新娘秘書市場導向之研究

現代婚禮儀式已與傳統儀式有了極大的變化，此種變化使婚禮的進行更受重視，不但呈現出了縱向發展，而且也呈現出了橫向發展。由婚宴現場的考量而延展了近代婚紗新興事業，也帶動了新娘秘書的蓬勃發展，更演變出了燈籠式點線面立休上下左右擴充情況。為探討新娘秘書市場導向，本研究以田野調查配合問卷調查方式，經由專家群精心設計之問卷調查表，以臺灣（含離島）未婚女性作為隨機樣本的抽取的對象，進行市場導向之研究。經預試調查後，將正式問卷調查表650份含基本六資料項與五集群調查資料項共23資料項之問春調查表發出，收回有效428份(66%)之資料建立資料檔後，對各資料項分別以不同方式加上描述。知婚期不是在短期就在2-3年間，年齡在21-25之間，高中職或以下，且商務人員居多。而婚後則已選擇國外蜜月旅行居多，至於費用上則因情況而異。經以三基架採列線圖表觀念進一步對分析用事資料項篩選後，將所篩選基本資料項與調查責料項結合，以統計檢定進行研判後。在學歷(S64)與第三與四群集以獨立性卡方檢定時，各有一資料項（S316與S418）判定為承認兩資料項間係獨立無關外，其餘群集下各資料項均拒絕承認兩資料項間係獨立無關，即不獨特而有關在學歷(S64)與第五群集以一因子變異數分析時，除兩資料項（S526與S528）拒絕承認學歷不同會影響被選格出現情況外，其餘均承認學歷不同不會影響備選項出現情況，至於對總得分上也呈現接受虛無假設。本研究不但在問卷調查表中屬性資料項占有大部份下建構了資料項篩選手法以供運用，而且在新娘秘書市場導向上也提出了研究所獲以供有關機構或人士參考。

關鍵字

新娘秘書；婚紗業；結婚儀式；問卷調查表；統計檢定；列線圖表

並列摘要

The wedding party was changed from the traditional type to the modern type. It shown out wedding party is given to more attention than before and is given to a vertical extended and a horizontal extended. From simple wedding party to the wedding industry, the bride secretary is as same as a lantern from a point through line to plane even to the three-dimensional model. To research the marketing oriented of the bride secretary, a questionnaire, which was designed by the research group, was used to survey the samples, to which random select from the unmarried females at the commercial area of all Taiwan (consist of the islands), under the field survey. A total of 23 questions belong into five groups on wedding activities in part one and a total of 6 questions background in part two. A total of 428 (66%) validated questionnaires were used to store the data file and do analysis after a total of 589 returned and a total of 650 were issued after the pilot test was passed. It shown out by the data analysis that a large frequency of unmarried ladies under collage from 21 to 25 yeas old in commercial field want marriage in one year or two year after, and regardless the costs of married active even very like to have a honey month outside the country. Three lines of nomogram concept were introduced to screen the important questions of each group. From the hypotheses and test, accepts from each one question of group 3 and 4 was given that their independent of the level of education. Through ANOVA, the results indicated that except the level of education does have a significant effect on group 5 except from two questions. The contributions of this research were that three lines of nomogram concept was introduced to find questions for the statistical inference, that the market oriented of wedding beautician in Taiwan area could be more clearly, and that the finding could be applied to the wedding industry.