Studies on the Influence of Purchase Situation on Museum Store Consumer of Gold Ecological Park in Taiwan
| Autor: | Cheng Tan-Ni, 鄭丹妮 |
|---|---|
| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 This research is motivated out of an examination of the current state of management of museum stores in Taiwan, and seeks to discover whether it is possible to bring together the perspective of the consumer with situational theories from the field of marketing. A literature review was employed to establish the framework of research and determine factors contributing to the current state of museum stores. Then, through surveys conducted at two museum stores located in the Gold Ecological Park, the influence of situational factors upon the experience of customers at these museum stores was investigated, in the hopes of helping stores in their strategic planning and operations. First, large quantities of surveys were distributed to customers, inquiring about types and depth of situational factors influencing their purchasing experience, as well as information about customer demographics, purchase location, purchase amount, and so forth. Next, telephone surveys were conducted to carry out more in-depth questioning regarding each of the situational factors raised in the written surveys. After analysis, comparison, and interpretation, an overall set of conclusions and recommendations was issued. The research results indicate that customers at the two museum stores studied displayed the following demographic characteristics: 1. They tended to be women, comprising over 65% of customers. 2. Over 60% of them had attained college-level education. 3. Singles predominated, after which came those who were married and had children over the age of six. 4. Most lived in Taipei proper, with Taipei County coming in next. In terms of purchase amount: over 85% of customers spent under NT$500. Situational factors that were most influential were, ranked in order of influence for the top three, were: “I had a pleasant museum visit today,” “the museum store’s overall atmosphere was very good,” and “I had a lot of time to shop.” The situational factor with the least influence was: “I saw a lot of other people in the shop, and so I came to shop as well.” Moreover, analysis of survey data shows that situational factors had a marked influence on customer demographics. Thus, promoting a “pleasant museum visit” turns out to be a critical piece of museum store planning, and museum stores should create an atmosphere that matches the museum experience, targeting consumers in their planning in order to raise revenues. Finally, based on research results, the following suggestions are raised: 1. Museum stores should make it their goal to facilitate a pleasant museum experience for their customers. 2. Museums should take the lead in promoting the educational function of their museum stores. 3. Museums should take into account time needed to shop at museum stores into their tour itineraries. 4. Planning principles of museum stores. 5. In their strategic planning, museum stores should consider displaying themed products at their entrances. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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