An Exploratory Study of Queuing and Consuming Behavior Induced by Brand Preference
| Autor: | Wei-Hao Wu, 吳偉豪 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 In our daily lives, “Queuing Phenomenon” is always happened. Everyone has different viewpoints about this issue. As for queuing for consuming, everyone has various interpretations as well. Some people think that lining up for pursuing a product is a happy task; however, others think efficiency is the most significant and views the queuing behavior as a time-wasting folly. But for those who are willing to stand in the line, what is the source of their enthusiasm? How did brands create the value for their product and attract the crowd? And, how about the feeling and harvest people got from the process? As the saying goes, “time is money. “ But for those queuing crowd, how did they evaluate the waiting time with the product? Is there any similarity among various queuing categories? Hence, this research focused on this queuing group and explored their internal mindset and external behavior. Then the researcher deeply explored their attitudes toward the queuing affection and recognition, waiting modes of participation, consuming behavior and habit, and post-purchase behaviors. The researcher conduct semi-structured interview. Depending on the literary reviews and purposive sampling, the researcher chose the queuing consumers who had the experience in queuing for at least one hour because of brand preferance, never gave up in the process, and successfully bought the product. We used depth interview method to talk with the chosen candidates one by one. In the end, we collected the date and conduct further analysis deliberately. After the conclusion, we had several outcomes. First, in “Affection and Cognition” section, we revealed diversified queuing crowd’s motivations, found out the value that brands provided, and realized their attitudes toward different people surrounding them. Second, in” Waiting Modes of Participation” section, we learned a lot about individuals and groups how they prepared in advance, came up strategies, and chose entertainments when deciding to line up. And next, at the part of “Consuming Behavior and Habit,” we realized their mindset according to the price they paid, time they spent, and how they felt when encountering special purchasing scenarios. Last, from the section of “Post-Purchase Behavior,” we concluded their feeling, sharing behaviors, and also figured out the actions they took when facing the product problems. Through this research, different aspects was revealed and concluded. In addition, this research provides some suggestions for practice field according to the seven aspects of service marketing thoery, and also addresses potential academic issues for those who are passionate at the research of queuing phenomenon in the future. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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