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Title: Shopping patterns and determinants of shopping center success in a transition economy : The case of Beijing, China
Authors: CHEN XIN
Keywords: Shopping Pattern, Shopping Center Success
Issue Date: 5-Apr-2007
Citation: CHEN XIN (2007-04-05). Shopping patterns and determinants of shopping center success in a transition economy : The case of Beijing, China. ScholarBank@NUS Repository.
Abstract: Studies on factors that will impact on the success of shopping centers in the context of a developed country have been the focus of many researchers, but these have not been done in a transitional economy such as China. Compared with developed countries, the retail market in China remains relatively unknown. Chinaa??s retail industry has gradually transformed from one with a very high degree of government intervention into a more market and consumer-oriented system. The retail markets in the first tier cities in China have undergone rapid evolution, development and growth. Consumersa?? perceptions of shopping center attributes are very important to shopping center patronage and shopping center success. This study seeks to contribute to the literature by drawing attention to the retail market in China. Aiming to investigate the behaviors and shopping patterns of Chinese customers and empirically test the effective factors which can affect shopping center success, a survey on 611 shoppers was carried out in four selected shopping centers in Beijing, China. Due to rapid economic development and the opening-up of the retail market, Chinese consumersa?? preferences and shopping patterns are changing accordingly. In this study, distinct patterns of shopping behaviors are found based on the relative importance of patronage factors. Four types of shoppers, namely, convenience, price conscious, size conscious, and facility conscious shoppers are found by using the standardized data set. The results show that the Chinese consumers in the urban area are becoming more diverse. Focusing on the role of shopping center attributes on consumersa?? expenditure and stay time, OLS regression models are employed. The expenditure amount of shopping center patrons is positively related to shoppersa?? stay time and convenient parking facilities. Promotion activity has a positive and significant effect on shoppersa?? stay time, which indirectly impact on shoppersa?? expenditure. For different shopping centers, the attractive factors may not be the same because of the different targeted consumers. Focusing on the development of the retail industry in a transitional economy, this research provides both researchers and retailers with a better insight and understanding into the behaviors of Chinese customers, and the retail industry in China.
Appears in Collections:Master's Theses (Open)

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