摘要 本研究探討所調查人口統計變項對創業的互相關係,並探討新聞傳合與熱點行銷創業之研究-以事件活動為中介變數。本研究專題以消費者為研究樣本,並使用問卷調查法,回收有效問卷490份,使用SPSS統計軟體分析,並進行百分比分析、信度、效度分析、相關分析法、單因子變異數分析法、迴歸分析等。經由探討後得知以下五點結論 : (一)新聞傳合對事件活動具有顯著正向關係存在。(二)事件活動對熱點行銷具有顯著正向關係存在。(三)新聞傳合變數對熱點行銷變數之間具有顯著正向關係存在。(四)事件活動對新聞傳合與熱點行銷之間具有中介關係存在。(五)不同的人口統計變數在新聞傳合、事件活動與熱點行銷變數之間具有顯著性差異。
Abstract This study explored the relationship between the demographic variables surveyed and entrepreneurship, as well as the research on news communication and hot-marketing entrepreneurship-using event activities as intermediary variables. This research topic taked consumers as the research sample, and used the questionnaire survey method to recover 490 valid questionnaires, using SPSS statistical software analysis, and performs percentage analysis, reliability, validity analysis, correlation analysis method, variance analysis method, regression Analysis, etc. After discussion, the following five conclusions were obtained: (1) News communication had a significant positive relationship with event activities. (2) Event activities had a significant positive relationship with hotspot marketing. (3) There was a significant positive relationship between news transmission variables and hot-sale marketing variables. (4) The event activity had an intermediary relationship between news communication and hotspot marketing. (5) Different demographic variables had significant differences between news communication, event activities and hotspot marketing variables.