【研究报告】商场翻新工程访客意见调查访问研究结果ppt课件

1、慈雲山中心翻新工程訪客意見調查慈雲山中心翻新工程訪客意見調查 Customer Opinion Survey on Tsz Wan Shan Shopping Centre Asset Enhancement Project訪問研讨結果訪問研讨結果Survey Findings 調查對象調查對象 Target respondentsl15歲或以上、曾於慈雲山中心商場五、六樓瀏覽或消費的香港居民。lHong Kong residents aged 15 or above who have visited or shopped at the 5th or 6th floor of Tsz Wan

2、Shan Shopping Centre 調查目的調查目的 Objectives of Studyl於商場五、六樓翻新工程完成前後之消費方式；lMode of consumption before & after enhancement of 5th & 6th floor of Tsz Wan Shan Shopping Centrel對商場五、六樓翻新工程的滿意程度；及lLevel of satisfaction on enhancement works in 5th & 6th floor of the shopping centre；andl比較商場五、六樓翻新工程完成前後對商場五、六

3、樓之滿意程度。lComparison of level of satisfaction on 5th & 6th floor before and after enhancement調查方法調查方法 Survey Methodologyl日期：2006年6月8至11日lDate: June 8-11, 2006l時段 Time： Morning 上午(10:30-13:30)l Afternoon下午(14:00-17:00)l Night 晚上(18:00-21:00)l地點：慈雲山中心已進行翻新工程的五、六樓商場lLocation: 5th & 6th floor of Tsz Wan S

4、han Shopping Centre, with enhancement works completedl方式：於平日星期一至星期五及假日星期六及星期日由訪問員以結構性問卷進行訪問調查lMethodology: conduct interview during weekdays (Monday- Friday) & weekends (Saturday & Sunday)調查個案調查個案 Sample Cases胜利完成個案胜利完成個案 Successful cases: ：838訪問完成地點分布Interview location問卷數目No. of Questionnaire有效百分比P

5、ercentage五樓 5th floor46155.0六樓 6th floor 37745.0總數 Total838100.0受訪者背景Demographics of respondents受訪者背景受訪者背景 : 年齡年齡 Demographics: Age15-18 19-25 26-35Age36-4546-55Over 56受訪者背景受訪者背景 : 性別性別 Demographics: Gender受訪者背景受訪者背景 :居住地區居住地區 Demographics: Residential area受訪者背景受訪者背景 :到慈雲山中心的途徑到慈雲山中心的途徑Transportatio

6、n to Tsz Wan Shan Shopping CentreOn footOthersBy TaxiBy Bus/MinibusDrive研讨分析結果Results Analysis翻新工程完成前後，到訪商場平均次數比較翻新工程完成前後，到訪商場平均次數比較Comparison of number of visit before & after enhancement翻新前Before enhancement翻新前After enhancement變幅Change每月平均到訪次數Average no. of visit per month平日Weekdays3.65 +38%假日Week

7、ends5.78 +40%翻新工程完成後，假日每次到訪商場平均逗留時間的變化翻新工程完成後，假日每次到訪商場平均逗留時間的變化Average duration of visit in holidaysl工程完成後 After enhancementl61%受訪者加長假日每次到訪逗留時間l61% of respondents extend their stay in the SC in holidaysl每次逗留時間平均添加為61分鐘l Average duration per visit has increased for 61minutes翻新工程完成後，平日每次到訪商場平均逗留時間的變化翻

8、新工程完成後，平日每次到訪商場平均逗留時間的變化 Average duration of visit on weekdays工程完成後 After enhancement57%受訪者加長平日每次到訪逗留時間57% of respondents extend their stay in the SC on weekdays每次逗留時間平均添加為52分鐘Average duration per visit has increased for 52 minutes受訪者對商場翻新工程的滿意程度受訪者對商場翻新工程的滿意程度工程完成後 After enhancement 89%受訪者認為，商場五、六樓

9、商店出卖的貨品，價格是在本人的負擔才干之內89% of respondents said prices of goods sold at newly introduced shops at 5th & 6th floor of SC are affordableLevel of satisfaction on enhancement works翻新工程完成後，於商場平均消費的變化翻新工程完成後，於商場平均消費的變化 Average spending after enhancement工程完成後 After enhancement64%受訪者添加於商場的平均消費64% of respondent

10、s increase the average spending at the SC每星期消費平均添加221元Average spending per week has increased for $221翻新工程完成後，受訪者瀏覽消費方式的改變翻新工程完成後，受訪者瀏覽消費方式的改變 Mode of consumption after enhancementl53%受訪者表示，有關工程完成後，以商場五、六樓現時提供的商戶/商品種類，會添加留邨消費，或減少到其他地區消費l53% of respondents said they would shop more in the estate, or

11、reduce shopping at other districts given the shop-mix and variety of goods sold at 5th & 6th floor of SC after enhancement works翻新工程完成前後，對五、六樓商場滿意程度的變化翻新工程完成前後，對五、六樓商場滿意程度的變化 Level of satisfaction on 5th & 6th floor after enhancement整體滿意程度平均評分Overall rating工程後After enhancement7.2分 7.2 mark+64%工程前Before enhancement4.4分4.4 mark 受訪者對商場翻新工程的意見受訪者對商場翻新工程的意見 Opinion of respondents on enhancement works73%受訪者贊成於整個商場進行翻新73% of respondents agree to extend enhancement works to the whole shopping centre