台灣地區同志族群消費傾向研究

• Main Author: 黃煦芬
• Other Authors: 陳亭羽
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/94596712720735353245

碩士 === 長庚大學 === 企業管理研究所 === 90 === Homosexual Issues are noticed in Taiwan recently, but most of researches concerning gays and lesbians in Taiwan are focused on psychology, social relationships and human rights, few are discussed with gays and lesbians consumption market. According to foreign studies, the market potential of homosexual consumers are huge. Therefore, the main purpose of this research is to analyze the market potential of this segment, and characteristics of gays and lesbians consumers. There are two practical stages of this research. In the first stage, we analysis the consumption behaviors of homosexual people and normal people, and discuss the special items or trend that gays and lesbians prefer. In the second stage, we focus on several items to make more studies. The present study collected data with the help of homosexual group and gays and lesbians’ e-newspapers. The results show that homosexual people have more disposal income, they put great emphasis on living quality. Gays and lesbians are more interested in culture, arts, spiritual growing topics than common people, therefore they buy more books and musical products, and they usually see a movie in the movie theaters instead of VCD or online movies. Traveling is the most popular outdoor activities for homosexual people. Compare with common men, gays pay more attention on their appearance, and lesbians pay more attention on their professional skill then common women. According to the research, we believe that the homosexual segment in Taiwan is different from common people in many aspects, also they have great market potentian. Therefore, we offer some advises for enterprises which want to focus on this market segment.