| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 104 === The specific aims of this study are: (1) Analyze the demographic variables of camping instrument consumers. (2) Investigate the purchase decision- making process of camping instrument. (3) Compare the difference of purchase decision-making process with different demographic variables. (4) Explore the correlations between variables of purchase decision-making process. A total of 308 questionnaires were collected in this study. The important results were as follows: 1. The female group had higher score on the variables of service aspect during purchase evaluation. 2. The 20-40 years old group had higher score on the variable of service satisfaction after purchase than the group of more than 40 years old. 3. The undergraduate group had higher score than the graduate group for the practical aspect and service aspect during the evaluation of purchase, and also had higher score on the servive satasfication. 4. The housekeeper group had higher score than the service industry group on the interactive collection aspect for information collection. 5. There was no difference of purchase decision -making on the income variable. 6. The married group had higher score on the practical satisfaction and service satisfaction aspects than single group. On the contrary, the single group had higher score on the media collection. 7. There was no significant difference for purchase decision making for different number of children. 8. For people who joined camping clubs, they had higher scores on service evaluation and practical satisfaction aspects than those without joining camping clubs. 9. 1-3 years of camping experience group had higher scores than the gourp of more than 4 years of camping experience on the aspects of need recognition, interactive collection, practical satisfaciton, and service satisfaction. Meanwhile, the group of less than 1-year of experience had higher scores than the gourp of more than 4 years of camping experience on the aspects of media collection, service evalution, and service satisfaction. 10. The group of camping every month had more score than the group of camping only one time in a year on the aspect of practical satisfaction after purchase. 11. Need recognition was related to interactive collection of information; Interactive collection and media collection of information were both related to practical evaluation, external evaluation, and service evaluation; practical evaluation, external evaluation, and service satisfaction were all related to practical satisfaction and service satisfaction.
|
|---|
