The objective of this dissertation was to construct a customer-based cause-related sport marketing (CRSM) model and test the relationships among the proposed antecedents, consequences, and moderators. Three experimental studies were executed to achieve the research purpose. Study 1 aimed at examining how customers evaluate cause-related marketing (CRM) campaigns of team licensed products. A choice experiment (N=109) indicated that (a) a "social responsible" feature was the second most important attribute for choosing a baseball cap, (b) a low-fit, but familiar, CRM program was preferred to a high-fit, but unfamiliar, program, and (c) fan identification moderated the impact of sport/cause fit on students' choice of team licensed products. Study 2 investigated the impact of personality and gender on consumer attitudes toward CRSM programs. A 2 (sport/cause fit) x 2 (motivation) within subject experiment (N=86) found that (a) both sport/cause fit and motivation engaging in CRSM significantly affected consumer attitudes toward CRSM, (b) females showed more positive attitudes toward CRSM programs, and (c) Agreeableness was positively related to consumer attitudes toward CRSM but Neuroticism was negatively associated. Study 3 centered on the direct and moderating effects of fan identification and organizational identification on consumer attitudes toward CRSM programs using intercollegiate sport as a context. A two-group (high vs. low-fit CRSM messages), between subject, and post-test only experiment (N=309) denoted that (a) respondents showed more positive attitudes toward high-fit CRSM messages, (b) both fan identification and organizational identification moderated the effects of sport/cause fit on attitudes, and (c) positive attitudes increased purchase intentions on the cause-related products. To sum up, the three experimental studies support the relationships among antecedents, consequences, and moderators proposed in the customer-based causerelated sport marketing model. Theoretical and practical contributions are discussed. Finally, several limitations and future research directions are also established.

The purpose of this paper is to use the consumption models from industrialized countries to analyze China¡¦s urban and rural consumers. Consumption models will be discussed by analyzing the model framework and through empirical studies. The objective of this research is to find whether consumption models from industrialized countries are suitable for China¡¦s consumer and whether they can analyze the essential factors affecting consumer behavior in different external environments. This paper has found that: (1) Some of the essential elements of the western consumption model are not compatible with China¡¦s situation due to fundamental systemic and economic differences, although there are still some elements of the model which can still be applicable to China. (2) The government¡¦s fiduciary loan policy, reform of the social security system, degree of income stability and gauge of liquidity constraints are the main factors causing different consumer behavior in urban and rural Chinese consumers.

Abstract Objective: The purpose of this study is to investigate the associations between the different education background of young female consumers, with and without medical education, and their buying behavior in the chain cosmeceutical shop based on concept of E.K.B. model ( Engel, Blackwell and Kollatt model ) , the decision making process model ( Engel, Blackwell and Kollatt ,1993) . Design: The study was empirically tested using data collected from 365 questionnaires answered by the female consumers in big Kaohsiung area. The structural equation modeling technique was used to evaluate the causal model and confirmatory factor analysis was performed to examine the reliability and validity of the measurement model. Additionally, the linear regression was used to test the null hypothesis. Measurement: Questionnaire administered items measuring the buying behavior of young female consumers, store selection and consumer behavior, the satisfaction of chain cosmeceutical stores, the professional image of pharmacists and life style, in chain cosmeceutical stores. Results: The findings indicated that the satisfaction of chain cosmeceutical stores, the professional image of pharmacists, life style and educational background significantly affected the store selection and consumer buying behavior. Conclusion: This study provides a means to understand what factors impact on the young females¡¦ buying behavior in chain cosmeceutical stores and how this may affect their future consumption. In addition, this study reveals marketing implications relevant for chain cosmeceutical stores considering consumer segmentation of young females, and applies this customer segmentation as marketing strategy.

With Taiwan¡¦s accession to the World Trade Organization (WTO), foreign-based oil manufacturers will join, in succession, the motor oil market in Taiwan. This will definitely push further the competition for business that has been made intense by a large number of domestic manufacturers. Therefore, it will be necessary to analyze consumers¡¦ behavior in buying motor oil in order to promote and sell this product. This research examined consumers¡¦ sex, age, education, occupation, and monthly income and investigated whether differences in these factors would lead to significant differences in suggestions and perception, in methods of collecting information and the degree of involvement in the evaluation of plans, and in post-purchase satisfaction and loyalty of reference groups related with motor oil products and prices under different situations. Drivers of small cars registered with Kaohsiung County and Kaohsiung City were, based on convenient sampling, taken as the subjects that received questionnaire survey. The collected data underwent statistical procedures and analysis, and conclusions and suggestions were drawn and put up to be adopted by concerned enterprises to maintain their market shares and even enhance their competitive edge. The research has obtained findings and offered suggestions that follow: ¤@¡BFindings: ¡]¤@¡^¡BFemales are more likely than their male counterparts to purchase products at bargain prices, and when they are satisfied with the quality of a motor oil product, they are more likely to purchase the same product in the future. ¡]¤G¡^¡BConsumers younger than 30 are more likely to purchase products at bargain prices and more heavily influenced by price suggestions offered by others. ¡]¤T¡^¡BConsumers with college or graduate education are more heavily susceptible to positive remarks than to negative remarks. These consumers consider products to be better in quality if their manufacturers provide better product information. They are more likely to buy motor oil products that have been advertised and promoted in humorous term ¡]¥|¡^¡B Consumers that are engaged in manufacturing have better chance to purchase products at bargain prices. They are more likely to purchase the products that they have used and felt good about the quality and price. On the other hand, if they are not satisfied in these two areas, they will be very likely to switch to other products. ¡]¤­¡^¡BIn purchasing a motor oil product at bargain prices, consumers with low income are more concerned about the evaluation of this product after using it. ¤G¡BSuggestions: ¡]¤@¡^¡BOil manufacturers should enhance their R & D capability, increase the popularity of their products, appeal to customers in humorous ways, and pack products properly and offer them at competitive prices. ¡]¤G¡^¡BOffer various sources of information about products to which consumers have easy access, and gain consumers¡¦ satisfaction with product quality and price so as to win their loyalty.

