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

er 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 v

isited or shopped at HTSC East Wing

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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 W

ing

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 enhanceme

nt works

厚德商場與社區發展的方向。 Direction of HTSC and the development of the community

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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 conduc

ted at different hours on both weekdays and weekends

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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問卷數目

Number of cases有效百分比Percentage

上午 am(10:30-13:30) 288 34.5

下午 pm(14:00-17:00) 284 34.1

晚上 pm(18:00-21:00) 262 31.4

總數 total834 100.0

受訪者背景Demographics of respondents

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受訪者背景 : 年齡Demographics: Age

7.6%

15.7%

25.3%

20.3%

16.3%14.8%

0

5

10

15

20

25

30

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

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受訪者背景 : 性別Demographics: Gender

F女66%

M男34%

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

非坑口附近屋苑居民

Not aroundHang Hau

18%坑口附近屋苑居民

Estates aroundHang Hau

82%

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受訪者背景 : 到厚德商場的途徑Demographics: Ways of visiting HTSC

0.2%0.4%2.3%8.9%

14.7%

73.6%

0

10

20

30

40

50

60

70

80

步行

乘搭巴士、小巴

地鐵

乘搭的士

單車

%

On footBy bus, minibus

By MTR

DriveBy taxi

By bicycles

研究分析結果 Results Analysis

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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

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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 Cen

tre

每星期消費平均增加 216 元 Respondents spent $216 more in average each week

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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

/不能夠非常不能夠

incapable/ very incapable1%

/ 非常能夠 能夠Very capable/ capable

86%

normal普通13%

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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

/ 非常能夠 能夠Capable/ Very

capable 80.4%

normal普通16%

/ 不能夠 非常不 Incapable/能夠

Very incapable3.6%

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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

/ 非常能夠 能夠Very capable/Capable83.4%

incapable不能夠4.9% normal普通

11.8%

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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

/ 非常能夠 能夠Very capable/capable 51.1%

/非常不能夠 Very不能夠

incapable/Incapable12.9%

normal普通36%

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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

工程後 before

7.76 分 pts

+67%工程前after

4.66 分 pts

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受訪者最喜歡的商戶Favourite shops to respondents

27.9%

16.1%

3.1%

6.0%

8.9%

9.8%

14.9%

0 5 10 15 20 25 30

百佳超級廣場

其他

麵包廊

Pokka Cafe

Starbucks

稻香超級漁港

元氣壽司

%

Genki Sushi

Tao Heung restaurant

Others

ParknShop

Bread Boutique

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商戶受喜歡的原因Reasons of the popularity

1. 貨品 / 食物的種類 Variety of product/food (29.6%)*2. 貨品 / 食物質素 Quality of product/food (26.0%)3. 室內裝修、氣候環境、貨品陳列 Decorations/ ambi

ence/ 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

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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

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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?

7%

4%

33.2%

23.1%

20%

12.7%

0 5 10 15 20 25 30 35

/唔知道無意見

其他

時裝／配飾／鞋履

電子產品

飲食

消閒娛樂entertainment

dining

Electronic products

Fashion/accessory/shoes

Others

No comment

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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

完End