Technologic Topic”, “New Classics”, “Nature Leisure” attributes. As a result, for “student group” , the department store’s spatial images can be positioned as the followed, 1. The preference attributes (in the order of the intensity) are “Metropolitan Vogue”, “New Classics” and “Nature Leisure”; 2. The preference spaces (in the order of the preference) are “Group 10”, “Group 7”, “Group 8” and “Group 9” It implies that, the MDS research and evaluation could be enlightening and practical, so it is worth promoting. And this research outcome can provide the commercial space designers and merchandise retailers the references to position the target consumers’ preferred spatial image and design. Keywords: Department store, Spatial images, Market segmentation, Position, Commercial space design, MDS (Multidimensional Scaling Analysis)