中科購物廣場商圈調查：『娛』誰同樂

Abstract

在中科購物廣場中擁有多元化的商家，富有美味的用餐場所，也被稱之為「火鍋一條街」，因而吸引人潮聚集，在週末假日期間也會舉辦創意市集與街頭表演等各項活動。在眾多的商家中，我們也發現中科購物廣場進駐了許多的休閒娛樂場所，便引起我們對中科購物廣場的休閒娛樂場所進行調查的動機，並以探討如何吸引人潮前來消費做為我們的研究目的。在使用的分析方法中，我們以信度分析、主成份分析、敘述統計、T檢定、卡方檢定與變異數分析，來探討不同的研究問題。從問卷的數據分析結果得知，「大魯閣棒壘球打擊場」是最吸引消費者且最被推薦的休閒娛樂場所，但同時也發現消費者不曾去過中科購物廣場休閒娛樂場所的原因則為吸引力不高，因此我們提出了三個增加人潮的建議方案：改善宣傳方式、規劃多元的活動、提供更全面性的服務。最後，希望可以吸引到不同族群及年齡層的消費者前來中科購物廣場的休閒娛樂場所消費。

There are many kinds of stores and restaurants located in the Tech Mall. People also call that a street of hot pots for the Tech Mall. Therefore, this place attracts people to gather here. There are many activities hold during the weekend. Among these different kinds of stores, we find that there also have many stores for leisure and entertainment. It motivates us to do survey for these kinds of stores and investigate that how to attract people for shopping. We adapt some statistical methods, such as reliability analysis, principle component analysis, descriptive statistics, t test, Chi-square test and analysis of variance, to investigate our research questions. In our results, we find that the store of TAROKO SPORTS is the most popular and recommended store of leisure and entertainment for the customers of the Tech Mall. The major reason for the people didn’t visit the stores of leisure and entertainment is the lower attraction. Thus, we have three suggestions for the Tech Mall: improving the methods of Marketing, planning different kinds of activities and providing completed service. Finally, we hope these improvements can gather more people from different ages and groups.