购物中心顾客行为的跨国比较

Comparative Study on the Behavior of Mall Shoppers in China, Chile, and America

本文通过对问卷调查所得数据的处理、分析，比较了中、美和智利三国顾客在购物中心的惠顾行为和购买行为上的异同。分析与比较的结果显示：三国购物中心的顾客在人口统计特征、惠顾动机、惠顾原因、惠顾行为和购买行为上均有显著差异。本研究的结果有助于中国购物中心的发展商、供应商、零售商和其它经营者更明确地认识中国购物中心顾客行为的特点，从而更有效地从事有针对性的市场营销活动，也有助于那些致力于走出国门的工商企业了解国外购物中心及顾客行为的特点，并据此设计与开发产品、选择营销渠道、制定营销策略。

This paper compares the behavior of mall shoppers in China, Chile, and America. It is found that the mall shoppers in three countries significantly differ in demographic features, shopping motivation, the reasons for shopping, shopping behavior, and buying behavior. The results of the study will benefit the developers, suppliers, retailers, and other marketers doing business in China shopping mall to better understand their customers so as to market more efficiently. They will also benefit the companies competing in the international market to formulate better marketing strategies towards the consumers in different countries.