| Summary: | 碩士 === 國立體育大學 === 休閒產業經營學系碩士班 === 98 === The purpose of study was to explore the relationship among pub consumers’ leisure needs, information sources and consumer decision-making style (CSI). The research also followed the consumer pre-purchasing behavior model to discuss the relationship between demographic variables’ leisure needs and CSI.
This study took quantitative research method, and the research used close-ended questionnaire to collect the data. The study subjects were multiple usage pub consumers in Taipei. There were 428 valid. questionaires collected, and the valid response was 81%. The researcher used independent sample descriptive statistics, t test, one-way MANOVA, and Spearman correlation to analyze the data.
The study found that the higherest respondents’ leisure need was "social"; the information source was "family and friends recommended", and most of the consumer decision-making style was "novelty-and-fashion conscious". Besides, when pub consumers’ "Intellectual" leisure need is higher, the information sources from "newspapers and magazines" and "Internet" is higher; when the pub consumers’ CSI is "novelty-and-fashion conscious", the information source of " Internet " is higher; moreover, when consumers’ leisure needs is higher in " Intellectual", then the consumers’ type tend to be “brand conscious” and " price conscious". When pub consumers’ "social" leisure need is higher, most of the consumers’ types tend to be "brand conscious" and "novelty-and-fashion conscious"; when consumers’ "competency" leisure needs is higher, the consumers’ CSI type are more in "quality conscious" and "novelty-and-fashion conscious"; however, when consumers’ leisure needs is "stimulus", consumers’ type of "quality conscious", "brand loyalty" and "novelty-and-fashion conscious" tend to be lower.
According to the study results, the researcher suggests the pub manager may develop marketing programs that designing social activities with promotion to meet major consumers’ needs; providing multiple information advertisements and exposure programs; cooperating with fashion products to increase the consumption desire.
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