THE STUDY OF SERVICE MARKETING STATEGIES AND CONSUMER PURCHASE BEHAVIOR ON MULTI-MEDIA ON DEMAND

• Main Authors: Sheng-yi Li, 李勝益
• Other Authors: Chuan-piao Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/33709850618812425603

碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 97 === 　　As the Internet and digital technology progressing rapidly, we are capable of combining the Internet with the media. Consumers consequently have variety ways of choices in communication and video conference. MOD (Multi-media on Demand), gradually catches consumers’ attention. 　 　　Nowadays, MOD service not only has to face competitors in the same business field, but also has to compete with the cable television proprietors. Under the circumstances of fierce competition, how to make marketing strategies to raise the consumers’ purchasing wills is a question highly concerned by relative businesspersons; meanwhile, this is also the main topic this research wants to focus on. 　 　　Based on the relational theories of consumer behavior, this research intends to figure out how MOD marketing strategies affects consumers’ purchasing, according to the investigation into the customers of Chunghwa Telecom Company from Kaohsiung and Tainan. The following are eight concrete results after demonstration and analysis: 1. There are more than 88% consumers indicated that bookmark location, instant-selected programs, and perfect reception of televisions, which are the featuring functions of MOD, are the main reasons that raise the consumers’ purchasing will. 2. Consumers refer to the past using experiences of others and their own when they decide whether to use MOD or not. 3. The top two marketing strategies that appeal to consumers are program increase and fine quality of the programs. 4. Random-accessed video and distance learning are most of the consumers’ main motivations to use MOD. 5. The conservative consumer group has higher preference in average to the consumer-domain product than the economical consumer group. 6. The innovative consumer group has higher preference to the economical consumer group in personal source. . 7. The innovative consumer group has better comprehension to the effect of service industrial marketing strategies than the conservative consumer group. They also has better comprehension to the influence of MOD’s innovative strategy and place strategy than the other groups. 8. The purchasing motivation for the need of information and the need of entertainment, the innovative consumer group has higher preference to the economical consumer group.