Abstract Since popular music spread from the Western in early time, its development has changed steadily with social and economic environment. For the influences of globalization, the structure of record industry faces the dramatic challenge, which push to adjust their local market strategy. Under this situation, most record corporations construct the ¡§star system¡¨, which is focused on formulating the singers¡¦ tastes, personalities, and their life styles, to reduce the risk of market uncertainty. At present, there are seldom related researches about the relationship between consumer behaviors and image of the singer in Taiwan with. Thus, the researcher tried to explore the above attributes with qualitative method in this research. With two cases studies of popular music mix F4 and S.H.E., the findings would be the following¡G 1. The ¡§image¡¨ which the record corporations tend to impress is mostly matched with the consumer cognition. But for the consumer, the personal image of singers is more obvious than the music image. 2. Due to the highly involvement on their favorite singers, the consumer behaviors is characterized by identifying the singers¡¦ image but not imitating, searching for and collecting the information of the singers actively, and purchasing those products which they can afford. 3. The opinion and attitude of the reference group, including schoolmates, friends, relatives and parents, will have influence on consumer behavior, especially on their cognition and behavior aspects.

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The purpose of the study is to understand factors influencing consumers¡¦ decisions to buy breakfast and RTE cereals. In accordance with the research motivation and objectives, questionnaire was designed and sent to parents rearing children under the age of 18 and young adults in college and graduate school. Conclusions drawn from the study includes the implications for management practice and recommendations made for the policy makers and managers of Kellogg Taiwan. The study investigates the determinants of breakfast-buying decision and turns out that health, mood, and sensory appeal are rated more important than price, weight control, and familiarity. Then the questionnaires are used to find out key factors that motivate consumers to adopt RTE cereal or to reject it as a breakfast alternative. The research results show that health and convenience aspects are emphasized by users, while taste and lack of variety are major causes of rejection. Furthermore, through the ANOVA test by SPSS software, respondents from Taipei area show more favor to RTE cereal than those from Middle and South of Taiwan. The research results also indicate that Kellogg has been successful in gaining publicity, whereas the publicity does not generate the same magnitude of favorability and desirability. Based on the research findings, the possible managerial implications were proposed to Kellogg including inventing new products that can be consumed in hot milk, placing more emphasis on public relations, converting low-involvement breakfast purchase into a high-involvement one, etc.

Due to the improvement of the living standard and economic situation of consumers in Taiwan, the consumption of cosmetics and skincare products has been popularized and the market scale is keep expanding. Among all kinds of cosmetics and skincare products in different channels, the self-selective ones play an important role in the industry. There are many chain stores sell self-selective cosmetics and skincare products, but only Watsons tend to draw consumers¡¦ attention with its eye-catching marketing strategy in many aspects. Thus, the study is about the marketing strategy of Watsons and the discussion is mainly about the relationship between marketing strategy, consumers¡¦ characteristic and shopping motive. In order to dig deeper from this case study of Watsons, the analysis is performed both in statistics and case interview. The result shows that age is appropriate for consumer segmentation. And among all marketing strategy variables, the purchasing convenience and the commodity factor is closely related to the purchasing behavior directly or not, while the importance of customer service can barely shift the consumers¡¦ shopping motive or the purchasing behavior.

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ABSTRACT Paper name¡GThe Relations between Consumer Socialization and Consumer Behavior in Grade 5-6 Students of Primary School The school¡]courtyard¡^the group leaves¡GNational Sun Yat-sen University, Institute of China and Asia -Pacific Studies Student¡GChien Hung-hsu Instructs professor¡GDr. Weng Jai-hsi In earlier days, Taiwan was an agricultural society and economic conditions of general families were rather poor. It was after the take-off of Taiwan economy that it brought progress and prosperity to Taiwan society and upgrading of living standard to families. These of course resulted in increase of consumption capacity as well as drop in age of consumers and increase of frequency of consumption behavior. Studying the consumption behavior of children can help the understanding of development of adults¡¦ mode of consumption behavior. In this research, we adopted Questionnaire Survey and targeted at senior students of elementary school. The survey recovered 1,140 valid responses. The purpose of this research is in studying the effect of consumption behavior of senior students of elementary school with different background variables and consumption socialization. In this research, we divided consumption behaviors into Material Enjoyment, Calculated, Pulsating, Conspicuous types. Independent sample T test, ANOVA, Pearson Product / Difference Correlation and certain other statistical analysis method were employed to test the assumptions of the research. Findings of the analysis of the results of research are: a. There is significant difference in parental influence over the socialization of consumption of senior students of elementary school with different background variables, b. There is significant difference in peer influence over the socialization of consumption of senior students of elementary school with different background variables, c. There is significant difference in TV commercial influence over the socialization of consumption of senior students of elementary school with different background variables, d. There is significant difference among students of elementary school with different background variables and e. There is significant correlation between socialization of consumption and consumption behavior of senior students of elementary school. Finally, based on the result of the research, we present suggestions for reference of parents, schools and future researchers. Key words: Consumer Behavior, Consumer Socialization, Students of Primary School.