| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 96 === Network Diffusion and busy life bring about distant interpersonal relationship and unconcern, people feel more and more stress about resentful present situation. Therefore, people transfer their emotion to the toys gradually to mollify the body and mind, ease off negative emotion. As a result they bring out the healing expenditure. The trend of fewer children makes the recession of toy-market, but the healing expenditure requirement gives a whole new meaning to the toys.
Besides it also opens a new expenditure market. We need to understand why these consumers expend, that’s worthy to discuss the final goal of the consumption. However, different generation consumers have gone through different life experiences, are there differences in the consumption goals for the healing toys, too? How do they get satisfied with the healing toys? These will be the other point for this research. By searching consumers’ intrinsic cognitions, building the value structure of healing toys will promote products desire and marketing strategy in all respects.Mean-end chain is the basic theory for this study, Through soft-laddering, we survey 62 people to understand what target and value they seek.Furthermore we focus on different generations and population of different pressure to probe the difference of structure between the level and connotation of value when they are buying healing toys.
The results are:
a. We analyzed and found 11 properties, 21 outcome and 13 values.
b. The most of three important properties of product are types and structures, products symbols, and price.The most of three important outcomes are to transform emotion, to treasure and budgetary.The most of three important values are joyful, bargain and self-actualization.
c. The properties of common respect types and structures, products symbols, materials and price. A respecting the results to transfer thinking, treasure what they have, pleasing to both the eye and the mind and fit in with the budget. The ultimate value of comsuption is to bring kinds of feelings with joyful, bargaining at any price, comfort and spirit bailment for different generations.
d. Different stress group all respect the types, products symbols, materials and values. A respecting the results to transfer thinking, treasure what they have and fit in with the budget. The value is joy, a bargain at any price, self-fulfillment and a sense of security.
After explaining the study contribution in the article ending, I bring up three management meanings of healing toys consumption. I also have four suggestions about future study
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