1、A STUDY ON THE CONSUMER BEHAVIOR OF INTERNET WITH TAIPEI AS AN EXAMPLE書名：網(wǎng)路咖消費(fèi)者行為之研究以大臺北地區(qū)為例 作者：Chun-te Chiang（江俊德）大綱：More and more people use the Internet to get more information since it was introduced intoTaiwan. In the future, people will acquire most in formatio nfrom the In ternet.Conseque ntl

2、y, the In ternetCafe willbecomea new type of service by combining the Internet traditional coffee shops.As a result of the popularity of the Internet and the Internet Cafeat the present time, Taiwan is really a new and developing market full of commercial chances tothe Internet Cafe executives. We b

3、elieve thatit is in the future that there will be more and more Internet businesses such as Internet BeerHouse, Internet Pubs, and so on. At that time, each Internet Caf e executives has to draw up along -term plan to win the competing Internet market. Therefore, it is hoped that the findings ofthis

4、 study will provide Internet Cafe executives a proper guidance andserve as their marketing strategies. Those findings are as follows.1. Most Internet Caf e consumers ages range from 15 to 30 years old. They aremostly single. They are chiefly students.And their education levels are mainly above the s

5、enior high school.2. Most consumers often go to the fixed Internet Cafe toconsume and they often go to Internet Cafealone or in two. The Consumingis oftenafternoon or evening and the consuming demand varies widely between the peakhour and non-peak hour. Besides, consumers think the price attribute t

6、o be veryimportant butare dissatisfied with it.3. When consumers go to Internet Caf e, They often have two primary motives.One is killing leisure time and relaxation,and the other is using Internet Cafe computer peripheral equipment and service tohandle business.4. Consumers lay emphasis upon the co

7、nsuming price, thecomputer,Intern et,and peripheral facilities, and theconvenient transportation, but they dissatisfied with these evaluative criteria.5. Consumers lay emphasis upon the accessory facilitiesincludingthe around-the-rock service, the transactionsofcomputer books and facilities, and the

8、 provision of the computer educati on courses.Besides, most con sumers assume a positive attitude toward the additi onal activitiesspon sored by the In ternet Caf e.重點(diǎn)標(biāo)題和內(nèi)容IV.DATA ANALYSIS AND INTERPRETATION1.Basic An alysisThe basic analyses of Internet Caf e consumers behavior and related characte

9、risticsabout consuming frequency are summarized in table10.Con sum ing Freque ncyCon sum ing FrequencyNum)er of cu stomersPerce ntagenee betwee n 815days7634.7Total219100The basic analyses of Internet Caf e consumers behavior and related characteristicsabout fixed or un fixed consuming place are sum

10、marized in table11.fixed or un fixed con sum inq placeed or un fixed con sum ing placeNumber of cu stomersPerce ntagefixed13059.4un fixed8940.6Total219100The basic analyses of Internet Cafe consumers behavior andrelated characteristics about the number of consumers who go togetherare summarized in t

11、able12.The n umber of con sumers who go togethere n umber of con sumers who go togetherNumber of cu stomersPerce ntage2 pers ons10347Total219100The basic analyses of Internet Cafe consumers behavior andrelated characteristicsabout objectconsumed are summarized intable15Object Con sumedObject con sum

12、edNumber of cu stomersPerce ntageOnly food and dr ink7835.6Only Internet service2812.8ood ,dri nk and Internet service11351.6Total219100The basic analyses of Internet Caf e consumers beha vior and related characteristicsabout average expenditure per visit are summarized in table16|Average expe nditu

13、re per visitaverage expe nditure perNumber of cu stomersPerce ntageNT20150010949.8Total219100The basic analyses of Internet Caf e consumers behavior and related characteristicsabout member or nonm ember are summarized in table17|Member Or Nonm embermember or nonm emberN umber of cu stomersPerce ntag

14、emen ber5826.5nonm ember16173.5Total219100The basic analyses of Internet Caf e consumers behavior and related characteristicsabout in formatio n source are summarized in table18In formati on SourceIn formati on SourceNumber of cu stomersPerce ntageIn ter net Caf和alacard6027.4In ter net Cafein gboard

15、3415.5Newspaper and magaz ine2511.4Frie nd or relative6730.6BBS or In ter net2812.8Computer show52.3Total219100The basic analyses of Internet Caf e consumers behavior and related characteristicsabout the compa nion who goes toghter are summarized in table13the compa nion who goes toghterThe compa ni

16、on who goes toghterNumber of cu stomersPerce ntageAlo ne9543.4Sweetheart4821.9Frie nd2310.5Relative73.2Classmate3716.9Colleague94.1Total219100The basic analyses of Internet Caf e consumers behavior and related characteristicsabout consuming day and time are summarized in table14on sum inq day and ti

17、meN umber of cu stomersPerce ntageHoliday mor ning13509Holiday After noon7333.3Holiday ni ght3114.2Non-holiday morni ng52.3Non-holiday after noon4621Non-holiday eve ning5123.3Total219100Accord ing to the basic an alysis of con sumer motivati ons, we may know thatconsumers patronizing Internet Cafe h

18、ave two primary motivations. One is “Stimulusavoidanee, ” such as “ Kill leisure time, ”“ Relax, ” and “ Enjoy a comfortableenvironment. ” The otheris “ Compete nee mastery, ” such as “ Use Internal Caf e s computer peripheralequipment, ” and “Use Internet service to handlebusiness.2. Cluster Analys

19、esAll the consumers are divided into three clusters according to their consumingfrequencies. The definitions of these three clusters are presented as follows.A. Low Frequency Users: consumers who choose the first item of the first question inthe questionnaire of this study. The first item is“Once ov

20、er 30 days”B. Medium Frequency Users: consumers who choose the second or the third item ofthefirst question in the questionnaire of this study. Thesecond item is“Oncebetween 16 and 30 days.”And the third item is“Once between 8and 15 days.”C. High Frequency Users: consumers who choose the fourth or t

21、he fifth item of the firstquestion in the questionnaire of this study. The fourth item is“Once between 4 and7days.”And the firth item is“Once between 1 and 3 days.”The frequencies and percentages of these three differentclusters are presented table 24.Low frequency users43Medium frequency users143Hi

22、gh frequency users33Total219After some basic analyses, we use the chi-square test and one-wayANOVAto test whether there are somesignificant differences between every dimension anddifferent consuming frequency clusters. Based on the above research hypotheses, we haveeight test.Different Consuming Fre

23、quency ClustersCluster Number of consumersPercentage19.665.315.1100結(jié)論：Most Internet Caf e consumers ages range from 15 to 30 years old. They are mostlysingle. They are chiefly students. And their education levels are mainly above the seniorhigh school.Most consumers often go to the fixed Internet Cafeto consumeand they often go toInternet Cafealone or in two. The Consumingis often afternoon or evening and theconsuming demand varies widely between the peak hour and non-peak hour. Besides,consu