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頁籤選單縮合
題 名 | 外帶年菜購買之家庭決策分析=Who is the Decision-Maker?: The Grandparents, Parents, or the Child in Purchasing Chinese New Year Cuisine |
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作 者 | 駱香妃; | 書刊名 | 中華家政學刊 |
卷 期 | 37 民94.12 |
頁 次 | 頁39-54 |
分類號 | 496.34 |
關鍵詞 | 外帶年菜; 家庭決策; Chinese New Year cuisine; Family decision-making; |
語 文 | 中文(Chinese) |
中文摘要 | 在購買外帶年菜已逐漸蔚為風潮的今日,一個成功的行銷者,應了解家庭成員對年菜購買決策過程的影響程度,以擬定有效的行銷策略。因此,本研究擬就定庭成員(祖父母、父母及小孩)在購買外帶年菜的決策過程中,家庭成員的影響程度及其決策模式褣每探討。問卷採便利抽樣的方法,選取家中有購買外帶年菜且一同吃年夜飯的三代家庭成員為問卷對象,共得有效樣本124份。研究結果顯示母親在主要決策之「問題認知」、「資訊收集」及「最後決策」三階段,及次決策項目之「何處購買」、「餐食內容」、「餐食種類」、「份量」及「預算」五項目中皆扮演主導的重要角色。研究結果將對家庭購買決策理論有進一步瞭解,並可提供提行銷策略擬定之參考。 |
英文摘要 | This study it to examine the influence of family members in the purchasing of Chinese New Year cuisine (CNYC) and to find out (inclusive of grandfather, grandmother, father, mother, and the oldest child) who is the decision-maker across decision-making stages and sub-decisions. A total of 124 different families purchasing CNYC were surveyed, which were having the CNYC together by three generations. Results indicated that the mother play a dominant role in the problem recognition, information search, final decision stages, play a dominant role in the problem recognition, information search, final decision stages, and sub-decisions (including were to purchase, budget, portions, items of order, types of food). This study broadens the theoretical domains used in understanding purchase decision-making for family. For practitioners, marketing implications and recommendations are provided. |
本系統中英文摘要資訊取自各篇刊載內容。