Buyers-to-shoppers ratio of shopping malls: A probit study in Hong Kong |
| |
Authors: | Chung Yim Yiu Hing Cheong Ng |
| |
Institution: | 1. R&D Center, China Tobacco Yunnan Industrial Co., Ltd., Kunming 650231, China;2. Key Lab of Separation Science for Analytical Chemistry, Dalian Institute of Chemical Physics, Chinese Academy of Sciences, Dalian 116023, China;3. Faculty of Environmental Science and Engineering, Kunming University of Science and Technology, Kunming 650500, China |
| |
Abstract: | Buyers-to-shoppers ratio (i.e. conversion rate) has long been one of the commonly adopted metrics in assessing retail performance of shopping malls, but it is almost always relied on interviews, consumer surveys, and questionnaires. These methods are intrinsically problematic in ascertaining the trustworthiness of the responses. This paper is probably the first objective study on the buyers-to-shoppers ratio based on actual observations in shopping malls in Hong Kong. A probit model is used to study factors affecting the ratio. The results show that consumer-surveys seriously over-estimate the ratio. |
| |
Keywords: | |
本文献已被 ScienceDirect 等数据库收录! |
|