隨著經濟發展與生活型態的改變,電影欣賞已成為國人重要的休閒活動之一。科技的發展讓電影通路趨向多元化,消費者有更多觀影通路可以選擇,除電影院之外,尚有電影光碟、網路電影等各種不同的觀影通路。由於電影產品不同於一般傳統的實體商品,它帶給消費者的價值不僅止於其所具備的基本屬性。因此,為瞭解選擇不同觀影通路之消費者購買行為背後的深層動機,以及藉由消費所欲獲得之價值。本研究以「方法目的鏈」(means-end-chains)模型為理論基礎,選擇首輪電影、二輪電影、電影光碟與網路電影四類通路,透過階梯訪談法(laddering)深度訪談四類消費者各10位,挖掘其所重視的產品屬性與所追求的顧客價值。並以內容分析法(content analysis)與階層價值圖(Hierarchical Value Map,HVM)建構該四類電影通路消費者之「屬性-結果-價值」關係,以探討選擇不同電影通路的消費者所重視的屬性與價值及其中之關聯。 研究結果發現,四類通路消費者最重視的觀影價值皆為「樂趣與享受」,然連結到該價值的結果與屬性則不盡相同,可知不同觀影通路的消費族群在決策過程中所考量的因素之差異。首輪電影消費者重視的主要為觀影時從電影院的影音設備中所獲得的感受;二輪電影消費者主要重視的則是觀看電影的成本效益;電影光碟消費者重視的則為觀賞電影時的身心狀態是否舒適;而網路電影消費者所重視的亦為觀賞電影的成本效益。依此研究結果,本研究建議電影發行商於擬訂策略時:應依電影類型選擇發行通路策略;應加強口碑行銷以增首輪電影院之票房;應掌握新興通路的進入契機,以提昇電影發行商之發行效能與策略目標。
People in Taiwan regard watching movies as an important recreational activity. Consumers have more channels to watch movies as technological innovations are coming in rapid succession. Movies differ from traditional entities of commodities, they offer consumers the values which are more than their original attributes. We would like to understand the real motives of movie consumers why they chose different movie channels and understand the values they want to get by consuming movies. This research considered Mean-end Chain Model as the theory basis, and dug out the product attributes as well as customer values of first-run movie consumers, second-run movie consumers, movie disc consumers, and internet movie consumers through laddering. Also, it used content analysis and hierarchical value map to probe the connections between product attributes and customer values of above four channels consumers . The results showed that the most important value of first-run movie consumers, second-run movie consumers, movie disc consumers, and internet movie consumers is all “fun and enjoyment in life”, but the value is composed of different attributes and consequences. Moreover they revealed the difference factors of decision-making process of different movie channels consumers. First-run movie consumers emphasized the experiences from audio and visual equipments of theater; Second-run movie consumers paid attention to the cost-effectiveness of watching movies; Movie disc consumers respect the comfort of body-mind disposition when watching movies; and internet movie consumers also paid attention to the cost-effectiveness of watching movies. According to our findings, movie distributors should take the strategies as follows into consideration: choosing right distributions according the genre of movies; strengthening word-of-mouth marketing to enhance box office of first-run movie; seizing the timing of entry emerging distributions to increase the distribute effectiveness and strategy objectives of movie distributors.