碩士 / 元智大學 / 資訊傳播學系 / 98 / The LOHAS- an acronym for “Lifestyles of Health and Sustainability”- movement has been identified as an important part of a popular urban lifestyle trend in recent years. Many industries are now devoted to producing LOHAS style products. The Japanese MUJI chain is a prime example of the LOHAS market niche. This study explores the complex web of LOHAS niche market relationships, during the recent financial tsunami, among life styles, consumption values and purchase behavior. We hope the study’s results will serve as useful guidance for LOHAS product development and marketing promotion.
This study employs questionnaire survey to explore the relationships among life styles, consumption values and purchase behaviors of LOHAS consumers during the financial tsunami. Seven hundred consumers, selected from among loyal consumers of MUJI and the Chinatrust bank, were chosen to gather data on their purchasing behavior. For our data analysis, the researchers adopt factor analysis to examine the LOHAS consumers’ life styles and consumption values. The study hypotheses are tested by methods such as chi-square, independent sample T test, and one way ANONA analysis.
The study shows that LOHAS consumers’ purchase behaviors results from their different consumption values; and LOHAS consumers’ different life styles also influence their different purchase behaviors. Both before and after the financial tsunami, LOHAS consumers’ purchase behaviors were significantly different from typical consumers, whether in terms of purchase frequency, purchase amount, or average length of time in the store. The financial tsunami obviously played a crucial role in consumers’ purchase behaviors. It is thus all the more essential that firms competing for the LOHAS market consider factors such as consumption values, life styles, and above all market segmentation when developing their marketing plans.
| Identifer | oai:union.ndltd.org:TW/098YZU05676023 |
| Date | January 2010 |
| Creators | Ming-Hui Chien, 簡明輝 |
| Contributors | Chao-Yun Liang, 梁朝雲 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 118 |
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