| 英文摘要 |
Once High Speed Rail (HSR) is completed, there will be a great deal of people traveling among HSR stations. It may bring great commercial opportunities for business. This study concerns how to attract consumers to go to the shopping centers, which will be built in the stations along with High Speed Rail System. Hence, this study will apply market segmentation of marketing to examine the kinds of potential passengers and their demand and preference for the shopping center to conduct marketing strategies.
The shopping center is a product of combination of intercity vehicle, and commercial facility. By applying concepts of innovation, adoption and diffusion, this study tries to understand adoption process of potential passengers. It also discriminates between innovators and followers in accordance with adopting intension. In addition, this study examines the differences of adoption process and via importance of consumptive benefits, demographic variables and shopping orientation of consumptive characteristics. Furthermore, the study also shows the correlation between shopping orientation factors and important factors of consumptive benefits. |
