With rapid change in social and economic surroundings in Taiwan, consumption behavior of Taiwanese changes gradually. College students maybe are the group that changes their behaviors significantly in this environment. They start to emphasize their ¡§personal style.¡¨ For most young people, purchasing is not only related to their needs, but also related to brands, design, and package. Therefore, how to combine ¡§arts¡¨ and ¡§brand¡¨ in order to attract young people¡¦s attention and satisfy their tastes is a key factor for enterprises in the future.
After all, what interesting results will be generated if a product is included both ¡§art work¡¨ and ¡§a terrific brand¡¨? Will young people become the major consumers for those commodities? Are their consumer behaviors different from other groups? And what factors motive them to buy those products? These questions are discussed in this study. The purposes of this research are as follows: to understand young people¡¦s consumer behavior on commodities which are combination of art work and a brand; to understand what factors encourage young people to buy the product; and to make sure the acceptance of these communities in the market.
Survey research was chosen as methodology in this research. The target population was college and graduate students in Taipei. Drop-off survey was major method for collecting data. Three hundred ninety-seven samples were sent out, 302 samples were returned, and 291 were valid. The valid response rate was 96.36%. According to the result, the acceptable degree in the market for these commodities was high. Clothing/Accessory, 3C, and sport products were the primary choices of young people. When college students purchased these commodities, they thought uniqueness and artistry were most important, and prices as well as quality were second important. Regarding to sales promotion, young people preferred discount and limit edition. Reasons for buying these commodities were to please themselves and enjoy the design. Most young people would buy these commodities because of their brands; however they also cared about the impression and style of artists.Generally speaking, young people showed positive attitudes and sound impressions for the corporation between artists and brands.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0206107-230149 |
| Date | 06 February 2007 |
| Creators | Chen, Pei-Hsuan |
| Contributors | Shang-ying Chen, Ming-rea Kao, Hong-hui Iv |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0206107-230149 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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