APPLYING CONJOINT ANALYSIS ON WILLINGNESS TO PAY FOR PERFORM ING ARTS
袁志宏、吳淑女
E-mail: 9127944@mail.dyu.edu.tw
ABSTRACT
THIS RESEARCH EXPLAINED WHAT WILL AFFECT WILLINGNESS TO PAY FOR PRESENTING THE PERFORMING ARTS,AND HAVE APPLIED CONJOINT ANALYSIS TO MEASURE THE MOST FITNESS
PREFERENCE AND ATTRIBU -TE'S RELATIVE IMPORTANCE.BY THE WAY, WE WERE FOCUS ON CONSUMERS OF THE PERFORMING ARTS,AN -D APPLYING FULL PROFILE PROCEDURE TO GATHER DATA BY
SELF-ANSWER QUESTIONNAIRE.WE HAVE SEN -D 2,120 QUESTIONNAIRES THAT WERE DIVIDED TO MUSIC,DANCE AND DRAMA PROGRAMS DURING JANUARY AND MARCH IN THE YEAR OF
2002.NEVERTHELESS, 681 QUESTIONNAIRES WERE RETURNED FOR A 32.12% RESPOND RATE. THERE WERE REMAINING 565 RESPONDENTS (26.65%), AND 116 QUESTIONNAIRES WERE EXCLUDED.HENCE,FACTOR ANALYSIS,CLUSTER ANALYSIS, ANOVA, AND CONJOINT ANALYSIS WERE EMPOLYE -D TO COMPUTE
RESULTS. 1. LEISURE LIFESTYLE AND SEGMENTATION OF LEISURE LIFESTYLE THE CONSUMERS COULD BE DIVIDEND INTO "SPEND TIME AT HOME AND LOVE CLOSE RELATIVES ", " DEPENDING ON CLOSE
RELATIVES", "BUTTERFLY", "PASSIVE AND ALOOFNESS", "INDEPENDENTS", AND "CONTEMPORARY YUPPIES"
BY FACTOR ANALYSIS DIMENSIONS OF "THE CLOSE RELATIVES LEISU -RE", "FRIENDSHIP (SOCIAL
INTERCOURSE), FASHION AND SHOPPING LEISURE", "RELIGIOUS LEIS -URE", "SPORTS LEISURE", "COUSIN LEISURE", "HOUSEHOLD AFFAIRS LEISURE", "TV LEISURE", AND "INTERNET LEISURE" 2. ALL SAMPLES' PART-WORTH AND RELATIVE IMPORTANCE THE RESPONDENTS PREFERRING ON "WELL-KNOW", AND
"FAMILIAR WITH ACT CONTENTS".HOWEVER, "HIGH PRICE" HAS THE LOWEST PART-WORTH. IF WE TURN PART-WORTH INTO RELATIVE IMPORTAN -CE, THE CONSUMERS WOULD PAY MUCH ATTENTION TO
"RENOWN OF PERFORMING ARTS GROUP", AND PLACE LESS IMPORTANCE ON " NATIONALITY OF PERFORMING ARTS GROUP". 3. THE PART-WORTH AND RELATIVE IMPORTANCE AT DIFFERENT AREA NEITHER CONSUMER OF TAIPEI NOR TAICHUNG PREFERRING "WELL-KNOW", AND "FAMILIAR WITH ACT CONTENTS".NEVERTHELESS,THERE IS NO SIGNIFICANCE DIFFERENCE BETWEEN TAIPEI AND
TAICHUNG.ON THE RELATIVE IMPORTANCE, TWO AREAS HAVE THE SAME ORDER. THERE ARE "RENOWN OF PERFORMING ARTS GROUP", "CONTENTS OF ACTING ", AND "PRICE". 4. DIFFERENT KINDS OF
PERFORMING ARTS THERE ARE SIGNIFICANCE DIFFERENCES AT "LOCAL PERFORM -ING PLACE",
"NATIONAL PERFORMING PLACE", "TAIWAN PERFORMING GROUP", "NON-TAIWAN PERFOR -MING GROUP",
