- 學位論文
兒童劇場消費者購買決策過程之研究
Study of Consumer Decision Making of Children's Theatre
摘要
兒童劇場消費者與一般表演藝術觀眾最大差異在於兒童劇場消費是家庭消費過 程，參與此過程之角色多元，購買決策過程較為複雜。本研究旨在描繪兒童劇場消費 者購買決策過程之輪廓。以台北縣市兒童劇場家長觀眾為研究對象，以自編之「兒童 劇場消費者購買決策過程之研究問卷」為研究工具，進行問卷調查。根據實際調查的 結果，以描述性統計、因素分析、集群分析、多變量變異數分析，經SPSS 11.5套裝 軟體進行資料分析，得到以下結論： 一、描述兒童劇場消費者之樣貌 兒童劇場家長較偏向高學歷及高所得族群，家長消費者年齡普遍分佈在31到40 歲之間，小孩年齡多數介於7到10歲，家庭結構以二代同堂的年輕核心家庭為主。 二、兒童劇場消費者如何參與消費決策過程 兒童劇場消費者觀賞頻率普遍偏向每年10次以下，且有將近五成每年消費兒童 劇場的次數低於三次。在進行整個消費過程時，不論是資訊搜尋、方案決策、購買行 為、使用行為或是購後評估都以母親為主，大部分過程中，小孩參與的比例都偏低。 兒童劇場消費者取得表演訊息的管道以報章雜誌及表演場地節目單為主，約5成的消 費者透過購票端點或是購票網站購票，700元以下之票價是消費者較常消費的價位。 研究歸納兒童劇場消費者動機因素七項、購前評估因素六項及購後滿意度評估因素五 項。 三、兒童劇場消費者之集群與區隔 兒童劇場家長消費者可根據消費過程之動機因素分成四個集群，分別為藝術成就 導向群、全面發展導向群、社會分享導向群及成長教育導向群。全面發展導向群和藝 術成就導向群為兒童劇場之主要消費者，前者著重孩子之全方位發展，後者則重視孩 子的藝術成就表現。
並列摘要
The purpose of this study is to investigate into and thereupon outline the children's theater consumers’decision-making process．The major difference between children's theater purchase decision making and that of other art performance lies in the number of decision makers. As children's theater purchase is decided collectively by family rather than personally, the decision making process is therefore more complex than that of other art performance. The research is based on questionnaire survey. "Questionnaire of children's theater consumer decision making process" is designed and used to conduct a survey among parents sampled from children's theater audience in Taipei metropolitan. The collected information was subsequently transformed to descriptive statistics and processed to factor analysis, cluster analysis and multivariate analysis using the statistical analysis package SPSS 11.5. The results support the following conclusion: 1.Characteristics of children's theater consumers Parents who consume on children's theater are relatively better-educated and better-paid．Aged between 31-40, they live in a young two-generation core family with children aged 7-10. 2.Behaviors of children's theater consumers in purchase decision making Generally, children's theater consumers go to children's theater less than ten times a year, with approximately half of them less than three times a year. Mothers dominate throughout the practice, from information collection, decision making, ticket acquisition, theater attendance to post-purchase evaluation, while participation from children is rather minimal during most of the process. Performance information is mainly obtained through newspapers and magazines as well as program brochures distributed in theaters．Nearly 50% of the consumers acquire their tickets at a sales outlet or via the Internet, and tickets under NT700 are most commonly bought. The study finds out 7 purchase motivation factors, 6 pre-purchase assessment factors and 5 post-purchase evaluation factors. 3.Classification of children's theater consumers According to purchase motivations, children's theater consumers can be divided into four clusters：Art-achievement oriented, Universal-development oriented, Social-sharing oriented and Growth-education oriented. The first two clusters represent the majority of children's theater consumers, among which the universal-development oriented parents emphasize their children's universal development:while the Art-achievement oriented parents prioritize their children's achievement in art.