應用聯合分析法於台灣DVD出租消費者偏好之研究

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Title:	應用聯合分析法於台灣DVD出租消費者偏好之研究
Authors:	林永為
Contributors:	國際企業管理研究所
Keywords:	聯合分析法消費者生活型態涉入程度 conjoint analysis consumer life-styles involvement
Date:	2006
Issue Date:	2014-09-09 13:38:23 (UTC+8)
Abstract:	本研究利用聯合分析法來找尋出不同消費者所偏好的DVD偏好產品組合，另外利用涉入程度以及消費者生活型態來區隔不同的消費者，最後在不同區隔上加以適當的描述，最後研擬行銷策略，以助於DVD影片出租業者制定適合產品組合，滿足消費者之需求。本論文選定四個屬性進行分析，分別是DVD影片出服務的入會、價格、出租地點、以及出租的情境。每個屬性均設定四種不同的水準，以聯合分析法進行受測者偏好結構的探究，並依此作為替受測者進行分群之根據。結果本研究發現，第一群受測者對於入會費、DVD出租價格以及DVD使用情境上都不太在意，只在意出租店家的地點。第二群受測者在意的是入會費、DVD出租價格以及DVD使用情境，而不在意的是出租的地點。第三群的受測者在意的是入會費、DVD出租價格以及DVD出租地點，而對於DVD使用情境則不在意。第四群的受測者在意的是入會費、出租價格、使用的情境，對於出租地點不在意。第五群的受測者在意的是入會費、DVD出租價格以及DVD出租地點，而對於DVD使用情境則不在意。 This research will find out the consumer DVD preference in different groups by using conjoint analysis, and using involvement and consumer life-styles to separate dif-ferent consumer groups. In the last session, we will suggest marking strategy for differ-ent consumer to help DVD shops develop suitable product to satisfy consumer. This essay analyze in four specific properties, there are DVD membership cost, prices, location and situation. Every property have different standard, by using conjoint analysis to know consumer preference. We found group one doesn’t care membership cost, price and situation., they only care location. Group two care about membership cost, price and situation, . Group three care about membership cost, price and location. Group four care about membership cost, price and situation. Group five care about membership cost, price and location.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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