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SOGO Department Store
Identity of consumption
How the entrepreneur of Department stores under different market positioning establishes the shopping space conforming the market positioning through spatial planning and designing were studied in this research. This study focused on three branches of Pacific SOGO Department Store, including Chung-Hsiao, Dun-Hua, and Fu-Sing branch stores, all of which are close to the shopping area of the east Taipei. Through the design the entrepreneur made for different market poisoning, the differences of the designing and planning under different spatial positioning would be seen more completely. In geography researches, the interaction between people and environment was emphasized. We not only need to understand the space constructed by the entrepreneur, but also need to understand how people move in the place. Therefore, this research studied the consumers’ feelings after entering the department store and the process of how people build self-identity and community identity in the shopping space.By the Pierre Bourdieu theory of practice, we would understand the different results of space feelings and identity that consumers from different attributes have more easily. The result of this research shows the entrepreneur really conveys the different market positioning atmosphere and mark meaning through different space planning and designing. Most consumers agree that the Chung-Hsiao branch is a kind of popular department store, the Dun-Hua branch is a boutique department store, and the Fu-Sing branch is more like a department store which contains both fashion and trend. Indeed, the three different spatial designs attract different shopping groups. The Chung-Hsiao branch which features popularity is the shopping place most consumers prefer to go to. Compared to the Chung-Hsiao branch, the Dun-Hua branch which features luxury goods draws consumers with high purchasing power. The Fu-Sing branch is a department store which keeps up with the current trend, and it is more approved by consumers with high culture capital though it is also agreed with all consumer level. In addition, different socio-economic group display different shopping behavior,For example, women are main consumers; age would affect human shopping psychographicsthe; difference of capital condition, such as educational background and monthly income, would affect their shopping choice and place and form different shopping taste. In other words, different socio-economic group would make their choice according to the place; they would construct self-identity and community identity through place and merchandise. Through the comparisons of these three branches, we would obviously see the differences of shopping behavior different shopping groups display.
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