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題 名 | 大高雄地區大學生之生活型態與對韓國偶像劇消費行為之研究=A Study on Life Style and Consumer Behavior of Korean Trendy Dramas--A Case of College Students in Metropolitan Kaohsiung |
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作 者 | 王玉佩; | 書刊名 | 正修學報 |
卷 期 | 20 2007.11[民96.11] |
頁 次 | 頁131-153 |
分類號 | 496.34 |
關鍵詞 | 韓國偶像劇; 消費行為; 收視行為; 市場區隔; 生活型態; Korean trendy dramas; Consumer behavior; Market segmentation; Lifestyle; |
語 文 | 中文(Chinese) |
中文摘要 | 韓國偶像劇在台灣相當風行,尤其受到年輕觀眾的歡迎與喜愛。本研究旨在探討大高雄地區大學生對韓國偶像劇整體收視行爲。以AIO生活型態變數做爲市場區隔基礎、研究對象爲大高雄地區大學日間部學生57,928人,利用因素分析、集群分析、區別分析、卡方檢定、變異數分析及雪費檢定等統計方法進行實證研究。研究結果顯示,生活型態變數可有效地將消費者區隔爲四個集群,各生活型態區隔集群在人口統計變數、收看韓劇動機變數,及評估準則變數上大多有顯著差異,據此提出行銷策略之建議。 |
英文摘要 | Korean Trendy Dramas are quite popular in Taiwan, especially for young viewers. This study discusses the overall viewing behavior on Korean Trendy Dramas of college students in metropolitan Kaohsiung. AIO life style variables are employed for market segmentation; the research subjects are 57,298 college students(day school) in Kaohsiung; and this empirical study applies factor analysis, cluster analysis, chi-square test, discriminant analysis, ANOVA and Scheffe test. The findings exhibit that lifestyle variables can effectively group consumer into four segmentations, which are significantly different in demographics, viewing motivations, and evaluation criteria, whereas suggestions towards marketing strategies are proposed. |
本系統中英文摘要資訊取自各篇刊載內容。