书名网路咖消费者行为之研究-大台北地区(7)(1)

ASTUDYONTHECONSUMERBEHAVIOROFINTERNET~WITHTAIPEIASANEXAMPLE書名：網路咖消費者行為之研究~以大台北地區為例作者：Chun-teChiang(江俊德)大綱：MoreandmorepeopleusetheInternettogetmoreinformationsinceitwasintroducedintoTaiwan.Inthefuture,peoplewillacquiremostinformationfromtheInternet.Consequently,theInternetCaféwillbecomeanewtypeofservicebycombiningtheInternettraditionalcoffeeshops.AsaresultofthepopularityoftheInternetandtheInternetCaféatthepresenttime,TaiwanisreallyanewanddevelopingmarketfullofcommercialchancestotheInternetCaféexecutives.WebelievethatitisinthefuturethattherewillbemoreandmoreInternetbusinessessuchasInternetBeerHouse,InternetPubs,andsoon.Atthattime,eachInternetCaféexecutiveshastodrawupalong-termplantowinthecompetingInternetmarket.Therefore,itishopedthatthefindingsofthisstudywillprovideInternetCaféexecutivesaproperguidanceandserveastheirmarketingstrategies.Thosefindingsareasfollows.1.MostInternetCaféconsumers’agesrangefrom15to30yearsold.Theyaremostlysingle.Theyarechieflystudents.Andtheireducationlevelsaremainlyabovetheseniorhighschool.2.MostconsumersoftengotothefixedInternetCafétoconsumeandtheyoftengotoInternetCaféaloneorintwo.TheConsumingisoftenafternoonoreveningandtheconsumingdemandvarieswidelybetweenthepeakhourandnon-peakhour.Besides,consumersthinkthepriceattributetobeveryimportantbutaredissatisfiedwithit.3.WhenconsumersgotoInternetCafé,Theyoftenhavetwoprimarymotives.Oneiskillingleisuretimeandrelaxation,andtheotherisusingInternetCafécomputerperipheralequipmentandservicetohandlebusiness.4.Consumerslayemphasisupontheconsumingprice,thecomputer,Internet,andperipheralfacilities,andtheconvenienttransportation,buttheydissatisfiedwiththeseevaluativecriteria.5.Consumerslayemphasisupontheaccessoryfacilitiesincludingthearound-the-rockservice,thetransactionsofcomputerbooksandfacilities,andtheprovisionofthecomputereducationcourses.Besides,mostconsumersassumeapositiveattitudetowardtheadditionalactivitiessponsoredbytheInternetCafé.重點標題和內容IV.DATAANALYSISANDINTERPRETATION1.BasicAnalysisThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutconsumingfrequencyaresummarizedintable10.ConsumingFrequencyNumberofcustomersPercentageOncebetween8~15days7634.7Total219100ConsumingFrequencyThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutfixedorunfixedconsumingplacearesummarizedintable11.fixedorunfixedconsumingplaceNumberofcustomersPercentagefixed13059.4unfixed8940.6Total219100fixedorunfixedconsumingplaceThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutthenumberofconsumerswhogotogetheraresummarizedintable12.thenumberofconsumerswhogotogetherNumberofcustomersPercentage2persons10347Total219100ThenumberofconsumerswhogotogetherThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutobjectconsumedaresummarizedintable15ObjectconsumedNumberofcustomersPercentageOnlyfoodanddrink7835.6OnlyInternetservice2812.8Food,drinkandInternetservice11351.6Total219100ObjectConsumedThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutaverageexpenditurepervisitaresummarizedintable16averageexpenditurepervisitNumberofcustomersPercentageNT201~50010949.8Total219100AverageexpenditurepervisitThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutmemberornonmemberaresummarizedintable17memberornonmemberNumberofcustomersPercentagemenber5826.5nonmember16173.5Total219100MemberOrNonmemberThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutinformationsourcearesummarizedintable18InformationSourceNumberofcustomersPercentageInternetCafépalacard6027.4InternetCafésingboard3415.5Newspaperandmagazine2511.4Friendorrelative6730.6BBSorInternet2812.8Computershow52.3Total219100InformationSourceThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutthecompanionwhogoestoghteraresummarizedintable13ThecompanionwhogoestoghterNumberofcustomersPercentageAlone9543.4Sweetheart4821.9Friend2310.5Relative73.2Classmate3716.9Colleague94.1Total219100thecompanionwhogoestoghterThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutconsumingdayandtimearesummarizedintable14ConsumingdayandtimeNumberofcustomersPercentageHolidaymorning13509HolidayAfternoon7333.3Holidaynight3114.2Non-holidaymorning52.3Non-holidayafternoon4621Non-holidayevening5123.3Total219100Accordingtothebasicanalysisofconsumermotivations,wemayknowthatconsumerspatronizingInternetCaféhavetwoprimarymotivations.Oneis“Stimulusavoidance,”suchas“Killleisuretime,”“Relax,”and“Enjoyacomfortableenvironment.”Theotheris“Competence-mastery,”suchas“UseInternalCafé’scomputerperipheralequipment,”and“UseInternetservicetohandlebusiness.”2.ClusterAnalysesAlltheconsumersaredividedintothreeclustersaccordingtotheirconsumingfrequencies.Thedefinitionsofthesethreeclustersarepresentedasfollows.A.LowFrequencyUsers:consumerswhochoosethefirstitemofthefirstquestioninthequestionnaireofthisstudy.Thefirstitemis“Onceover30days”B.MediumFrequencyUsers:consumerswhochoosethesec