| Summary: | 碩士 === 逢甲大學 === 土地管理所 === 100 === The development of Internet services and change of people''s shopping habits have led to the prosperity of the e-commerce market including sales of travelling products and entertainment products through virtual channels. The Kiosk at convenient stores is one kind of various virtual channels. Consumers can buy travelling or entertainment products, such as transportation tickets, concert tickets, or hotel booking, directly from the Kiosk services at convenient stores.
The lifestyle is a variable which can effectively help marketers predict consumers’ purchase the products they need and then to position the products and set up market segmentations as the basis of developing products marketing strategies. Besides, attitude is also one of the important variables to predict and influence a consumer’s buying behavior. A consumer’s attitude is a sign to show if he or she would buy a product or not. The purposes of this study were to understand consumers’ lifestyle, their attitudes towards the sales of travelling and entertainment products from KIOSK at convenient stores, and the relationships between the consumers’ lifestyle and their attitudes towards the sales of travelling or entertainment products from KIOSK at convenient stores.
Consumers who ever used the KIOSK at convenient stores were selected as the respondents of this study by an online questionnaire survey. This study used convenient sampling method to collect 408 effective samples for statistical analyses. The study results showed that: (1) there were partially significant differences in consumers’ lifestyle among different basic backgrounds of the consumers who ever used the KIOSK at convenient stores; (2) there were partially significant relationships between basic backgrounds of the consumers who ever used the KIOSK at convenient stores and the consumers’ lifestyle groups; (3) there were partially significant differences in consumers’ attitudes towards the sales of travelling or entertainment products from KIOSK at convenient stores among different basic backgrounds of the consumers who ever used the KIOSK at convenient stores; (4) there were significant differences in consumers’ attitudes towards the sales of travelling or entertainment products from KIOSK at convenient stores among different buying experience of the consumers who ever used the KIOSK at convenient stores; (5) there were significant relationships between the lifestyle of consumers who ever buy the travelling or entertainment products sale from KIOSK at convenient stores and consumers’ attitudes towards the sales of travelling or entertainment products from KIOSK at convenient stores.
According to the study results, some suggestions are presented for the convenient stores’ managers and consumers, respectively. In addition, some relevant topics for the references of future studies are also presented, too.
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