An Empirical Study On The Factors That Affect Customers' Choice Of Shopping Mall

The paper provides 32 sorts of factors which customers could be influenced on choosing their favorite shopping malls, based on the analysis of the literatures which are related to shopping mall theories and the influencing factors of customer behaviors. The data, which has been used to analysis in this paper, was collected by using questionnaires that were designed based on the theoretical analysis and other research. An exploratory research has been done, which concerns the factors that affect customers' choice of shopping mall, the classification of customers and the different customers' demographic characteristics. After the analysis of SPSS15.0, there are ten factors which customers could be affected on choosing shopping malls. These are factor of variousness, factor of entertainment, factor of traffic and district, factor of auxiliary function, factor of price and quality, factor of services, factor of operation management, factor of external charm, factor of exhibition and factor of parking. Further analysis shows that customers could be classified as leisure shopping customers, all-around customers, general-shopping customers and service-oriented customers. Each category of customers have their own demographic characteristics. There are five chapters in this paper.The first chapter is the general introduction about the research and the structure of this paper.The second chapter is a review of the literatures which are related to shopping mall theories and influencing factors of customer behaviors. Then the paper provides 32 sorts of factors that affect customers' choice of shopping mall.The third chapter covers the designing and collection of questionnaires as well as the method and process of the research.The fourth chapter is the key part of this paper. The data which was from the questionnaires was processed with regards to reliability analysis, factor analysis, cluster analysis, discriminant analysis and correspondence analysis with SPSS 15.0. The result was demonstrated based on those analyses.The conclusion and some further discussion including the shortages of this paper and the possibilities of future research are covered in the last chapter.