书名网路咖消费者行为之研究-大台北地区(7)(1).docx

A STUDY ON THE CONSUMER BEHAVIOR OF INTERNET ~WITH TAIPEI AS AN EXAMPLE
書名：網路咖消費者行為之研究~以大台北地區為例
作者：Chun-te Chiang(江俊德)
大綱：
More and more people use the Internet to get more information since it was introduced into Taiwan. In the future, people will acquire most information from the Internet. Consequently, the Internet Café will become a new type of service by combining the Internet traditional coffee shops.
As a result of the popularity of the Internet and the Internet Café at the present time, Taiwan is really a new and developing market full of commercial chances to the Internet Café executives. We believe that it is in the future that there will be more and more Internet businesses such as Internet Beer House, Internet Pubs, and so on. At that time, each Internet Café executives has to draw up a long-term plan to win the competing Internet market. Therefore, it is hoped that the findings of this study will provide Internet Café executives a proper guidance and serve as their marketing strategies. Those findings are as follows.
1. Most Internet Café consumers’ ages range from 15 to 30 years old. They are mostly single. They are chiefly students. And their education levels are mainly above the senior high school.
2. Most consumers often go to the fixed Internet Café to consume and they often go to Internet Café alone or in two. The Consuming is often afternoon or evening and the consuming demand varies widely between the peak hour and non-peak hour. Besides, consumers think the price attribute to be very important but are dissatisfied with it.
3. When consumers go to Internet Café, They often have two primary motives. One is killing leisure time and relaxation, and the other is using Internet Café computer peripheral equipment and service to handle business.
4. Consumers lay emphasis upon the consuming price, the computer, Internet, and peripheral facilities, and the convenient transportation, but they dissatisfied with these evaluative criteria.
5. Consumers lay emphasis upon the accessory facilities including the around-the-rock service, the transactions of computer books and facilities, and the provision of the computer education courses. Besides, most consumers assume a positive attitude toward the additional activities sponsored by the Internet Café.
重點標題和內容
IV.DATA ANALYSIS AND INTERPRETATION
1. Basic Analysis
The basic analyses of Internet Café consumers’ behavior and related characteristics about consuming frequency are summarized in table10.

The basic analyses of Internet Café consumers’ behavior and related characteristics about fixed or unfixed consuming place are summarized in table11.

The basic analyses of Internet Café consumers’ behavior and related characteristics about the number of consumers who go together are summarized in table12.

The basic analyses of Internet Café consumers’ behavior and related characteristics about object consumed are summarized in table15

The basic analyses of Internet Café consumers’ behavior and related characteristics about average expenditure per visit are summarized in table16

The basic analyses of Internet Café consumers’ behavior and related characteristics about member or nonmember are summarized in table17

The basic analyses of Internet Café consumers’ behavior and related characteristics about information source are summarized in table18

The basic analyses of Internet Café consumers’ behavior and related characteristics about the companion who goes toghter are summarized in table13

The basic analyses of Internet Café consumers’ behavior and related characteristics about consuming day and time are summarized in table14

According to the basic analysis of consumer motivations, we may know that consumers patronizing Internet Café have two primary motivations. One is “Stimulus avoidance,” such as “Kill leisure time,” “Relax,” and “Enjoy a comfortable environment.” The other is “Competence-mastery,” such as “Use Internal Café’s computer peripheral equipment,” and “Use Internet service to handle business.”
2.Cluster Analyses
All the consumers are divided into three clusters according to their consuming frequencies. The definitions of these three clusters are presented as follows.
A. Low Frequency Users: consumers who choose the first item of the first question in the questionnaire of this study. The first item is “Once over 30 days”
B. Medium Frequency Users: consumers who choose the second or the third item of the first question in the questionnaire of this study. The second item is “Once between 16 and 30 days.” And the third item is “Once between 8 and 15 days.”
C. High Frequency Users: consumers who choose the fourth or the fifth item of the first question in the questionnaire of this study. The fourth item is “Once between 4 and 7days.” And the firth item is “Once between 1 and 3 days.”
The frequencies and percentages of these three different clusters are presented table 24.

After some basic analyses, we use the chi-square test and one-way ANOVA to test whether there are some significant differences between every dimension and different consuming frequency clusters. Based on the above research hypotheses, we have eight test.
結論：
Most Internet Café consumers’ ages range from 15 to 30 years old. They are mostly single. They are chiefly students. And their education levels are mainly above the senior high school.
Most consumers often go to the fixed Internet Café to consume and they often go to Internet Café alone or in two. The Consuming is often afternoon or evening and the consuming demand varies widely between the peak hour and non-peak hour. Besides, consumers think the price attribute to be very important but are dissatisfied with it.
When consumers go to Internet Café, They often have two primary motives. One is killing leisure time and relaxation, and the other is using Internet Café computer peripheral equipment and service to handle business.
Consumers lay emphasis upon the consuming price, the computer, Internet, and peripheral facilities, and the convenient transportation, but they dissatisfied with these evaluative criteria.
Consumers lay emphasis upon the accessory facilities including the around-the-rock service, the transactions of computer books and facilities, and the provision of the computer education courses. Besides, most consumers assume a positive attitude toward the additional activities sponsored by the Internet Café.