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研究生:朱章嘉
研究生(外文):Ju,Jang-Jia
論文名稱:策略與消費者購買行為之關聯性研究—以漫畫出版品為例
論文名稱(外文):The Study of the Relationship Between Market Segmentation of Publication and Purchasing Behavior of Consumer for Comic Publication.
指導教授:羅文坤羅文坤引用關係
指導教授(外文):Lo,Wen-Kun
學位類別:碩士
校院名稱:文化大學
系所名稱:造紙印刷研究所
學門:工程學門
學類:其他工程學類
論文種類:學術論文
論文出版年:1996
畢業學年度:84
語文別:中文
論文頁數:107
外文關鍵詞:1.市場區隔2.購買行為3.漫畫1.Market segmentation2.Purchasing behavior3.Comics
相關次數:
  • 被引用被引用:10
  • 點閱點閱:306
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
版社已習慣用年齡層與性別來區分讀者群,業者多半 嚝僁A合自己出版的
路線。而本研究動機在於是否能以市場 f統計變數和心理特性變數來區分
市場,以突破慣有的區隔方式。 艭x市場做分析,透過市場問卷調查的方
式了解消費者 牊j的變數,再經由統計分析的方法分析資料,並根據不
同 靾妎R者之購買行為變數上是否有差異,以供行銷策略擬定參考。本研
究結果發現: ㄕP時,其在閱讀習性、時尚意識、購買類別、購買決定因
素上有所差異。 ㄕP時,其在購買類別、購買數量和購買過期雜誌上有顯
著差異。 偽牊j基礎,檢定得到區隔描述變數為性別、年齡、聲光享 l求
時尚這五項變數。並以此五項變數建立區隔市場之 釵b購買行為變數上則
包括購買量、購買地點、同時購買多種品牌上有顯著差異。 R數量為區隔
基礎,檢定得到區隔描述變數為年齡、家庭收 \讀習性這四項變數。並以
此四項變數建立區隔市場之 釵b購買行為變數上則包括購買雜誌別、購買
決定因素、同時購買多種品牌上有顯著差異。
For a long time, age and sex have been used as important
segmentation variables of readers by most comic publishers who
have used to develop their marketing strategy and publishing
orientation base on their experience. The intention of this
thesis was attempt to build up a different segmentation method
to segment comic market by demographic variables and
psychographic variables. The research method used in the survey
was questionnaire investigation. The questionnaire was sent to
400 respondents. Tools used in this survey included: (1)
Demographic variables. (2) Psychographic variables. (3)
Purchasing behavior variables. Statistical methods used in this
study included: Chi-Square, T-test, One-way ANOVA, Factor
Analysis, Discriminant Analysis. The results of this study
indicated that: 1.The major different variables between male
and female readers were found on habit of reading, vogue-
seeking, purchasing category, decisive factors. 2.The major
different variables among different ages'''''''' readers were found
on purchasing category, purchasing amount and purchase past
magazine. 3.Base on the purchasing category, the segment
describing variables are sex, age, pleasure-seeking, habit of
reading and vogue-seeking. We can use the five factors to
establish the discriminant functions of segment markets. 4.Base
on sex and amount of purchase, the segment describing variables
are age, income, opinion leader and habit of reading. We can
use the four factors to establish the discriminant functions of
segment markets.
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