慈雲山中心翻新工程訪客意見調查 Customer Opinion Survey on Tsz Wan Shan Shopping Centr

e 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。

Hong Kong residents aged 15 or above who have v

isited or shopped at the 5th or 6th floor of Tsz Wan

Shan Shopping Centre

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

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) & weekend

s (Saturday & Sunday)

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

問卷數目No. of Questionn

aire有效百分比Percentage

五樓 5th floor 461 55.0

六樓 6th floor 377 45.0

總數 Total 838 100.0

受訪者背景Demographics of respondents

受訪者背景 : 年齡 Demographics: Age

13.2

1617.1

26.1

17.8

9.7

0

5

10

15

20

25

30

15 – 18歲 19 – 25歲 26 – 35歲 36 – 45歲 46 – 55歲 56歲以上

%

15-18 19-25 26-35Age 36-45 46-55 Over 56

受訪者背景 : 性別 Demographics: Gender

Female女64%

Male男36%

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

慈雲山各屋苑居民

Tsz Wan Shan

Residents

79.8%

非慈雲山各屋苑居民

Non Tsz Wan

Shan residents

20.2%

受訪者背景 : 到慈雲山中心的途徑Transportation to Tsz Wan Shan Shopping Centre

83.9

13.6

1.8 0.4 0.40

10

20

30

40

50

60

70

80

90

步行

乘搭巴士、小巴

( :

揸自置車輛包括私 )

家車、的士、貨車

乘搭的士

其他

%

On foot Others

By Taxi

By Bus/MinibusDrive

研究分析結果Results Analysis

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

翻新前Before enhan

cement

翻新前After enhanc

ement

變幅Change

每月平均到訪次數Average no. of visit per month

平日Weekdays 3.6 5 +38%

假日Weekends

5.7 8 +40%

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 holi

days 每次逗留時間平均增加為 61 分鐘 Average duration per visit has increased for 61minute

s

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

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 week

days

每次逗留時間平均增加為 52 分鐘 Average duration per visit has increased for 52 minutes

受訪者對商場翻新工程的滿意程度

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

Level of satisfaction on enhancement works

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

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 est

ate, or reduce shopping at other districts given the shop-

mix and variety of goods sold at 5th & 6th floor of SC after

enhancement works

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

工程後After enhance

ment

7.2 分 7.2 mark

+64%工程前

Before enhancement

4.4 分4.4 mark

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

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

完 End