| Summary: | 碩士 === 元智大學 === 管理研究所 === 91 === The Connection Between Living Style and Media Material Selection — A study conducted on habitant in Shanghai City
TV, newspaper, radio, magazine, and Internet web page are the major medias in our daily life. This research mainly focuses on the connection between media material selection and customer’s living style, conducted on habitants in Shanghai, the fastest developing city in Mainland China, that has been experiencing rapid transition resulted from economical growth in the past decade.
This research basically adopts questionnaire survey by random sampling of 500 interviewed persons whose living styles, in the research, are generally classified into four major types; (1). Peacock who likes showing off, (2). Dog who follows masters, (3). Donkey who acts in his own way, and (4). Bee that is sensible to changes on prices. Thru analysis, media material selection indeed varies significantly among four types of users. For example, on TV program, peacock likes literatures & arts, while dog likes sport programs best. It also reveals that readers of newspaper also vary significantly among living style, age, and gender.
With above findings this research provides a general picture of consumer living style, and major demographic characteristics towards different types of media material, which can serve as valuable reference for media owners in developing their business effectively and efficiently.
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