Research on the Decision - making Process of Consumers in Leisure Farm.
| Autor: | Wang Ling-Ying, 王玲英 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 In this study, nine legal leisure farms in Tainan area were investigated.,30 interests were analyzed by factor analysis and divided into six common factors, There are "Facilities and Safety", "Price and Brand", "Active Service", "Space and Quality", "Quality of Staff" and "Promotional Activities". And use of cluster analysis will be leisure farms compared with consumers, the importance of the segment attributes are divided into four groups, There are "value type", "educational type", "interactive type" and "safe type" respectively. The study found that in the decision by whom the decision to choose their own destination 46.90% of the highest.In the pre-purchase budget, the highest to NT$5,000.The entrance to the highest proportion of the ticket office.The results and the pre-purchase budget is the same correspondence, indicating that the consumer is not easy to change the budget. In the decision time, the highest proportion within a week.The frequency of consumption will occasionally go to the proportion of up to 62%. The main purpose is to participate in sports athletic activities 27.3%, rural experience 26.4%. The impact of information sources on the extent to the impact of new products, should be with the new and want to experience the relationship between new products. After the purchase of satisfaction, the average satisfaction were 3.54,in satisfaction, the consumer was satisfied with 39.8%. And then purchase the possibility of an average of 3.75, between the general to the satisfaction. And then introduce the purchase of the possibility of an average of 3.80,between the general to the satisfaction of the introduction of the purchase of the possibility of accounting for 53.6%, 24% of ordinary, very likely 16.3%. Keywords ：Leisure farms, consumer behavior, interest segmentation, post -purchase behavior |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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