| Reference: | 參考書目:
一中文部份:
1.王志剛編譯(民73年)，行銷學原理。台北:華泰書局。
2.宋炎本(民71年)，台北市民文化藝術活動觀賞行為之研究，台灣大學商學研究所碩士論文(未出版)。
3.杜明翰(民68年)，女性洗髮精市場區隔分析－AIO之應用，淡江大學管理科學研究所碩士論文(未出版)。
4.林義郎(民73年)，表演藝術活動觀賞行為與其價值觀及生活型態之研究，政治大學企業管理研究所碩士論文(未出版)。
5.吳聰賢(民74年),「研究的性質與類別」，見楊國樞、文崇一、吳聰賢、李亦園編:社會及行為科學研學研究法。台北:東華書局。
6.高桂足等編(民63年)，心理學名詞彙編。台北:文景出版社。
7.許士軍(民75年)，現代行銷管理。台北:商略印書館。
8.黃俊英(民75年)，多變量分析，第二版。台北:中國經濟企業研究所。
9.黃俊英(民76年a),「行銷在行政規劃上的應用」，見黃俊英、郭崑謨編:中華民國市場拓展學會七十五年年會講論文集。台北:中華民國市場拓展學會出版。
10.黃俊英(民76年b)，行銷研究－管理與技術，第三版。台北:華泰書局。
11.張逸民(民71年)，行銷策略:觀念與決策。台北:輔仁大學管理學院。
12.鄭伯壎編譯(民75年)，消費者心理學。台北:大洋出版社。
13.潘明全(民72年)，大學生錄音帶購買行為與其價值觀及生活型態關係之研究，政治大學企業管理研究所碩士論文(未出版)。
14.謝安田(民72年)，企業研究方法。台北:撰者自刊。
15.謝耀龍(民75年)，大學生之生活型態與國劇觀賞行為之研究，政治大學企業管理研究所碩士論文(未出版)。
16.羅文坤(民75年)，行銷傳播學。台北:三民書局。
17.嚴奇峰(民73年)，台灣地區大學生咖啡消費者行為研究，東海大學企業管理研究所碩士論文(未出版)。
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