Consumer Behaviors of Wedding Products Purchasing in Taoyuan

• Main Authors: Chiang Pei Chi, 江珮綺
• Other Authors: Chu Wen-Tseng
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/95549814518262112806

碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 98 === The consumer behavior of wedding products advance with time. Thus, there were two purposes in this study: first, to analysis the demography, value, and life-style for wedding product consumers in Taoyuan. Second, this research discussed the difference between demography, value, life-style, and consumer behaviors. This study used questionnaires as the instrument, and the statistical methodology, such as descriptive statistic, factor analysis, cluster analysis, chi square test, t-test, one-way ANOVA, and Scheffe’s post-hoc. The major findings were as followings: 1. Most consumers in Taoyuan wedding products were between 26-35 years old. 2. Internet is the main stream for consumer to get the information about bridal stylists, wedding photographers, and decoration. And consumers never obtained information of bridal stylists and wedding photographers in the exhibits. 3. Consumers who purchased bridal stylist services were mainly because of its necessity, and wedding photographers were adopted because of willing to keep the memories, and the decoration was taken because of conventional customs. 4. All consumers were willing to recommend bridal stylist services to their relatives and friends. The wedding photographers were replaceable by relatives or friends. 63.9% of respondents were unwilling to recommend decoration. Based on the results, this research suggested that marketers in bridal stylist industry, wedding photographer industry and decoration industry should be exerted more efforts on consumers between age 26-35. To enhance the internet business, corporations in this industry should well organize the service catalogs they had provided, and made it easier to let more consumers find them through Internet.