| 摘要: | 隨著資訊科技發展不斷突飛猛進，各種數位影像3C產品相繼問世，使得傳統相片沖印產業呈現衰退的趨勢。在講求客製化的現代，能為消費者量身訂作，並具有個人獨特風格的相片書，為相片沖印產業帶來轉機。本研究旨在探討不同人口統計與生活型態消費者在相片書消費行為上之關聯性，並依據研究結果提出建議，以供相片沖印業者在擬訂行銷策略與方向時之參考。 本研究採立意取樣問卷調查法，並以自編之「相片書消費者生活型態與消費行為問卷」作為資料蒐集的工具。施測研究對象之母體為嘉義高毅數位影像沖印公司五家分店中，具有實際購買相片書經驗之顧客，共發出問卷500份問卷，回收有效問卷417份，有效問卷回收率為92.26%。根據消費者問卷填答結果，以描述性統計、因素分析、信度分析、卡方檢定、t考驗、單因子變異分析、雪費多重比較分析等統計方法實施檢定分析。 研究結果發現，相片書消費者主要集中在女性、年齡「31~40歲」、「專科或大學」程度、從事「軍公教」、個人月收入「20001~40000元」、「已婚有小孩」及居住在嘉義市佔大多數。購買動機 以「具有紀念收藏的價值」居多；資訊來源以「親朋好友的推薦」為多數；以「相片書的印刷品質」為主要評估準則；購買主題以「旅遊類」居多；購買平均價位以「501~1000元」為最多；購買頻率 以「不定期」的比率最高；購買管道以「實體店面」居多。而購後行為中，購後滿意度以「滿意」的比率最高；再購意願部分與推薦意願皆以 「願意」居多。綜合研究結果顯示：1. 除了居住地外，不同性別、年齡、婚姻狀況、教育程度、職業、個人月收入的消費者在生活型態上呈現部份顯著差異。2. 除了性別與居住地外，不同年齡、婚姻狀況、教育程度、職業、個人月收入的消費者在相片書消費行為上呈現部份顯著差異。3. 除了在推薦意願上，不同生活型態的消費者在相片書消費行為上呈現部份顯著差異。
Due to continuously rapid development of information technology and successionally launched various digital image 3C products, the traditional photofinishing industry has shown a reccession and declining trend in the future. In the era of emphasising customization and specilization, a photo book tailored for each customer provides a possible turning point for the photofinishing company. The purpose of this study is not only to investigate on the relationships of consumer behavior between the different demographic statistics and lifestyle of costomers on photo book but also to provide suggestions of marketing strategies and guidelines for the photofinishing company based on results of the research. The purposive sampling and self-questionnaire “Consumers' lifestyles and behavior of photo book” were been used as sampling method and data gathering instrument for the study. The population of study are those customers who had experiences to purchase photo books at the five branches of Gao-Yi Digital Image Printing Company in Chiayi. A total of 417 effective questionnaires were collected out of 500 possible, for a effective response rate of 92.26 percent. Statistical methods including descriptive statistics, factor analysis, reliability analysis, chi-square test, t-test, ANOVA, Scheffe multiple comparison analysis were conducted to verify the analysis of results. Investigation results show that most of the photo book consumers are “women”, “31 to 40 years old”, “college or university degree”, “public servant”, “personal monthly income from N.T.$ 20,001 to 40,000”, “married with children”, and “living in Chiayi City.” Purchasing motivation is mostly “commemorative collection of value.” The information source is “recommended by friends and family” of the greater part. ” “Printing quality of photo books” is the major evaluation criteria; mostly purchasing theme is “travel”; and the average purchase price is from “N.T.$ 501 to 1000.” The highest ratio of purchase frequency is ”from time to time”; and the majority purchasing channel is at “physical stores.” Otherwise, among the post-purchasing behavior, the highest rate is “satisfied” of satisfaction after purchasing; the repurchasing and recommending intention is also “willingness” as the majority. Overall, conclusions of the study are as followings: First, consumers of photo books on life style show partially significant differences on gender, age, marital status, level of education, occupation, and personal monthly income except place of residence. Second, except gender and place of residence, the consumer on consumer behaviors show partially significant differneces on age, marital status, education level, occupation, and personal monthly income. Finally, except the willingness to recommend, the consumers on lifestyle show partially significant differences on consumer behavior as well. |
