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Kano Model to Explore Brand Image Attractiveness Factors of Wan Hua Commercial District

There are many commercial districts all over Taiwan, and each one of them strives to create brand differentiation from others through the establishment of business type recognition image and corresponding measures. The goal is to enhance commercial district's image, increase the number of customers, and enhance the overall competitiveness of commercial district. The purpose of this research is to discuss factors of attractiveness for brand image of commercial district through the example of Wan Hua business district. This study uses the “two-way questionnaire” method of Kano Model and Refined Kano Model to discuss the relations between quality evaluation of brand image as an attribute of the business district and consumers’ satisfaction. This study summarizes the factors that affect brand image design evaluation in Wan Hua business district, including traditions, local image innovation, and emotionality. It finds that each design factor has varying degrees of influence on satisfaction evaluation. According to the results of Kano quality classification, different Kano quality classification relationships indeed exist between brand image design attribute items and satisfaction in each commercial district. This research identifies important factors of attractiveness that affect consumers’ satisfaction with brand image design in Wan Hua so as to understand consumers’ needs for quality brand image design. The results further provide suggestions for brand image design and recommend priority for design attribute items in hope to effectively improve consumers’ satisfaction with brand image design of the commercial district.