A Researches On The Customers' Perceptions Of The Environment And Tenants Mix Of Shopping Centers

Over 1300 customers were surved for exploring the customers' perceptions of the environment and tenants mix of shopping centers in Guangzhou and Shenzhen. The diversified statistics analysis techniques, such as multi-regression, exploratory factor, and confirmatory factor analysis, structural equation modeling, were used. The results showed that:1. The consumer groups in the shopping center can be differentiated to four life styles: fashionable prevalent type, own mind leading type, economic practical type, and rational planning type.2. The consumer groups' perceptions of environment in the shopping center includes four factors: comfortable environment, good service personnel, commodious space and shopping convenience.3. The consumer groups' perceptions of the tenants mix in the shopping center includes four factors: tenant variety, tenant compatibility, tenant placement, and the importance of the catering trade.4. Among the factors of environmental contents, overall customer satisfaction is influenced positively and significantly by the comfortable environment, good service personnel, and commodious space.5. Among the factors of the tenants mix, overall customer satisfaction is positively correlated with tenant variety, tenant placement, and the importance of the catering trade.6. There are significant differences between the factors of the environmental contents and tenants mix with the customers' life style, original, residence, education, jobs, numbers of family members, but without sex, age, income and marriage status.This research reveals the law and patterns how the factors of the environmental contents and tenants mix influence the overall customers satisfaction. It is somewhat meaningful on theory research and practice guiding.