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ASTUDYONTHECONSUMERBEHAVIOROFINTERNET~WITHTAIPEIASANEXAMPLE書名：網路咖消費者行為之研究~以大台北地區為例作者：Chun-teChiang(江俊德)大綱：MoreandmorepeopleusetheInternettogetmoreinformationsinceitwasintroducedintoTaiwan.Inthefuture,peoplewillacquiremostinformationfromtheInternet.Consequently,theInternetCaféwillbecomeanewtypeofservicebycombiningtheInternettraditionalcoffeeshops.AsaresultofthepopularityoftheInternetandtheInternetCaféatthepresenttime,TaiwanisreallyanewanddevelopingmarketfullofcommercialchancestotheInternetCaféexecutives.WebelievethatitisinthefuturethattherewillbemoreandmoreInternetbusinessessuchasInternetBeerHouse,InternetPubs,andsoon.Atthattime,eachInternetCaféexecutiveshastodrawupalong-termplantowinthecompetingInternetmarket.Therefore,itishopedthatthefindingsofthisstudywillprovideInternetCaféexecutivesaproperguidanceandserveastheirmarketingstrategies.Thosefindingsareasfollows.1.MostInternetCaféconsumers’agesrangefrom15to30yearsold.Theyaremostlysingle.Theyarechieflystudents.Andtheireducationlevelsaremainlyabovetheseniorhighschool.2.MostconsumersoftengotothefixedInternetCafétoconsumeandtheyoftengotoInternetCaféaloneorintwo.TheConsumingisoftenafternoonoreveningandtheconsumingdemandvarieswidelybetweenthepeakhourandnon-peakhour.Besides,consumersthinkthepriceattributetobeveryimportantbutaredissatisfiedwithit.3.WhenconsumersgotoInternetCafé,Theyoftenhavetwoprimarymotives.Oneiskillingleisuretimeandrelaxation,andtheotherisusingInternetCafécomputerperipheralequipmentandservicetohandlebusiness.4.Consumerslayemphasisupontheconsumingprice,thecomputer,Internet,andperipheralfacilities,andtheconvenienttransportation,buttheydissatisfiedwiththeseevaluativecriteria.5.Consumerslayemphasisupontheaccessoryfacilitiesincludingthearound-the-rockservice,thetransactionsofcomputerbooksandfacilities,andtheprovisionofthecomputereducationcourses.Besides,mostconsumersassumeapositiveattitudetowardtheadditionalactivitiessponsoredbytheInternetCafé.重點標題和內容IV.DATAANALYSISANDINTERPRETATION1.BasicAnalysisThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutconsumingfrequencyaresummarizedintable10.ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutfixedorunfixedconsumingplacearesummarizedintable11.ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutthenumberofconsumerswhogotogetheraresummarizedintable12.ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutobjectconsumedaresummarizedintable15ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutaverageexpenditurepervisitaresummarizedintable16ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutmemberornonmemberaresummarizedintable17ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutinformationsourcearesummarizedintable18ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutthecompanionwhogoestoghteraresummarizedintable13ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutconsumingdayandtimearesummarizedintable14Accordingtothebasicanalysisofconsumermotivations,wemayknowthatconsumerspatronizingInternetCaféhavetwoprimarymotivations.Oneis“Stimulusavoidance,”suchas“Killleisuretime,”“...