Exploring the implications of adolescent personality and consuming perception in social network: An example of the convenience-store premium

• Main Authors: Yu-ni, Liao, 廖又霓
• Other Authors: Chin-feng, Lin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/93736467972411494664

碩士 === 國立勤益科技大學 === 企業管理系 === 95 === All of manufacturers make great effort to conceive various kinds of promotional activities in order to promote the sale volume on the keen free market. Therefore, the various promotional activities are on. Because of the distribution of the place, content of the goods and consumers ethnicity are nearly very much the same among of convenience stores in Taiwan, so the way to only make the best of marketing comes to the creating area to separate. The gift advertising campaign is new marketing tactics derived from the differentiating marketing in recent years. Obviously, gift content of convenience store is a very big attraction for teenagers’ ethnicity. The Collecting-gift tide from new marketing tactic causes the topic among teenagers. Interpersonal network and one’s own personality special attitude influence consumer behavior of teenagers deeply, so there is very big discussion space in intension of consumptive consciousness. The study applies 「Means-end chains, MECs」 to consider the influence of social networks of teenagers and personality special attitude upon their consumptive consciousness. It also offers to the manufacturer the application tactics how to carry on different slogans while making the scheme of promoting of gifts, through the consumptive psychoanalysis of the collecting-gift of teenagers. The study adopts the structural questionnaire investigation to probe into the personality special attitude of interpersonal networks and intension of consumptive consciousness of teenagers, send out 248 questionnaires to the research object of teen-age students, retrieved the 227 effective questionnaires, and used the SPSS statistical software to process the analysis of descriptive statistics, and utilize UCINET VI social network software to carry on the analysis of the social network materials. The findings of this investigation: (1) it was whether the gift is the edition with a limit on quantity that teenagers paid attention to the collection of the gift, because put a limit on quantity so worth collecting, and can increase life enjoyment through the collecting-gift. (2) Personality special attitude of students in the network and network intermediary position is enthusiastic and ready to help others in the location in the social network, so there is a better effect upon the collection and transmission of news. It should be concluded, from what has been said above, that convenience stores should pay attention to the application of their slogans while making the advertising tactics. The slogans can put emphasize on the limit of the issued gifts that can especially bring enjoyment and satisfied in life, and can collect the fulfillment while finishing in order reflecting gifts.