| Summary: | 碩士 === 淡江大學 === 管理科學研究所碩士班 === 98 === Taiwan is famous for the most delicious foods. Whether youngsters intend to start an enterprise or persons who want to switch to another line of business in middle-age, some of them may choose dining industry as their target. So it is very obvious that the position of dining industry in Taiwan is very important. When someone want to invest in an enterprise or start an enterprise, the well and suitable utilization of advertisement not only makes consumers deeply impressed, but also induces profit for this enterprise. But on the contrary, if the effect of advertisement is not well or unsuitable, it may destroys the public reputation that hard to establishes, so the consequence is very serious, and the invisible cost is very expensive. If enterprise wants to make an advertisement to touch consumers’ heart, it is important to understand consumers’ characteristics about food. But the research between dining industry and consumer characteristics is rare nowadays, so this research choose this issue as topic. Consumers use different channels to receive fine food information, whether the characteristics and traits are different between them is the topic that this research want to discuss.
According to following research motive and pass literature, this research adopts population statistic variables (including gender, age, education background, occupation and individual months of income five variables) and life style variables (including fashion tendency, positive active, price keen and self-realization four variables) and information receiving channels (including television channels, computer internet and data in writing three channels) to discuss three issues below:
1. Whether the education background makes effect to information receiving channels or not?
2. Whether the differences of consumer life styles variables make effect to information receiving channels or not?
3. Whether the differences of consumer population statistics variables make effect to information receiving channels or not?
This research uses internet to grant questionnaires and proceeding analysis by statistical software SPSS 12.0. This research reaches the following conclusions after data analyzing and comparing by retrieving 385 questionnaires:
1. The educational background of consumer makes effect to information receive ways.
2. Among life style variables, the test values are not reach the standard of conspicuously refuse. But the test value of consumers’ degree of active dynamic is near 0.05, it stands up that consumers’ degree of active dynamic makes effect to information receive ways, but it is not more conspicuous.
3. Among population statistics variables, beside of educational background are not reach the standard of conspicuously refuse. But the test values of consumers’ gender, age and individual months of income are near 0.05. it stands up that consumers’ gender, age and individual month income make effect to information receive ways, but it is not more conspicuous.
This research makes some suggestions and references about make an advertisement to people who invest in dining industry by conclusion: The boss of dining industry can according to the differences of consumers’ characteristics that prefer to receive fine food information by different channels, make differences on each channels to reaches effects that attracts consumers.
|
|---|
