個人生活型態與業者行銷策略對適婚者婚宴場地選擇之影響

The Influence of Personal Lifestyles and Providers' Marketing Strategies upon the Locational Choices of Wedding Banquets of the Marriageable People

吳守從(Shou-Tsung Wu)

《休閒事業研究》 16卷2期 (2018/06) Pp. 16-29

https://doi.org/10.6746/LIR.201806_16(2).0002

摘要

每對新人都希望擁有一場與眾不同且令人印象深刻之婚禮，而其中「婚宴場地」帶給參與者的感受，往往就扮演著關鍵的角色。然而，過去有關新人婚宴場地選擇影響因素之探討，並未有太多研究加以著墨，致使相關業者通常無法精確掌握消費者需求。有鑑於此，本研究以南臺灣適婚者為研究對象，透過問卷調查總計回收有效問卷400份，經統計分析後發現：（1）個人生活型態對婚宴場地選擇有顯著影響；（2）個人生活型態對業者行銷策略有顯著影響；（3）業者行銷策略對婚宴場地選擇有顯著影響；（4）業者行銷策略會對個人生活型態與婚宴場地選擇產生中介效果。綜上所述，婚宴相關業者應清楚瞭解適婚者的生活型態，並據以擬定適當之行銷策略，以利滿足其所需。

關鍵字

消費選擇 ； 行為意圖 ； 婚宴服務

並列摘要

Every newly-wed couple wishes to have a different and impressive wedding ceremony, within which the ＂wedding venue＂ usually plays a vital role in affording of particular experiences for participants. However, there were only few studies discussing the crucial factors of influencing the locational choices of newly-wed couples for their wedding banquets, so that related providers could not catch up consumers' needs accurately. Therefore, this study designates the marriageable people within the southern Taiwan as the research subjects and collects the 400 copies of valid survey questionnaires. After statistical analysis, this study finds out the following results: (1) the personal lifestyle has a significant influence upon the locational choices of wedding banquets; (2) the personal lifestyle has a significant influence upon providers' marketing strategies; (3) providers' marketing strategies have a significant influence upon the locational choices of wedding banquets; (4) providers' marketing strategies have a mediating effect upon personal lifestyles and the locational choices of wedding banquets. In summary, the related providers of wedding banquet industry should clearly realize personal lifestyles of the marriageable and then design appropriate marketing strategies for satisfying consumers' needs.

並列關鍵字

Consumer choice ； Behavioral intention ； Wedding banquet service