The Influence of Consumer Lifestyle and Involvement to the Buying Behavior

Autor:	Shih-Hong Huang, 黃世宏
Rok vydání:	2013
Druh dokumentu:	學位論文 ; thesis
Popis:	101 “ONE PIECE” is one of the most well-known Japanese comics series, and lots of high-value merchandise have been promoted in the market. The investigation suggests the consumer behavior among different consumer groups to make a appropriate marketing strategy plan by the analysis, and study whether consumer behavior could be affected by the level of involvement or the lifestyle factor. The process of the study includes granting questionnaire forms and conducting the sample survey of the community associated with “ONE PIECE”, and 298 questionnaires were received and taken effective. The study suggests the level of involvement could significantly effect consumer behavior ; the lifestyle factor has positive effects toward viewership and behavior (which engages in using “ONE PIECE” merchandise);the level of involvement could cause partial influence toward viewership and time period (using the merchandise).
Databáze:	Networked Digital Library of Theses & Dissertations
Externí odkaz:	http://ndltd.ncl.edu.tw/handle/07975589792836232238 Zobrazit plný text záznamu