The relation between asset enhancement and customer choice behavior : a study of regional shopping centers in Hong Kong

Abstract

Nowadays, in view of rapid development and fierce competition among shopping centers globally, only a few survivors could maintain profitable returns. Actually, the development of shopping center is closely related to the customer choice behavior. Consumers are significant differences in gender, age, geographical, cultural, consumer motivation. Consumption behavior as a kind of special social activity, shopping in one shopping center rather than others will be influenced by the consumers themselves and other interior and external factors. Since a regional shopping center provides a comprehensive and multi-function for the whole Hong Kong people, identifying customer choice behavior may be a good way to improve asset value. Face the impact of online and e-commerce competition, how to use means like using technology and service to make the shopping center more intelligent and humanization, analysis of customers choice behavior to get a better positioning of shopping malls, that’s what a shopping centers need to think about in order to survive in this battle. This paper tries to identify the relation between asset enhancement and customer choice behavior of Hong Kong Shoppers in respect to the regional shopping centers. For testing the hypothesis of "the competitiveness of regional shopping centers could be enhanced by implementing asset enhancement while adopting customer choice behavior model that makes the highest influence on the customers in choosing the shopping center in Hong Kong. “It is believed that the result of this research can offer further insight for private developers and shopping center mangers to understand the relationship between asset enhancement and customer choice behavior. Therefore, they can reconstruct their present and future plan and use the most efficient kinds of asset enhancement strategies for their own shopping centers.