以生活型態觀點探討台灣寬頻影音網站之消費者購買決策過程

Consumer Lifestyle and Purchase Decision Process: A study on Taiwan Online Streaming Video Consumer

魏辰娟(Chen-Jiuan Wei)

指導教授 ： 王小惠博士

元智大學/資訊學院/資訊傳播學系/碩士(2004年)

摘要

數位時代下，產業匯流及串流媒體技術的進步，促成寬頻影音網站的興起。因此，瞭解寬頻影音網站消費者之消費者行為有其迫切性與重要性。本研究採行網路問卷調查法，探討台灣寬頻影音網站之消費者購買決策過程，應用Plummer(1974)提出的生活型態AIO量表，以Engel, Blackwell & Kollat(1984)提出的EKB模式為研究架構，區分台灣寬頻影音網站消費者之生活型態類型，並驗證研究假設－不同生活型態集群之消費者在購買決策過程行為上的差異。研究結果發現台灣寬頻影音網站消費者可區隔為三個集群－工作狂熱族、潮流追隨族與資訊渴望族。且發現不同生活集群之消費者，在其購買決策過程中的四個行為，皆有顯著差別。故本研究建議網站業者應選擇適合的利基市場，並依據該集群特性，研擬行銷策略建議。

關鍵字

生活型態理論 ； 寬頻影音網站 ； 購買決策過程

並列摘要

Nowadays, under the Digital Era, convergence and the progress of streaming media technology have accelerated the online streaming video websites emerging. Therefore, it is critical understanding the consumer’ behavior of online streaming video websites. We adopt online questionnaire survey, understanding consumer’ purchase decision process of online streaming video websites. The research quoted the purchase decision model(EKB model) by Engel, Blackwell & Kollat (1984) and quoted AIO lifestyle list by Plummer (1974). The research question is the difference in consumer’ purchase decision process between the different lifestyle groups.
The conclusion of this study is that consumer of online streaming video websites can be categorized into three lifestyle groups: the hard-workers, the fashion followers and the information-seekers. The results illustrate the consumer categorized into different lifestyle whose purchase decision process significant difference. This finding suggests operator of online streaming video websites when they think of proper marketing strategy based on the groups’ characteristics to obtain niche market.

並列關鍵字

Lifestyle ； Online Streaming Video Website ； Purchase Decision Process

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