A Study of the Consumption Behavior of the Movie Population in Taipei

• Main Authors: Chiu Tzu Chuang, 莊秋子
• Other Authors: Tong You Wu
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/27258431237955872895

碩士 === 輔仁大學 === 應用統計學研究所 === 91 === At the beginning of 20 century, due to the flourishing development of the film industry, movie theaters appeared in big cities gradually, the business of movies had more than hundred years in history. From the initial large collective room with a big screen to the modern large collective rooms and small screens, the operation pattern has now mutated into a multi-functional entertainment venue which is notably different from the classical version of the movie theatre. In the past few years, a decline in the number of consumers going to the movie theatre has declined despite the efforts of managers’ investments upon improving decoration and equipment to appeal to the moviegoers. The result is not satisfying. Foreign business set up compound film studio and cinema which have taken shape of enormous pressure to management of traditional theaters. In the keen competition of market, it’s very important to frame marketing strategy depend on different orientation requirement to find what the marketing position of movie theater is for consumers. Firstly, the research uses semantic differential method to measure the standard in which moviegoers use to choose theaters, and uses factor analysis to find communality factors. According to those factors, it uses ANOVA and LSD method in the movie theaters that the most and the second constant to go. At last, it makes suggestions of marketing strategy in the whole and the movie theaters those four fronts most constant to go by the findings. The results show that there are five primary common factors in which moviegoers choose theaters. The four most popular movie theatres seem to all present these qualities to a certain extent. Different theatres place different focus and priority on the various factors. From the consumer’s response, all of these theatres have their ups and downs. From a marketing position’s point of view, we can provide suggestions to improve the current condition