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頁籤選單縮合
題 名 | 無店舖與店舖零售之購買行為比較研究 |
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作 者 | 林晉寬; | 書刊名 | 明志工專學報 |
卷 期 | 21 1989.05[民78.05] |
頁 次 | 頁57-70 |
分類號 | 496.34 |
關鍵詞 | 無店舖; 零售; 購買; |
語 文 | 中文(Chinese) |
中文摘要 | 本文主要探討無店舖零售與店舖零售之購買行為差異,以女用化粧品業為研究對象,針對大臺北地區之購買者,以郵寄問卷方式進行初級資料之蒐集,所引用之分析方法包括單因子變異數分析、卡方檢定、因素分析、集群分析、區別分析等。選取之通路變項:無店舖有多層傳銷、單層傳銷、展示零售;店舖有專櫃、百貨店、超級市場。購買行為變項包括:1.人口統計變項。2.生活型態。3.行為變項。4.心理變項等。研究結果發現,無店舖購買者年齡較大、已婚者多、有學前小孩比率高、感性傾向、較不重視化粧品的香味與顏色、購後滿足程度高。店舖購買者年齡較輕、為中等個人所得、未婚者多、理性傾向。 |
英文摘要 | This paper mainly researches the differences of buying behavior between non-store retailing and store retailing in female cosmetic industry. The paper uses questionnaire to mail cosmetics buyers in Taipei city for collecting primary data and uses mathematic methods which include ANOVA, Chi-square Analysis, Factor Analysis, Cluster Analysis and Discriminant Analysis to analyse data. Selecting marketing channels' variables of the research include Multi-level direct marketing, Single-level direct marketing, Consumer shows in non-store retailing and Specialty store, Department store, Supermarket in store retailing. Then, selecting buying behaviors' variables include demographic variables, life-style variable, behavioristic variables and psychographic variables. The research discovers non-store buyers are elder, more married, more preschool children, sensibility orientation, less care about aroma and color of cosmetics, high postpurchase satisfaction and store buyers are younger, middle personal income, more not yet married, rational orientation. |
本系統中英文摘要資訊取自各篇刊載內容。