本研究旨在探討消費者購買動漫周邊商品行為之研究。分析不同人口統計變項對於購買動漫周邊商品的消費決策與消費滿意度的差異情形以及消費者對於購買動漫周邊商品的消費決策與消費滿意度的差異情形。本研究採用問卷調查法,以「消費者購買動漫周邊商品行為之研究」作為研究工具,並以具有消費能力的一般大眾作為研究對象進行隨機抽樣,共取得有效樣本255份。本問卷資料利用統計套裝軟體SPSS 19版本,進行描述性統計、敘述性統計、信度分析、獨立樣本T檢定、單因子變異數分析、薛費檢定法、成對樣本T檢定進行分析。所得研究結論如下: ㄧ、男性消費者對於購買動漫周邊商品的消費決策與滿意度皆高於女性消費者。 二、消費者購買動漫周邊商品在消費決策與消費滿意度中對於「產品的選擇」具有顯著 差異。 三、消費者購買動漫周邊商品的消費決策與消費滿意度兩者間有顯著差異。 根據前述研究結論,提出具體建議,以供相關產業及後續研究者之參考。
The purpose of this study is to investigate the consumer behavior for the peripheral commodity of cartoon. We will analyse the difference between the consumption decision and the consumption satisfaction existed in different population for buying the peripheral commodity of cartoon. Then we will probe the actual difference between the consumptiondecision and the consumption satisfaction for buying the peripheral commodity of cartoon. The method of this study is questionnaire survey and the questionnaire “The Study of Consumer Behavior for Buying the Peripheral Commodity of Cartoon”is the tool of this study. Samples of this syudy are the people with the capability to buy and all the samplese randon and we get 255 effective response questionnaires. The data of all the questionnaires is processed by package SPSS version 19. We use all the infromation from spss to do the descriptive statistics, reliability analysis, independent sample t-test, ANOVA analysis, Scheffe test and two-sample t-test for paired data and get the conclusions below: 一.The consumption decision and consumption satisfaction for buying the cartoon peripheral commodity of males are both heigher than those of females. 二.Different lcind of products have obviously different consumption decision and consumption satisfaction for buying the cartoon peripheral commodity. 三.There exist significant deviation between consumption decision and consumption satisfaction for buying cartoon peripheral commodity. At last, according the conclusion above, we put forward som advices for cartoon-related industry and further researchers.