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E88088
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國人人格特質區隔之分析研究:以LOV與VALS2為建構基礎
A Segmentation Study of Personality Characteristics in Taiwan-based on LOV and VALS2
1.葉明義
1.Ming-yih Yeh
1.國立臺灣科技大學企業管理系
1.Department of Business Administration, National Taiwan University of Science and Technology
001,002,003,004
1.國立臺灣科技大學企業管理系
1.Department of Business Administration, National Taiwan University of Science and Technology
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1998-08-01
A.14 計畫執行期間(訖):1999-07-31
1999-04-191999-04-26
A.16 收到日期:1999-10-11
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台灣地區全體國民

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1073


1073
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01
C.2 聯絡日期:1999-10-16
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1.國立臺灣科技大學企業管理系
1.Department of Business Administration, National Taiwan University of Science and Technology
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C.7 資料公開日期:2001-08-01
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1.LOV
2.VALS2
3.人格特質
4.市場區隔
1.LOV
2.Market Segmentation
3.Personality Characteristics
4.VALS2
LOV 與VALS2係使用「人格特質」變數區隔市場的二項分析方法。本研究採用此二項分析方法的變數,並輔以生活型態變數以及人口統計變數,來分析國人人格特質 的區隔方式。在全省23 個縣市共7696個村里中,隨機抽取50個村里,再依村里人口數的大小抽樣,以人員面訪方式,共完成問卷1073份。研究結果顯示,以集群分析法分類國人 的人格特質,以八群最為恰當。此八項分類分別為「宗教懷疑者」(18.6%)、「冷淡者」(7.9%)、「追求刺激者」(18.8%)、「自我追求者」 (6.8%)、「實做者」(11.4%)、「聚焦者」(16.0%)、「退縮者」(12.3%)及「平實者」(8.3%)。這八種類型除了提供研究人員瞭 解各個類型的人格特質,作為行銷區隔變數之參考外,也可以進一步與國外文獻的分類作比較,深入瞭解國人的人格特質。對於制訂市場區隔、行銷策略等行銷要務 以及國家的整體民生政策都將有很大的幫助。

Marketers have usually used personality variables on LOV and VALS2 to segment markets. This study used these two sets of personality variables along with lifestyle variables and demographic variables to examine personality segmentation method in Taiwan. Out of the 7696 villages or sub-wards of all 23 cities or counties in Taiwan, 50 villages or sub-wards were randomly selected. Proportional to the population sizes of these villages or sub-wards, respondents were randomly chosen. A total of 1073 valid questionnaires were obtained through personal interviewing. After investigation, the personality characteristics of our countrymen are classified into eight groups: Religious Skeptics (18.6%), Indifferentism (7.9%), Thrill-lovers (18.8%), Self-pursuers (6.8%), Makers (11.4%), Attention-getters (16.0%), Retreaters (12.3%) and Ordinary people (8.3%). Through the understanding of the characteristics, the eight types can be used as a base for market segmentation. Furthermore, they can be compared to other countries\' classification. The results are helpful to setting up market segmentation, marketing strategy and national livelihood policies altogether.

D.16 完成檢誤日期:2000-06-14
D.17 預定釋出日期:2001-08-01
D.18 初次釋出日期:2001-08-01
D.19_1 最新版釋出日期:2001-08-01
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10.6141/TW-SRDA-E88088-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E88088
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