頁籤選單縮合
題名 | 臺北市百貨公司購買者生活方式之研究 |
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作者姓名(中文) | 嚴盛堂; 徐金蘭; | 書刊名 | 交大管理學報 |
卷期 | 1:2 1981.09[民70.09] |
頁次 | 頁59-72 |
關鍵詞 | 生活方式; 百貨公司; 臺北市; 購買者; |
語文 | 中文(Chinese) |
中文摘要 | 在今日市場導向的時代,瞭解購買者行為已經成為必需的手段,而生活方式的研究有助于深刻瞭解購買者的行為。 根據90題修正過的AIO陳述句,利用Q分類的方法,對54名臺北市百貨公司的購買者進行測驗,結果發現五種型態的購買者:卽守舊型、愉快型、家庭型、中庸型以及時髦型。 最後根據上述結果,本研究提出了理論上與實用上的建議。 |
英文摘要 | With the advent of market-oriented age, a newly-developed life-style approach has been con sidered as one of the significant means to understand buyer's behavior substantially. By using 90 modified AIO Q-items, the researchers conducted in-depth interviews with 54 on-the-spot customers at four different department-stores in Taipei. A totle of five major buyer's types were generated through Quanal Computer program. They were the Old-fashioned buyer, the Happy Buyer, the Family-Oriented Buyer, the Middle-Ground Buyer, and the Modern Buyer. Finally, both theoretical and practical implications were suggested. |
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