大陸消費者不同生活形態對消費行為以及廣告的態度影響之研究

Abstract

本研究以北京，上海和廣州三大都市的消費者為對象，探討在中國大陸市場經濟快速發展與生活水準大幅提升的過程中所形成的不同生活形態和消費傾向。研究重點放在分析構成消費者生活形態與方式的諸種要素以及相關指標上。進而，本研究嘗試驗證追求不同生活形態的大陸消費者在消費行為，購物，對廣告認同的態度和媒介使用上是否有顯著的差異。研究結果顯示，大陸消費者已經多元化，追求明顯不同的生活方式。本研究依據三大都市的樣本，成功地建構了三種不同的生活形態：「新新型」，「時髦型」和「安定型」。同時，三種生活形態在消費行為，對廣告的意見，以及媒介使用上，差異顯著。本研究的結論是，以生活型態來劃分消費族群，嘗試市場區格勝於單純依靠傳統的人口特徵做區格的策略。

Based on a survey of probability samples drawn from three largest cities in mainland China-Beijing, Shanghai and Guangzhou, this study explores the possible formations of emerging lifestyle and pschographic orientations in the urban areas. The focus is placed on identifying factors and indicators that give shape to different lifestyles. Further, differences between respondents pursuing different lifestyles in buying behavior, shopping, and attitude toward advertising are tested. Results of this study indicate three distinctive lifestyles in mainland Chinese consumers: Generation X, modern, and traditional. The three lifestyle segments differ markedly from one another in shopping behavior, preferences for consumption of Western vs. Chinese products, views on advertising, information-seeking and media use. The three segments based on constructed lifestyles turn out to be a far more powerful segmentation scheme than traditional demographic variables in segmenting mainland Chinese consumers.