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訪問研究結果 Survey Findings

慈雲山中心翻新工程訪客意見調查 Customer Opinion Survey on Tsz Wan Shan Shopping Centre Asset Enhancement Project. 訪問研究結果 Survey Findings. 調查對象 Target respondents. 15 歲或以上、曾於慈雲山中心商場五、六樓瀏覽或消費的香港居民。

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訪問研究結果 Survey Findings

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  1. 慈雲山中心翻新工程訪客意見調查 Customer Opinion Survey on Tsz Wan Shan Shopping Centre Asset Enhancement Project 訪問研究結果 Survey Findings

  2. 調查對象 Target respondents • 15歲或以上、曾於慈雲山中心商場五、六樓瀏覽或消費的香港居民。 • Hong Kong residents aged 15 or above who have visited or shopped at the 5th or 6th floor of Tsz Wan Shan Shopping Centre

  3. 調查目的 Objectives of Study • 於商場五、六樓翻新工程完成前後之消費模式； • Mode of consumption before & after enhancement of 5th & 6th floor of Tsz Wan Shan Shopping Centre • 對商場五、六樓翻新工程的滿意程度；及 • Level of satisfaction on enhancement works in 5th & 6th floor of the shopping centre；and • 比較商場五、六樓翻新工程完成前後對商場五、六樓之滿意程度。 • Comparison of level of satisfaction on 5th & 6th floor before and after enhancement

  4. 調查方法 Survey Methodology • 日期：2006年6月8至11日 • Date: June 8-11, 2006 • 時段 Time： Morning 上午(10:30-13:30) Afternoon下午(14:00-17:00) Night 晚上(18:00-21:00) • 地點：慈雲山中心已進行翻新工程的五、六樓商場 • Location: 5th & 6th floor of Tsz Wan Shan Shopping Centre, with enhancement works completed • 形式：於平日（星期一至星期五）及假日（星期六及星期日）由訪問員以結構性問卷進行訪問調查 • Methodology: conduct interview during weekdays (Monday- Friday) & weekends (Saturday & Sunday)

  5. 調查個案 Sample Cases 成功完成個案 Successful cases: ：838 訪問完成地點分布 Interview location

  6. 受訪者背景Demographics of respondents

  7. 受訪者背景 : 年齡 Demographics: Age Age 15-18 26-35 36-45 46-55 Over 56 19-25

  8. 受訪者背景 : 性別 Demographics: Gender

  9. 受訪者背景 :居住地區 Demographics: Residential area

  10. 受訪者背景 :到慈雲山中心的途徑Transportation to Tsz Wan Shan Shopping Centre Others On foot By Taxi By Bus/Minibus Drive

  11. 研究分析結果Results Analysis

  12. 翻新工程完成前後，到訪商場平均次數比較Comparison of number of visit before & after enhancement

  13. 翻新工程完成後，假日每次到訪商場平均逗留時間的變化Average duration of visit in holidays 工程完成後 After enhancement • 61%受訪者加長假日每次到訪逗留時間 • 61% of respondents extend their stay in the SC in holidays • 每次逗留時間平均增加為61分鐘 • Average duration per visit has increased for 61minutes

  14. 工程完成後 After enhancement 57%受訪者加長平日每次到訪逗留時間 57% of respondents extend their stay in the SC on weekdays 每次逗留時間平均增加為52分鐘 Average duration per visit has increased for 52 minutes 翻新工程完成後，平日每次到訪商場平均逗留時間的變化Average duration of visit on weekdays

  15. 受訪者對商場翻新工程的滿意程度 Level of satisfaction on enhancement works 工程完成後 After enhancement • 89%受訪者認為，商場五、六樓商店出售的貨品，價格是在自己的負擔能力之內 • 89% of respondents said prices of goods sold at newly introduced shops at 5th & 6th floor of SC are affordable

  16. 翻新工程完成後，於商場平均消費的變化 Average spending after enhancement 工程完成後 After enhancement • 64%受訪者增加於商場的平均消費 • 64% of respondents increase the average spending at the SC • 每星期消費平均增加221元 • Average spending per week has increased for $221

  17. 翻新工程完成後，受訪者瀏覽消費模式的改變 Mode of consumption after enhancement • 53%受訪者表示，有關工程完成後，以商場五、六樓現時提供的商戶/商品種類，會增加留邨消費，或減少到其他地區消費 • 53% of respondents said they would shop more in the estate, or reduce shopping at other districts given the shop-mix and variety of goods sold at 5th & 6th floor of SC after enhancement works

  18. 翻新工程完成前後，對五、六樓商場滿意程度的變化 Level of satisfaction on 5th & 6th floor after enhancement 整體滿意程度平均評分 Overall rating

  19. 受訪者對商場翻新工程的意見 Opinion of respondents on enhancement works 73%受訪者贊成於整個商場進行翻新 73% of respondents agree to extend enhancement works to the whole shopping centre

  20. 受訪者對商場翻新工程的滿意程度Level of satisfaction on the enhancement works 83%受訪者認為，商場翻新會使附近居民受惠 83% of respondents agree that enhancement works would benefit residents nearby

  21. 完 End

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