| 英文摘要 |
In this research, the EKB model is used as a conceptual framework, and the AIO lifestyle variable is used as a basis of market segmentation. SHOPPING MALL product attributes and demographic factors are used as independent variables.
Consumption reality variables describe the behavior of consumers. This research discusses only northern Taiwan, such as Taipei city, Taipei county, etc. The sample is drawn from the residents of Panchiau District who had been to SHOPPING MALL. The sampling frame is the visitors to the Panchiau Station during December 1~10, 2002. The results show: SHOPPING MALL consumers can be successfully segmented by lifestyle variable, such as “Fashion Followers”, “Convenience Buyer”, and “Brand-Impulsive Buyer”. |
