Repatronage Intention of Neighborhood Center Female Shoppers

Abstract

During 2550 – present compared with other types of shopping centers, Neighborhood center’s supply has increased steadily. And the population of females has increased steadily as well. From the past research, Performance of Neighborhood center had depended on the frequency of the customer patronage to achieve the desired sales. And Female shoppers have emotional response to take part in decision-making than male shoppers. Therefore, this research is to study the factors affecting neighborhood center repatronage intention in the female consumer with the excitement of neighborhood center is a framework for research.

This study examined female shopper on the neighborhood center in Bangkok. The data were collected from female shoppers, women with experience in neighborhood center collected from February 2 - March 10, 2012, 255 respondents were used in the analysis and then the data were analyzed by using factor analysis and multiple regressions.The results of this study show those factors affecting the excitement of neighborhood center, including variety, ambient and the design.Design factor is the most effective factors.The factors affecting neighborhood center repatronage intentions including convenience, mall involvement and the excitement of neighborhood center.Excitement of mall is the most effective factors.

The theoretical benefits of this research are to confirm the importance of mall involvement and the excitement of the neighborhood center, which are very important factors in the female consumer. In business terms, this research center, enabling operators to realize the importance of design and variety. In addition, the mall managers understand the importance of the excitement of the community center and mall involvement to attract the target shoppers more effectively. Finally, variety must be used carefully. The problem is likely to lead to the inability to decide (Choice Paralysis) however one possible solution is limitation of the excessive.

Keywords: Repatronage intention,neighborhood center,female shoppers