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| Title: | 上班族的生活型態與圖書購買行為之研究-以台北市區上班族為例 |
| Authors: | 張錫銓 |
| Contributors: | 郭昆謨
張錫銓 |
| Date: | 1990
1989 |
| Issue Date: | 2016-05-03 14:06:31 (UTC+8) |
| Abstract: | 論文摘要
近年來，國人國民所得提高，已達7,500美元，生活素質及文化水準亦相對提昇，消費大眾對知識之追求比以往迫切，然而國人平均每年購買書報雜誌的費用僅佔全部收入的3.5%，此比率與臨近日本比較差距甚大，亦顯示未來圖書市場潛能頗大，本研究乃從上班族消費者購書行為著手，探討不同消費群在利益變項、生活型態、購書類別、產品屬性、情報來源、購書地點及人口統計變數等變數之差異情形並進而找出具有潛力之區隔市場及擬訂行銷策略。
本研究以便利抽樣方式，收集台北市區上班族消費者關於購書行為之問卷作為初級資料來源，採用多變量統計方法計有交叉分類法、因素分析法、T -檢定、卡方檢定法、變異數分析法及集群分析法。分析時以交叉分類法將樣本依人口統計變項作分類統計，利用因素分析法萃取出生活型態的因素計有一般化生活型態因素12個及特殊化生活型態因素8個；利用T-檢定來檢定性別在各類描述變數如喜歡書籍之類別、書籍屬性、追求的利益、情報來源、購書地點、一般化及特殊化生活型態因素等之差異情形；又利用集群分析法依消費者追求的利益區隔成四群體；利用卡方檢定檢定意見領袖、購買量及利益區隔在各人口統計變數上之差異；至於男女購買者與非購買者、男女經常購買者與非經常購買者、男女意見領袖與非意見領袖及不同利益區隔群體在各類描述變數上之差異則分別以變異數分析法檢定之。
最後根據分析結果，針對不同性別之購買者、男女購買者與非購買者、男女經常購買者與非經常購買者、男女意見領袖與非意見領袖及不同利益區隔群體在人口統計變數、生活型態、書籍類別、產品屬性、情報來源、購書地點等變數上的差異情形，找出具有潛力之區隔市場並擬定適切之行銷策略。 |
| Reference: | 參考書目
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| Description: | 碩士
國立政治大學
企業管理學系 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#B2002005205 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
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