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題 名 | 正修科技大學學生對流行歌曲唱片的市場區隔與消費行為之研究=A Study of CSU Students' Market Segmentation and Consumer Behavior on Pop Music Album |
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作 者 | 王玉佩; | 書刊名 | 正修學報 |
卷 期 | 22 2009.11[民98.11] |
頁 次 | 頁409-428 |
分類號 | 496.34 |
關鍵詞 | 流行歌曲唱片產業; 消費行為; 市場區隔; 生活型態; Pop music industry; Consumption behavior; Market segmentation; Lifestyle; |
語 文 | 中文(Chinese) |
中文摘要 | 近幾年來,台灣唱片業雖因盜版等問題,經營環境受到極大的衝擊,而大學生郤一直是流行歌曲唱片市場的主力消費群,也是各唱片公司促銷的對象,本研究希望藉著探討正修科技大學的學生對流行歌曲唱片的購買行爲,來了解南部大學生對流行歌曲唱片的消費行爲。本研究以EKB消費費者行爲模式爲觀念性架購,以AIO生活型態變數做爲市場區隔之基礎,共發出370份問卷,回收332份問卷,有效問卷爲325份。利用因素分析、集群分析、變異數分析、卡方檢定、交叉列聯表、雪費檢定等方法進行統計分析。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、消費行爲、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 | The music industry in Taiwan has been adversely affected because of pirates. However, college students are still the major consumers for pop music industry and also the target for music companies. This research attempts to shed light on pop music consumption of college students in southern Taiwan through the case study of Cheng Shiu University students. This research adopts EKB's consumer decision model as the conceptual framework; and employs AIO lifestyle variables as the basis of market segmentation. 370 questionnaires were released, 332 returned, and the valid ones were 325. We conducted statistical methods including factor analysis, cluster analysis, ANOVA, chi-square analysis, cross-table analysis, and Scheffe's test. The research results exhibited that lifestyle variables divided consumer into four segments; whereas each segment showed significant differences in demographic variables, consumption behavior, motive variables, and evaluative criteria, we also propose suggestions for marketing strategy. |
本系統中英文摘要資訊取自各篇刊載內容。