第1页共6页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共6页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.Oneiskillingleisuretimeand第2页共6页第1页共6页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共6页relaxation,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.第3页共6页第2页共6页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共6页ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutthenumberofconsumerswhogotogetheraresummarizedintable12.ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutobjectconsumedaresummarizedintable15ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutaverageexpenditurepervisitaresummarizedintable16ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutmemberornonmemberaresummarizedintable17ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristicsaboutinformationsourcearesummarized第4页共6页第3页共6页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第4页共6页intable18ThebasicanalysesofInternetCaféconsumers’behaviorandrelatedcharacteristics...
