臺灣博碩士論文加值系統

本研究在探討市場區隔、公益行銷與消費者購買行為之間的關係，在市場區隔上，採用AIO生活型態加以區隔；公益行銷上，以購買經驗、持續時間、區域範圍、活動類型、贊助方式、產品類別、企業行業類別、資訊來源、行銷目標來衡量；消費者購買行為則以EKB模式中的消費者決策過程來衡量。
　　本研究使用網路問卷進行調查，回收問卷1,095份，有效問卷1,079份。問卷經編碼，並以SPSS統計軟體進行敘述性統計分析、因素分析、信度分析、單因子變異數分析、Scheffé多重比較檢定、t檢定、Pearson’s積差相關及複選題分析。依據分析結果，本研究結論如下：
壹、消費者較喜愛公益行銷的模式為持續時間為持續型、全國性區域範圍、社會福利活動類型、以贊助金額方式捐贈、企業為服務業、從電視接收公益行銷資訊。
貳、不同人口變項在公益行銷之差異性分析上，「性別」、「年齡」、「學歷」、「宗教信仰」及「每月消費額」達顯著差異。
參、不同人口變項在消費者購買行為之差異性分析，除了「職業」未達顯著外，其他人口變項有部份達顯著。
肆、不同人口變項在市場區隔之差異性分析，除了「宗教信仰」未達顯著外，其他人口變項有部份達顯著。
伍、公益行銷與消費者購買行為有顯著相關。
陸、市場區隔與公益行銷有顯著相關。
柒、市場區隔與消費者購買行為有顯著相關。
捌、市場區隔對公益行銷有顯著影響。
玖、市場區隔對消費者購買行為有顯著影響。
最後，根據上述研究結論，對企業及後續研究者提出建議供參考。

The study aimed at the relationship among market segmentation, caused-related marketing and consumer purchase behavior. The market segmentation was measured with the AIO life style; the caused-related marketing was evaluated according to purchase experience, duration, regional range, activity type, sponsorship approach, product category, enterprise industry category, information sources, and marketing target; the consumer purchase behavior was valued according to the decision process of EKB model.
The study adopted the internet questionnaire survey which was retrieved 1095 questionnaires provided 1079 effective questionnaires. The questionnaires were coded and the analyses were conducted through SPSS with the descriptive statistics analysis, factor analysis, reliability analysis, one-way ANOVA, Scheffé multiple comparison, t-test, Pearson’s product moment correlation,and multiple response analysis. The results of the study were as follows:
1. The modes of the caused-related marketing that consumers were fond of were depended on the long-term duration, the nationwide range, the activity type related to social welfare, the product sponsored to donate money, the service industry, and the information from TV.
2. There was significant difference in the caused-related marketing from demographic variables, including “gender,” “age,” “academic education,” “religious belief,” and “the amount of monthly consumption.”
3. There was part of significant difference in the consumer purchase behavior from demographic variables, except “occupation.”
4. There was part of significant difference in the market segmentation from demographic variables, except “religious belief.”
5. There was significant correlation between the caused-related marketing and the consumer purchase behavior.
6. There was significant correlation between the market segmentation and the caused-related marketing.
7. There was significant correlation between the market segmentation and the consumer purchase behavior.
8. There was significant influence on the market segmentation toward the caused-related marketing.
9. There was significant influence on the market segmentation toward the consumer purchase behavior.
Finally, according to the above conclusions, some suggestions were raised to enterprises and later researchers.

目　錄

中文摘要 I
英文摘要 III
謝　誌 VI
目　錄 VII
圖　次 X
表　次 XI
第一章　緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節　研究假設 4
第四節 研究方法與步驟 5
第五節 研究範圍與限制 9
第六節　名詞釋義 11
第二章　文獻探討 13
第一節　市場區隔理論 13
第二節　生活型態理論 19
第三節 公益行銷概述 25
第四節 消費者購買行為概述 43
第三章 研究方法 59
第一節　研究架構 59
第二節 研究對象 61
第三節　研究工具 61
第四節 資料處理 72
第四章 研究結果分析與討論 75
第一節　樣本資料分析與討論 75
第二節　不同人口變項在公益行銷之差異性分析與
討論 84
第三節　不同人口變項在消費者購買行為之差異性分析與討論 91
第四節　不同人口變項在市場區隔之差異性分析與討論 104
第五節　市場區隔及公益行銷與消費者購買行為之相關性分析與討論 116
第六節　市場區隔對公益行銷及消費者購買行為之影響分析與討論 120
第五章 結論與建議 123
第一節 結論 123
第二節 建議 130
參考文獻 134
中文部份 134
英文部份 140
附錄 154
附錄一　問卷內容效度專家名單 154
附錄二　致專家諮詢卷 155
附錄三　預試問卷 163
附錄四　正式問卷 168

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