A STUDY OF CONSUMER PURCHASE BEHAVIOR WITH LIFE-STYLE BETWEEN HONG KONG AND TAIWAN
| Autor: | Ka-Yi Li, 李嘉儀 |
|---|---|
| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 Nowadays, internet using is increasing popularity, digitizing books appeared, Mainland China is gradually increasing the strength of digital publishing industry, paper book publishing is facing a great challenges. Taiwan publishing industry had far outstripped on book released number of Hong Kong, but Hong Kong publishing industry is mainly publishing the imported book. In the face of consumer buying behavior, there are several differences between Hong Kong and Taiwan that may become a valuable research. This study will find out how life-style affect Hong Kong and Taiwan consumer’s buying behavior. This study will expected by using the concept of consumer cluster to compare the life-style between Hong Kong and Taiwan consumers. To understand both consumers buying behavior, this study will use questionnaire survey. The result hopes to provide a reference for publishing industry to develop an appropriate marketing strategy. The results showed that Hong Kong and Taiwan are mainly divided into two lifestyle group. Which Hong Kong is divided into “active knowledge-based” and “popular social type”. And Taiwan's consumer lifestyle divided into “religious autonomous” and “popular knowledge-based.” These lifestyle groups in the purchase motivation both hadnot significant difference, but the buying behavior is very similar. The "light novel" was the most popular books in Hong Kong and Taiwan. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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