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厚德商場翻新工程訪客意見調查 Hau Tak SC Asset Enhancement – Customer Opinion Survey

厚德商場翻新工程訪客意見調查 Hau Tak SC Asset Enhancement – Customer Opinion Survey. 研究 發佈會 講者 : 鍾劍華博士 香港理工大學 應用社會科學系 社會政策研究中心副主任. 香港理工大學 應用社會科學系 社會政策研究中心 策劃及執行. 調查對象 Target respondents. 15 歲或以上、曾於厚德商場東翼瀏覽或消費的香港居民。 HK residents aged 15 or above, who have visited or shopped at HTSC East Wing.

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厚德商場翻新工程訪客意見調查 Hau Tak SC Asset Enhancement – Customer Opinion Survey

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  1. 厚德商場翻新工程訪客意見調查 Hau Tak SC Asset Enhancement – Customer Opinion Survey 研究 發佈會 講者: 鍾劍華博士 香港理工大學 應用社會科學系 社會政策研究中心副主任 香港理工大學 應用社會科學系 社會政策研究中心 策劃及執行

  2. 調查對象Target respondents • 15歲或以上、曾於厚德商場東翼瀏覽或消費的香港居民。 • HK residents aged 15 or above, who have visited or shopped at HTSC East Wing

  3. 調查目的Purpose of survey • 於商場東翼翻新工程完成前後之消費模式； • Mode of consumption after the completion of enhancement works at HTSC East Wing • 對商場東翼翻新工程的滿意程度； • Level of satisfaction on the enhancement works at HTSC East Wing • 比較商場東翼翻新工程完成前後對商場之滿意程度；及 • Compare the overall rating of HTSC before and after the completion of enhancement works • 厚德商場與社區發展的方向。 • Direction of HTSC and the development of the community

  4. 調查方法Research Method • 日期：2006年8月30至9月3日 • Date: 30 Aug – 3 Sep, 2006 • 時段 Time：上午a.m. (10:30-13:30) 下午p.m. (14:00-17:00) 晚上night (18:00-21:00) • 地點：厚德商場已進行翻新工程的東翼商場 • Venue: HTSC East Wing, where enhancement works are 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 • Method: on-site sampling survey through face-to-face interview conducted at different hours on both weekdays and weekends

  5. 調查個案Number of cases/interviews 成功完成個案：834個 Successful cases: 834 訪問完成時段分布 Number of cases in different timeslots

  6. 受訪者背景Demographics of respondents

  7. 受訪者背景 : 年齡Demographics: Age

  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 :到厚德商場的途徑Demographics: Ways of visiting HTSC By MTR By bicycles On foot By taxi By bus, minibus Drive

  11. 研究分析結果Results Analysis

  12. 翻新工程完成後，每次到訪商場平均逗留時間的變化Average length of time staying at the Centre after the completion of enhancement works 工程完成後 After the completion of enhancement works • 59%受訪者加長每次到訪逗留時間 • 59% of respondents extended the time of visit • 每次逗留時間平均增加為45分鐘 • Respondents spent 45 minutes more on average

  13. 翻新工程完成後，於商場平均消費的變化Change of average spending at SC after the completion of enhancement works 工程完成後 After the completion of enhancement works • 58%受訪者增加於商場的平均消費 • 58% of respondents increased the average spending at the Centre • 每星期消費平均增加216元 • Respondents spent $216 more in average each week

  14. 對商場東翼翻新工程的滿意程度(I) - 為附近居民帶來更多方便 Level of satisfaction on the enhanced East Wing (I) – Brought greater convenience to nearby residents

  15. 對商場東翼翻新工程的滿意程度(II) –帶動經濟活動，令附近社區更加暢旺Level of satisfaction on the enhanced East Wing (II) – contributed to the neighbourhood’s economic vibrancy

  16. 對商場東翼翻新工程的滿意程度(III) –美化了坑口社區Level of satisfaction on the enhanced East Wing (III) – beautify the Hang Hau neighbourhood

  17. 對商場東翼翻新工程的滿意程度(IV) –商場能夠成為更受親友歡迎的聚會去處 Level of satisfaction on the enhanced East Wing (IV) – SC becoming a more popular place for gathering with friends and relatives

  18. 翻新工程完成前後，對厚德商場滿意程度的變化Overall rating of HTSC after the completion of enhancement works 整體滿意程度平均評分 Overall rating

  19. 受訪者最喜歡的商戶Favourite shops to respondents Genki Sushi Tao Heung restaurant Bread Boutique Others ParknShop

  20. 商戶受喜歡的原因Reasons of the popularity • 貨品/食物的種類 Variety of product/food (29.6%)* • 貨品/食物質素 Quality of product/food (26.0%) • 室內裝修、氣候環境、貨品陳列 Decorations/ ambience/ display (14.1%) *表示選擇有關因素為喜歡商戶原因的受訪者百分比 Percentage of respondents stating the reason

  21. 受訪者對商場翻新工程的意見Customers’ opinion on the enhancement works 87%受訪者贊成於整個商場進行翻新 87% of respondents support the extension of renovation works to other shopping centres of The Link

  22. 當進一步翻新厚德商場時，你最期望引入以下哪一個行業的商鋪？ Which type of trade do you prefer to be introduced when HTSC is to be further enhanced? entertainment dining Electronic products Fashion/accessory/shoes Others No comment

  23. 受訪者對商場翻新工程的滿意程度Level of satisfaction on the enhancement works 91%受訪者認為，商場翻新會使附近居民受惠 91% of respondents agree that renovation work is beneficial to nearby residents 83%受訪者贊成於商場翻新工程推展至領匯轄下其他商場 83% of respondents support extension of renovation works to other shopping centres of The Link

  24. 完 End

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