This study aims at movie theaters in Kaohsiung to explore the relationship between marketing mix strategy and repurchase intention. single screen, miniplex, multiplex and megaplex. Our three targeted movie theaters are in the form of multiplex (holding 8 to 15 screens): Vieshow Cinemas in MegaA, Cinemark in Dream Mall and 3.Ambassdor Theatres in E-Da World. The audiences who have tickets to the three movie theaters are the researched samples. This study adopts structured questionnaires and qualitative method to analyze diverse variables. The formal questionnaire includes three sections: marketing mix strategy scale, repurchase intention scale and the consumer¡¦s basic profile. The questionnaires are made with reference to literatures and previous surveys in order to revise to conform to the purpose of the study. For the pilot study, the number of the questionnaires is 100 copies. Then, the number of the samples amounts to 1200 persons by means of convenience sampling. From survey participants, 1012 respondents were collected, and invalid ones were excluded, at the rate of recollection of 84.3%.
Two hypotheses are proposed:
1¡GDifferent customers-one variable of population- has significant impact on marketing mix strategy.
2¡GMarketing mix strategy has significant impact on repurchase intention.
The statistic tool SPSS17.0 are used for analysis of data and test of hypotheses covering multi analysis in terms of description, reliability, factor, T test, single-factor ANOVA, correlation and regression. The following are the findings:
1¡GDifferent consumers, the variable of population, significantly impact on marketing mix strategy.
2¡GMarketing mix strategy has significant impact on repurchase intention.
Our suggestions are made as follows:
1¡GDesign specific network communication for youngsters and adults.
2¡GConvey more advertisement messages on popular networks and papers toward students and employees
3¡GStrengthen the diversity, accessibility and popularity with respect to the contents of network marketing.
4¡GImplement diversified marketing mix strategy for different customers.
5¡GExtend other dimensions (e.g., customer¡¦s satisfaction) for study.
6¡GStudy more movie theaters in different areas (such as Tainan, Taichung, New Taipei City and Taipei) or non-premier theaters by expanding our scales.
7¡GCollaborate and cooperate with the authority.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0809111-011001 |
| Date | 09 August 2011 |
| Creators | Lee, Tzu-ying |
| Contributors | Hong-chin Hsiao, Wan-long Hong, Kuang-wu Koai |
| 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-0809111-011001 |
| Rights | user_define, Copyright information available at source archive |
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