山田 浩喜

In Malaysia, the rapid proliferation of shopping malls has heightened consumer expectations, driving malls to diversify their scale, formats, and characteristics. This study employs block clustering to simultaneously classify consumers (rows) alongside area brand asset factors in Subang Jaya and store image factors at Sunway Pyramid (columns). Compared to traditional methods like K-means, this machine learning technique more efficiently processes complex data interrelationships. The analysis revealed minimal overlap between area-specific and mall-specific factors within the expectation clusters, suggesting a relatively weak correlation between the two. Furthermore, the identified consumer clusters reflect distinct trends in age, transportation, number of shopping companions, and the prioritization of the area versus the mall. These findings offer strategic insights into leveraging area brand assets and store image factors to enhance regional appeal and shopping mall satisfaction.

This study employs hierarchical Bayesian binomial logit models to examine the store image indicators that influence customer satisfaction at competing shopping malls in Malaysia, and whether area attractiveness and brand asset indicators affect shopping mall satisfaction. We construct proposed shopping mall satisfaction and area attractiveness ranking models for quantification with store image indicators and area attractiveness as explanatory variables, and the area attractiveness ranking model uses area brand asset indicators. The areas under assessment are Subang Jaya and Petaling Jaya. The shopping malls examined in this study are Sunway Pyramid, located in Subang Jaya, and 1Utama shopping center, located in Petaling Jaya. As the two areas are adjacent, the malls share a competitive relationship. We also estimate the two models simultaneously, providing measures to enhance shopping mall satisfaction and area attractiveness based on the estimation results of the models.

本稿の目的は，特定都市再生緊急整備地域に立地する百貨店の満足度構造や地域の魅力度構造，百貨店の満足度に対する地域の魅力度の影響度合を解明することである。階層ベイズモデルの枠組を用いて，百貨店の満足度順位に対するストアイメージ要因と地域魅力度順位，および地域魅力度順位に対する地域ブランド資産要因の影響度合を同時分析している。分析結果から，店舗満足度順位に影響を及ぼすストアイメージ要因，地域魅力度順位に影響を及ぼす地域ブランド資産要因，さらに店舗満足度順位に影響を与え得る地域ブランド資産要因を明らかにしている。