A Rough Set Theory-MCGP Approach for Shopping Experience Satisfaction in Shopping Mall

With the development of society, people‘s living standard is raising in Taiwan. The shopping pleasure became a new leisure activity. Online shopping developed fast a form of electronic commerce which allows consumers to directly buy goods or services over the Internet using a web browser. The unique shopping value is essential to a shopping mall attraction. Rather, the enrichment to the shopper experience, both in facilities and services, will be evolutionary in nature as retailers add feature upon feature and marketing mix. With regard to shopping experience satisfaction (SES) literatures, mostly were employed by statistical techniques to estimate the conditional expectation, it cannot really explore consumer satisfaction from the shopping experience. Therefore, this research surveys and summarizes previously published studies that have a maximum of SES level. There are six criteria of key assessment properties, include as comfortable, entertaining, diversity, mall traits, convenience, and space design and behavior mode (e.g. purchased frequency, and consumption spending amount). The suitable questionnaire was constructed to test the mall’s position in the consumer perception. The data mining technique, with decision tree (DS) analysis, analyze a related repurchase intention issues. This study shows that consumers‘ perceived value and multilevel components are considered. All of these included product diversification, interior design, and building remodeling to enhance consumer satisfaction. The result suggests sufficient practical implications that the mall executives do make business decisions.

Project ID:PB10406-1314
External Project ID:MOST104-2410-H182-022