;Since 1990, the government liberalized foreign workers, many migrant worker from Southeast Asia have emerged in Taiwan. In the beginning, Taiwan society had a period of adjustment. The main question in this study is what the behavior of these Southeast Asian immigrants and migrant workers in Zhongping Road shopping district, how the attitude of Taiwanese stores and what the interaction among ethnic groups.
The research methods in this study use Depth Interview, Participant Observation and Questionnaire. Through discussions with Southeast Asia consumers, Taiwanese consumers and Taiwanese store, can learn more about the interaction between ethnic groups from their experiences and vocabulary. Taking Zhongping Road shopping district as an example, this paper explores decades of time, Taiwan′s attitude toward Southeast Asian communities and the development of ethnic economy.
The research found that the government and general public tend to see the foreign migrants and immigrants as a whole group, but this is not the case. Especially in the policy and commerce trade sectors, understanding the differences among countries, cultures, life background and consumption habits helps to facilitate the sale of goods and the exchange of ethnic groups. For example, Thai people prefers to use home country products; the Filipino favors the American style; Indonesian is affected by religious factors; and Vietnamese attaches importance to dress and so on.
Second, due to the entry of Southeast Asian communities, the space for the Zhongping Road shopping district is different from other regions. Through the field observation, stores in order to attract consumers. On the signboard have a comparison table with Southeast Asian and the discounts use in English. Hiring staff who can use Southeast Asian languages. All show that the store are attention of consumers in Southeast Asia.
In the end, the more focus on the differences between Southeast Asian communities and Taiwan, the easier to find the lack of existing research in Taiwan. Despite in space and relations are change in Zhongping Road shopping district, however, because of the communication and cultural barriers. We can find Taiwan’s store have a kind of subtle psychological with Southeast Asian consumers.