碩士 / 國立交通大學 / 管理科學系所 / 106 / Mobile commerce had been on the rise massively in recent years. Most people had experience of shopping on the phone. According to Forbes article, mobile shopping app usage was the growing faster than other category apps. In 2015, shopping apps for ios and Android devices average increased by 174%. M-commerce shopping market became red ocean market obviously. M-commerce shopping market became red ocean market obviously. The research wants to understand if lifestyle can be used as the segmentation to cluster target customer.
The study adopts Engel, Blackwell and Miniard’s consumer decision model as a basis, and take AIO and H/U scale as the reference for lifestyle variable. The study collected 422 valid sample by the internet and used SPSS Statistics software to conduct data analysis, such as descriptive statistics test, independent sample t-test, chi-square test, cluster analysis, and one-way ANOVA test.
According to the result of the study, lifestyle could distinguish customer’s attitude of clothes sales promotion and purchase intention for shopping clothes effectively. The following is the conclusion of this research.
1. Mix-style customers are sensitive for a price. They tend to buy cheaper product and much love price discount activities when they are shopping.
2. Hedonic-style customers prefer augmented products. When they are shopping, they consider the long-term value of a product is the most important. Besides, they like scarcity promotions more than other style customers especially.
3. Utilitarian-style customers care about the formal attribution of products and prefer the promotion strategy of shipping free much more.
| Identifer | oai:union.ndltd.org:TW/106NCTU5457061 |
| Date | January 2018 |
| Creators | Hsu, Chi-Yuan, 許淇媛 |
| Contributors | , 陳光華, 包曉天 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 82 |
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