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研究生:Yusiana Devi
研究生(外文):Yusiana Devi
論文名稱:台灣瘦身美容公司顧客市場區隔之個案研究
論文名稱(外文):The Market Segmentation Of Spa Consumer For Case Company In Taiwan
指導教授:黃萬傳黃萬傳引用關係
指導教授(外文):Huang, Wan-Tran
口試委員:陳筱瑀謝嫣娉黃萬傳
口試委員(外文):Chen, Hsiao-YuHsieh, YenpingHuang, Wan-Tran
口試日期:2012-06-28
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:119
中文關鍵詞:市場區隔生活型態消費者行為結構方程式(SEM)AMOS
外文關鍵詞:Market segmentationlifestyleconsumer behaviorstructural equation model (SEM)AMOS
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要在台灣發展SPA事業,經理人應該學習了解目標消費者的個性及特徵,蓋其會直接影響顧客對服務及產品的反應。因此,有必要探討顧客前來SPA消費之特性。由此依活動、興趣和意見的基礎,進行市場區隔,是為了吸引更多類似族群的消費者前來SPA消費。本研究之目的是在調查活動、興趣、意見、SPA消費者之生活型態以及消費者行為之間的關係。由此,本研究依據消費者的生活型態及消費行為得到研究個案之市場區隔。
本研究的受訪者是SPA個案公司的消費者,採用的統計方法為SPSS 20以及AMOS 20,依據結構方程式來分析調查資料,以解析每個變量之間的相關性。研究結果之發現有:
首先,分析受訪者的人口統計變數,發現SPA消費者的主要年齡層是在25-34歲,其中以家庭主婦佔最大數,學歷是以大學/專科為最多。
其次,使用AMOS程序與結構方程式(SEM)來衡量變量之間的相關性,結果發現,活動、利益和意見之間具有相關性,而生活型態則會影響消費者的行為。
最後,依上述發現,進行市場區隔,在活動方面有兩個區隔,在興趣方面有兩個區隔,在意見方面有三個區隔。依此,建議個案公司以改善服務品質是提升顧客滿意之首要考量策略。

To develop spa business in Taiwan, the manager should learn that personality characteristics influence specific consumer responding to certain services or products. By understanding customer lifestyle, spa industry in Taiwan could thrive and be the famous spa holiday destination in the world. Therefore, it is necessary to investigate the factors that motive consumers to visit spa. To do market segmentation based on activities, interests, and opinions is to attract tourists visitors to the spa.
The purpose of this research was to investigate the relationships between activities, interest, opinions as variables of lifestyle with consumer behavior of SPA consumers. This research also examined the market segmentation based on consumer’s lifestyle and consumer behavior. The participants of this research were spa consumers from case company in Taiwan. The statistical treatment employed in this study was SPSS20 and AMOS 20 program. Statistical technique to analyze the data was structural equation model to see the correlation of each variable.

The findings of the study were:
Firstly, descriptive analysis was run for demographics of the respondents participated to get general background of them. It found that the biggest number of the spa consumers were 25-34 years old in age. The highest rating of occupation was housewife and the highest education was undergraduate university.
Secondly, it used AMOS program to see the correlation between variables with structural equation model (SEM). It found that there were correlations between activities, interests and opinions. Lifestyle dimensions had influenced consumer behavior.
Finally, this research assessed 2 segments of activities, 2 segments of interests and 3 segments of opinions. The important variables are relaxation, health, service, products and price.

ACKNOWLEDGEMENTS………………………………iv
ABSTRACT …………………………………………………………………………v
CHINESE ABSTRACT ……………………………………………………………vii
OUTLINE OF CONTENT…………………………………………………ix
LIST OF FIGURES…………………………………………………………………xi
LIST OF TABLES……………………………………………………………………xii
I. INTRODUCTION…………………………………………………………………1
1.1 Motivation…………………………1
1.2 Objective and Scope………………………………………………………8
1.3 Research Method and Data…………………………………………………12
II. LITERATURE REVIEW AND THEORETICAL FRAMEWORK…19
2.1 Literature Review…………………………………………………………19
2.2 Theoretical Framework…………………………………………26
2.3 Analytical Model ………………………………………………………… 41
III. BASIC FOUNDATION OF CASE COMPANY…………………………45
3.1 Company History………………………………………………………45
3.2 Spa Facilities and Services of Case Company.……………48
3.3 Future Business Plan………52
IV. MODEL SPECIFICATION……………………………………………………54
4.1 Building Structural Equation Model ……………………………54
4.2 Estimating Procedures ………58
4.3 Building Market Segmentation.………………………………………64
V. RESULTS OF MARKET SEGMENTATION………………………………… 68
5.1 Respondent’s Demographic……………………………69
5.2 Calculation of Structural Equation Model……74
5.3 Market Segmentation of Activities, Interests and Opinions (AIO’s)…80

VI. SUMMARY, CONCLUSIONS AND SUGGESTIONS………………………85
6.1 Summary …………………………………………………………………85
6.2 Conclusions..……………………………………………………………86
6.3 Suggestions………………………………………………………………88
REFERENCES……………………………………………………………………91
APPENDIX A Figures ……………………………………………………………96
APPENDIX B Tables ……………………………………………………………100
APPENDIX C Questionnaire………………………………………………………105

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