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題 名 | 都會型百貨公司消費者行為之研究--以高雄地區為例=A Study on Consumer Behavior of Department Stores in a Metropolitan Area--In Kaohsiung City |
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作 者 | 陳榮方; 劉季貞; | 書刊名 | 高雄科學技術學院學報 |
卷 期 | 27 1997.12[民86.12] |
頁 次 | 頁205-216 |
分類號 | 498.5 |
關鍵詞 | 百貨公司; 消費行為; 複迴歸分析; Department stores; Consumer behavior; Multiple regression analysis; |
語 文 | 中文(Chinese) |
中文摘要 | 本文應用統計複迴歸分析法,分析高雄地區各大百貨公司消費者之消費行為模 式。就影響百貨公司消費行為之九大因素分析,發現影響消費行為之前三大因素,依序為 商品的流行性、商品品質與鄰近商圈的大小,是一種典型的都會型百貨公司消費型態。本 文另就消費者之每月消費頻率、每次消費時間與影響百貨公司消費行為之九大因素、顧客 特性構建複迴歸方程式,以利業者研究消費者之消費行為模式,藉以擬定行銷策略。 |
英文摘要 | The consumer behavior of the department stores in Kaohsiung City through the adoption of behavioral segmentation concept his been studied in this paper. A structured questionnaire was developed and tested as a valid measuring tool. The method of multiple regression analysis was then applied to analyze the consumer groups of the department stores. It was found that the interrelationship between the critical factors ( popularity of the goods, quality of the goods and size of the nearby central business area ) and the consumer behavior in Kaohsiung is a very typical metropolitan consumption type. In addition, a multiple regression model was also constructed. according to the consumption frequencies per month and the staying time of each visit, for the marketing strategic plans of the practitioners. |
本系統中英文摘要資訊取自各篇刊載內容。