The Study of the consumer’s degree of satisfaction and Value degree on Pedestrian environment IN Jing Ming 1st. Shopping Street in Taichung City.

• Main Author: 王怡婷
• Other Authors: Robert C. L. Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/85605072162961812773

碩士 === 國立屏東科技大學 === 景觀暨遊憩管理研究所 === 96 === In early years, urban commercial activities usually developed in a ribbon fashion due to the confinement of transportation. Hybrid of residential and commercial buildings is thus commonly seen in the residential area in Taiwan. Convenience was what customers aim at as to shopping. However, shopping is turning now a recreation, and the pursuit of purchasing in joyful atmosphere rising, too. Therefore, shopping streets designed based on a thorough plan incorporating entrepreneurial sales techniques emerge. The evolvement of shopping streets not only exhibits to the shop owners the advantages but also enriches the quality of shopping by integrating the idea of business operation in a designate zone. The focus of this thesis is the shopping street, Jingming 1st Street, in Taichung. The triumph of it triggers my investigation toward how important a pedestrian shopping zone is for customers and the essence of a successful one. The highlight of the study is on the responses from the customers to the overall environment of the shopping street. Through the analysis of the customer's satisfaction toward the environment and their biggest concern about the pedestrian shopping street, I intend to spot the allure that appeals to the crowd there. Among the customers who go to Jingming 1st Street, males, youngsters and customers with low-incomes are found not as concerned about the walking environment as females, seniors and customers with higher incomes. The former who show less concern exceeds slightly in proportion. The main activities in this region are dining, shopping and walking. Up to 60% of customers make consumption such as shopping and dining. Dining itself takes up the surprising 34.2% of the whole. Although it was not the primary business aimed at on Jingming 1st Street, the statistics show that it is now. Based on the analysis, the quality of the pedestrian zone in terms of ease of walking is not as influential as the intensity of dining activities which is the major reason of why the crowd is drawn to Jingming 1st Street. In the survey of customer satisfaction toward Jingming 1st Street, the uniqueness of the pedestrian zone is proved to better other factors at increasing shoppers' satisfaction. On the ranking of what brings shoppers there, good service tops all and convenience of parking comes in second followed by quality goods and the uniqueness of the shopping zone. To sum up, what draws shoppers is, after all, touchable goods and customer service. Nevertheless, enhancing the walking space and building up uniqueness of a pedestrian zone also help attract buyers. Hence, in the development or remodeling of a pedestrian zone, well customer service and quality goods are decisive in terms of alluring shoppers. Only by enhancing the uniqueness of a pedestrian zone and walking space can the sales of a pedestrian shopping street rise. Accordingly, prior to the development of a pedestrian zone, targeting the types of business and management is vital. Alternatively, success can also be reached through subsidization by government with unification of the long-term management of similar businesses along the development plan, and the enhancement of the zone by adding appropriate pedestrian facilities according to the business type selected.