| Summary: | 碩士 === 銘傳大學 === 管理科學研究所 === 89 === Government had announced the new working-time policy on January 1, 1998. Because of the new policy, people had more leisure time to watch movies, and spend more money in cinema. On the other way, because of the deregulation on movie theaters, there are more and more cinemas than before. But all the previous studies focus on consuming movies, not on cinemas. According to that, this study would like to focus on cinemas, and intend to investigate consumer’s characters and their consuming behaviors with questionnaire in Taipei cinemas. The EKB model are conducted as conceptual framework of this study.
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