THE EFFECTS OF CONSUMERS’PERCEPTIONS ON FUTURE PROJECTABILITY IN A BUSINESS AREA

• Main Authors: Li-jie Yan, 顏苙捷
• Other Authors: Jer-yan Lin
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/38547570138591650886

碩士 === 逢甲大學 === 統計與精算所 === 94 === The business area is one of the indispensable shopping and recreation for consumers in a metropolis. The purpose of this empirical study investigates is the effects of consumers’ perceptions on future projectability in a business area, in which it includes atmosphere, crowding, reciprocity, perceived risk and perceived value. In the first structure, we find reciprocity has mediating effect between environment factors and projectability. Namely, atmosphere and crowding has indirect positive influence to projectability through reciprocity; But the intensity between environment factors and projectability are not equal. In the second structure with perceived value to be the mediating between reciprocity and projectability, the result won’t change with the time. However, the positive relationship between perceived risk and value perception in two studies after one year us not inconsistent.