"NOT FAMILIAR WITH ACT CONTENTS", "FAMILIAR WITH ACT CONTENTS" AND "PRICE " AMONG MUSIC, DANCE AND DRAMA. IF TURNS INTO RELATIVE IMPORTANCE, BESIDE "RENOWN OF PERFORMING ARTS GROUP",CONSUMERS OF MUSIC PAY ATTENTION TO "PRICE".OTHER THAN CONSUMERS OF DANCE AND DRAMA CONSIDER IMPORTANT ABOUT "CONTENTS OF ACTING". 5. DEMOGRAPHICS EXCLUDING SEX, WILLINGNESS TO PAY COULD BE SIGNIFICANT BECAUSE OF AGE, EDU -CATION, LIFECYCLE, JOB, AND INCOME. THE LEVELS OF "WELL-KNOW" AND "FAMILIAR WITH ACT CONTENTS" ARE PREFERRED BY ALL DEMOGRAPHICS. ON THE RELATIVE IMPORTANCE, ALL KINDS OF D -EMOGRAPHICS PAY ATTENTION TO
"RENOWN OF PERFORMING ARTS GROUP", "PRICE", AND "CONTENTS OF ACTING". 6. SEGMENTATION OF LEISURE LIFESTYLE THERE ARE SIGNIFICANT DIFFERENCES AT "TAIWAN PERFORMI -NG ARTS GROUP",
"NON-TAIWAN PERFORMING ARTS GROUP". "CONTEMPORARY YUPPIES" PREFERRING "FAMILIAR WITH ACT CONTENTS". HOWEVER, THE OTHER KINDS OF SEGMENTATION OF LEISURE LIFE -STYLE ARE LIKE BETTER "WELL-KNOW".IF TURNS PART-WORTH INTO RELATIVE IMPORTANCE."INDEPE -NDENTS"
CONSIDER IMPORTANT ABOUT "RENOWN OF PERFORMING ARTS GROUP", "PRICE", AND "CONT -ENTS OF ACTING". "CONTEMPORARY YUPPIES" PAYS ATTENTION TO "CONTENTS OF ACTING", "RENO -WN OF PERFORMING ARTS GROUP", AND "PRICE".THE OTHERS PLACE IMPORTANT ON "RENOWN OF PER
-FORMING ARTS GROUP", "CONTENT OF ACTING", AND "PRICE". 7. CONJOINT SIMULATORS TO FIND THE BEST PRODUCT, EIGHT PROFILES OF DUMMY CARDS WERE SIMULA -TED MARKET SHARE."NATIONAL PERFORMING PLACE, LOW PRICE, NON-TAIWAN PERFORMER, FAMILIAR WITH ACT CONTENTS, WELL
KNOW" IS THE BEST COMBINATION."LOCAL PERFORMING PLACE,LOW PRICE, TAIWAN PERFORMER, FAMILIAR WITH ACT CONTENTS, WELL-KNOW" IS THE SECOND.
Keywords : CONJOINT ANALYSIS, PERFORMING ARTS, WILLINGNESS TO PAY Table of Contents
第一章 緒 論--P1 第一節 研究背景與動機--P1 第二節 研究目的與問題--P4 第三節 研究架構和假說彙整--P5 第四節 研究範圍與對象--P7 第五節 研究限制--P8 第二章 文獻探討--P9 第一節 表演藝術--P9 第二節 影響付費 意願因素之探討--P14 第三節 聯合分析法--P19 第四節 聯合分析相關文獻回顧--P25 第三章 研究方法--P28 第一節 研究對象、抽樣及資料收集方法--P28 第二節 研究工具--P31 第三節 表演藝術屬性之定義--P34 第四節 資料分 析方法--P37 第四章 結果與分析--P38 第一節 樣本結構--P38 第二節 休閒生活型態與消費者休閒生活型態類型分析--P40 第三節 全樣本產品屬性偏好之關係--P44 第四節 消費地區與產品屬性偏好之關係--P46 第五節 表演藝術類型與 產品屬性偏好之關係--P48 第六節 人口統計變項與產品屬性偏好之關係--P50 第七節 消費者休閒生活型態類型與產品 屬性偏好之關係--P63 第八節 聯合模擬分析--P65 第五章 討論與建議--P68 第一節 研究摘要--P68 第二節 討 論--P72 第三節 研究建議--P77 第四節 研究貢獻--P83 參考文獻--P85 一、英文部份--P85 二、中文部份--P90 附錄 一 『表演藝術產品之購票意願』調查表--P93
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