| Summary: | 碩士 === 元智大學 === 資訊管理學系 === 104 === Catalogs have been very popular in Taiwan for years. As the growing economy and increasing national income, the market value of catalog in Taiwan could up to 4 to 5 billions per year. Recently, with the rapid development of e-commerce and the internet, a different type of catalog, EDM (Email Direct Marketing) has risen. But still, the traditional way with paper got its own advantages to make it irreplaceable, such as preservability, readability and easy-carrying.
This study aimed to find the key factors which were related to the browsing willingness of traditional catalogs. According to literature review, we constructed the questionnaire with dimensions includes “browsing willingness of catalog”, “reading habits of catalogs”, “content preferences of catalogs” and “promotional preferences of catalogs”. Data collecting method was on-line survey. As the result of the survey, we identified the preferences for traditional catalogs for different customer’ backgrounds.
The study found that female consumers got much higher willingness to use the catalog shopping than males, and for the lifestyle survey, most of the consumers were the “fashion” type. Fiually, We recommend catalog supplier should develop a personalized catalog based on our survey results. So that could lower the cost and optimize the marketing value for the supplier.
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