The Research on the Relationship among Reading Behavior, Lifestyle and Buying Decision Factor of Baseball-magazine Readers
| Autor: | Cheng-yuan Hsu, 徐程遠 |
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| Rok vydání: | 2005 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 93 As a long run, affections toward Baseball are deeply rooted in Taiwanese, along with the quicken of economy and the respect of leisure time, the market size of Baseball magazines is broaden, and the competitors are plunged. The documents related to the sports magazine marketing strategies were mostly in the way of Qualitative Methodologies. Instead of Qualitative Methodologies, the research method of this survey was investigated by questionnaire, then due to the assembled data to adduce the reference for baseball magazine publishers. According to the purpose of this survey, the questionnaire was made around the 4 variables: population statistics, life style, reading behavior and buying decision process. After filled by the people who went the baseball gymnasium to watch baseball games then the data were assembles and analyzed by descriptive statistics, reliability analysis, validity analysis, chi-square test, Pearson correlation, factor analysis, t-test, one-way ANOVA, and Scheffe multiple comparison analysis, etc. The follows are main conclusion of this thesis: a)The readers of different population statistics appear obvious variance on reading behavior. b)The readers of different population statistics appear obvious variance on buying decision. c)The readers of different life style appear obvious variance on reading behavior. d)The readers of different life style appear obvious correlation on buying decision. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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