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1、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,theInternetCaféwillbecomeanewtypeofse
2、rvicebycombiningtheInternettraditionalcoffeeshops.AsaresultofthepopularityoftheInternetandtheInternetCaféatthepresenttime,TaiwanisreallyanewanddevelopingmarketfullofcommercialchancestotheInternetCaféexecutives.WebelievethatitisinthefuturethattherewillbemoreandmoreInternetbusinessessuchasInternetBe
3、erHouse,InternetPubs,andsoon.Atthattime,eachInternetCaféexecutiveshastodrawupalong-termplantowinthecompetingInternetmarket.Therefore,itishopedthatthefindingsofthisstudywillprovideInternetCaféexecutivesaproperguidanceandserveastheirmarketingstrategies.Thosefindingsareasfollows.1.MostInternetCafécon
4、sumers’agesrangefrom15to30yearsold.Theyaremostlysingle.Theyarechieflystudents.Andtheireducationlevelsaremainlyabovetheseniorhighschool.2.MostconsumersoftengotothefixedInternetCafétoconsumeandtheyoftengotoInternetCaféaloneorintwo.TheConsumingisoftenafternoonoreveningandtheconsumingdemandvarieswidel
5、ybetweenthepeakhourandnon-peakhour.Besides,consumersthinkthepriceattributetobeveryimportantbutaredissatisfiedwithit.3.WhenconsumersgotoInternetCafé,Theyoftenhavetwoprimarymotives.Oneiskillingleisuretimeandrelaxation,andtheotherisusingInternetCafécomputerperipheralequipmentandservicetohandlebusines
6、s.1.Consumerslayemphasisupontheconsumingprice,thecomputer,Internet,andperipheralfacilities,andtheconvenienttransportation,buttheydissatisfiedwiththeseevaluativecriteria.2.Consumerslayemphasisupontheaccessoryfacilitiesincludingthearound-the-rockservice,thetransactionsofcomputerbooksandfacilities,an
7、dtheprovisionofthecomputereducationcourses.Besides,mostconsumersassumeapositiveattitudetowardtheadditionalactivitiessponsoredbytheInternetCafé.重點標題和內容IV.DATAANALYSISANDINTERPRETATION1.BasicAnalysisThebasicanalyse
