大台北地區青年消費者(25-35歲)對財經雜誌之消費行為與可應用行銷策略之研究

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Title:	大台北地區青年消費者(25-35歲)對財經雜誌之消費行為與可應用行銷策略之研究
Other Titles:	The consuming behavior and feasible marketing strategies of young adult consumers (25-35yrs) for business magazines in Taipei 大臺北地區青年消費者(25-35歲)對財經雜誌之消費行為與可應用行銷策略之研究
Authors:	林芳燕;Lin, Fang-yen
Contributors:	淡江大學國際貿易學系國際企業學碩士在職專班洪英正;Hung, Ying-cheng
Keywords:	消費者行為;行銷策略;財經雜誌;consuming behavior;marketing strategies;business magazines
Date:	2006
Issue Date:	2010-01-11 01:37:00 (UTC+8)
Abstract:	過去財經雜誌的定位以中高階層企業經理人為主，但隨著時代進步，職場工作競爭越來越激烈，越來越多青年人提早閱讀財經雜誌，以提升自己的職場競爭力。鑑於財經雜誌於市場佔有率之變化與閱讀年齡層結構之改變，本研究欲探討其因及找出年輕消費者對於財經雜誌之消費需求。研究對象為大台北地區25-35歲之消費者，以問卷調查方式進行，共發出450份，有效回收問卷共320份，回收率87%。本研究架構以人口統計變項、生活型態變項、及人格特質變項為自變數，研究消費者之個別變項對消費行為與購買決策之關聯或是否有顯著之影響。本研究結果為：一、不同生活型態之消費者，在消費行為剖面圖上有顯著差異。如在雜誌取得方式方面，生活型態屬於傳統樸實型用訂閱方式比例最高。此外在購買地點上，生活型態屬於金融商務型最常在便利商店購買。而在每月花費金額上，屬於金融商務型願意花最多預算購買財經雜誌。二、在人格特質上，內控傾向的消費者較外控傾向消費者願意花更多預算在購買財經雜誌上。三、在人口變項與消費行為之關係來看，就消費者年齡言，顯示年齡越大，平均花費在購買財經雜誌上之金額越高。就職業言，金融產業工作者願意花費500元以上購買財經雜誌比例最高。就職位言，一般職員最常在連鎖書店購買。就家庭平均月收入言，平均月收入5萬元以下幾乎很少用訂閱方式。四、不同生活型態之消費者，在購買決策因素之「價格及地點」及「促銷與服務」上有顯著差異。五、不同人格特質之消費者，內控與外控傾向的消費者在購買決策因素上沒有顯著差異。六、在人口變項部分，不同性別在購買決策因素之「產品內容」上有顯著差異。此外不同教育程度在「促銷與服務」上有顯著差異。最後本研究提出相關行銷建議以為應用參考：一、財經雜誌業者在通路部分應更加強便利商店的舖點，雜誌定價策略應在200 元以下，對於內容應以讀者有興趣的議題為主，其次是讀者工作需要的財經內容。二、在通路訊息上，電視廣告效果最好，再者為網際網路，因網際網路可以鎖定分眾讀者群，年輕消費者的確花相當多時間上網；除了用雜誌廣告與讀者溝通外，用網際網路的廣告訊息，也是業者的另一種不錯選擇。三、雜誌行銷應多開發公共場所或公司行號的訂閱，因財經雜誌為流通量大的雜誌。 In the past, the major consumers of business magazines are executives or managers. Over the years, the competition of industry gets charged. More and more younger consumers read magazines to intensify their strength. In this study we want to know the change and the demand of these younger readers. If we can understand the behavior of business magazine consumers, we could make the best marketing strategy infinitely. The study relies upon 320 questionnaires obtained from interview form and answered by subjects between twenty-five and thirty-five years old and living in the Taipei region. According the MANOVA and other statistical methods, we have the following findings: 1. Significant differences are dwelt on consumers’ behavior between the consumers with different life style. 2. Significant differences are dwelt on consumers’ behavior between the consumers of different personality that the internal control types are willing to pay more buying magazines than the external. 3. Significant differences are dwelt on consumers’ behavior between the consumers of different demographic variables. 4. Significant differences are dwelt on consumers’ purchasing decisions of different life style. 5. No significant differences are dwelt on consumers’ purchasing decisions of different personality. 6. Significant differences are dwelt on consumers’ purchasing decisions on product factor by different sex; also on promotion and service factors by different education degrees. We also address several practical marketing suggestions according to the results: 1. The publishers may increase quantity of magazines in the convenient stores. And the pricing should under NT$ 200. 2. TV and Internet are the most popular promotion channels for the young readers. 3. The publishers may exploit new markets like the public or company customers.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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