The Study on Consumers'Lifestyle and Purchasing Behavior of Photo Book--A Case of Chiayi Area

• Main Authors: Li-guei Weng, 翁儷閨
• Other Authors: Lin-po Huang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/89960319930507930815

碩士 === 南華大學 === 文化創意事業管理學系 === 101 === 　　Due to continuously rapid development of information technology and successionally launched various digital image 3C products, the traditional photofinishing industry has shown a reccession and declining trend in the future. In the era of emphasising customization and specilization, a photo book tailored for each customer provides a possible turning point for the photofinishing company. The purpose of this study is not only to investigate on the relationships of consumer behavior between the different demographic statistics and lifestyle of costomers on photo book but also to provide suggestions of marketing strategies and guidelines for the photofinishing company based on results of the research. 　 　　The purposive sampling and self-questionnaire “Consumers’ lifestyles and behavior of photo book” were been used as sampling method and data gathering instrument for the study. The population of study are those customers who had experiences to purchase photo books at the five branches of Gao-Yi Digital Image Printing Company in Chiayi. A total of 417 effective questionnaires were collected out of 500 possible, for a effective response rate of 92.26 percent. Statistical methods including descriptive statistics, factor analysis, reliability analysis, chi-square test, t-test, ANOVA, Scheffe multiple comparison analysis were conducted to verify the analysis of results. 　 　　Investigation results show that most of the photo book consumers are “women”, “31 to 40 years old”, “college or university degree”, “public servant”, “personal monthly income from N.T.$ 20,001 to 40,000”, “married with children”, and “living in Chiayi City.” Purchasing motivation is mostly “commemorative collection of value.” The information source is “recommended by friends and family” of the greater part. " “Printing quality of photo books” is the major evaluation criteria; mostly purchasing theme is “travel”; and the average purchase price is from “N.T.$ 501 to 1000.” The highest ratio of purchase frequency is ”from time to time"; and the majority purchasing channel is at “physical stores.” Otherwise, among the post-purchasing behavior, the highest rate is “satisfied” of satisfaction after purchasing; the repurchasing and recommending intention is also “willingness” as the majority. Overall, conclusions of the study are as followings: First, consumers of photo books on life style show partially significant differences on gender, age, marital status, level of education, occupation, and personal monthly income except place of residence. Second, except gender and place of residence, the consumer on consumer behaviors show partially significant differneces on age, marital status, education level, occupation, and personal monthly income. Finally, except the willingness to recommend, the consumers on lifestyle show partially significant differences on consumer behavior as well.