Interrelation among Female Role Portrayal, Brand Knowledge, and Cultural Features in Bridal Photography Industry

• Main Authors: Chia-Min Chung, 鍾佳閔
• Other Authors: Chyong-Ling Lin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/35900442809713505308

碩士 === 龍華科技大學 === 商學與管理研究所碩士班 === 95 === This paper regards that the consumption practice of the Bridal Photography in contemporary Taiwan is a social practice. Although consumers are apt to be decided by the structure, they also can appropriate consumption for their own interests. The purpose of this study was to analyze consumer behaviors in Bridal Photography Industry by using questionnaires and statistics methods. Furthermore, difference analysis and correlation analysis were used to discuss the difference of consumer segmentations and life styles which influenced their consumption behaviors. The 500 questionnaires were submitted at the famous cluster of bridal photography, Zhongshan N. Rd. and Aiguo E. Rd., in Taipei. The researcher adopted Structural Equation Modeling (SEM) to evaluate female role portrayal in photography as well as brand knowledge and cultural features.The outcomes could be offereds to improve service quality and performance for bridal photography industry. The findings revealed significant difference toward brand awareness, brand image, power distance, uncertainty avoidance, and long-term orientation. The results indicated (1) Female Role Portrayal has positive impact on Brand Knowledge. (2) Brand Knowledge has positive impact on Cultural Features. (3) Female Role Portrayal has positive influence on Cultural Features.