桃園地區購買婚禮產品消費行為之研究

Consumer Behaviors of Wedding Products Purchasing in Taoyuan

江珮綺(Chiang Pei Chi)

指導教授 ： 朱文增

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2010年)

摘要

隨著時代演進，對於婚禮產品的消費行為已與過往有所不同，因此本研究目的為分析婚禮產品消費者之人口背景變項、生活型態、價值觀與消費行為之現況，並探討一、人口背景變項與生活型態；二、人口背景變項與價值觀；三、人口背景變項與消費行為；四、生活型態與消費行為；五、價值觀與消費行為之差異情形。本研究之研究對象為桃園地區之婚禮產品消費者，並以問卷調查法取得研究相關資料。透過描述性統計、因素分析、集群分析、卡方檢定、獨立樣本t檢定、單因子變異數分析和雪費事後考驗進行資料處理與分析。研究結果顯示：一、26-35歲為婚禮產品主要消費族群；二、網路是消費者蒐集新娘秘書、婚禮記錄、會場佈置的主要資訊來源管道，且消費者不會透過參觀展覽來蒐集新娘秘書與婚禮記錄相關資訊；三、消費者購買新娘秘書服務的主要原因為「有需要」，購買婚禮記錄的主要原因為「留做紀念」，購買會場佈置的主要原因為「風俗文化」；四、消費後，所有消費者都會願意推薦親友購買新娘秘書服務，而不一定推薦親友購買婚禮記錄的主要原因為可由親友代替，不願意推薦親友購買會場佈置的比例高達63.9%。因此建議相關業者應針對26-35歲年齡層重點行銷，除仔細經營網路的部份，並確實整理過往作品，以讓更多消費者能藉由網際網路搜尋到業者資料。

關鍵字

生活型態 ； 消費行為 ； 價值觀 ； 婚禮產品

並列摘要

The consumer behavior of wedding products advance with time. Thus, there were two purposes in this study: first, to analysis the demography, value, and life-style for wedding product consumers in Taoyuan. Second, this research discussed the difference between demography, value, life-style, and consumer behaviors. This study used questionnaires as the instrument, and the statistical methodology, such as descriptive statistic, factor analysis, cluster analysis, chi square test, t-test, one-way ANOVA, and Scheffe’s post-hoc. The major findings were as followings: 1. Most consumers in Taoyuan wedding products were between 26-35 years old. 2. Internet is the main stream for consumer to get the information about bridal stylists, wedding photographers, and decoration. And consumers never obtained information of bridal stylists and wedding photographers in the exhibits. 3. Consumers who purchased bridal stylist services were mainly because of its necessity, and wedding photographers were adopted because of willing to keep the memories, and the decoration was taken because of conventional customs. 4. All consumers were willing to recommend bridal stylist services to their relatives and friends. The wedding photographers were replaceable by relatives or friends. 63.9% of respondents were unwilling to recommend decoration. Based on the results, this research suggested that marketers in bridal stylist industry, wedding photographer industry and decoration industry should be exerted more efforts on consumers between age 26-35. To enhance the internet business, corporations in this industry should well organize the service catalogs they had provided, and made it easier to let more consumers find them through Internet.

並列關鍵字

life-style ； value ； consumer behavior ； wedding product

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