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
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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