(237) * 6 p>0.05 4 p<0.05 marketing Peter Drucker1973 *
(238) product price place promotionmarketing mix 4 4P Wells and Prensky, 1996; 2003; 2006; Armstrong and Kotler, 2008 2003Boone and Kurtz2005Kotler and keller 2006Armstrong and Kotler2008 customer solutioncustomer costconvenience communication 4C attitude Wells and Prensky, 1996Hawkins and Coney2003 2004 identity Weeks, 1990 2003 4 common factortucker and MacCallum1997 2002 2003 4 independent variablesdependent variables market segmentationwells and Prensky1996 Kotler and keller2006 target markets 2003
(239) Mulhern1999 Engle, Blackwell and Miniard1995 2003 5 (1)(2) (3)(4)(5) 2007 21 2003 Hawkins and Coney2003 2004 80/20 80% 20% segment Smith1956 Wells, 1975; Steenkamp and Hofstede, 2002; 2004; 2004; Bijmolt, Paas and Vermunt, 2004; 2005; John and Gyimothy, 2005; Oberecker, Riefler, and Diamantopoulos, 2008 (1) (2)(3) (4)Wells and Prensky, 1996; 2004; Boone and Kurtz, 2005; 2006; 2007
(240) (1)(2) (3) Kotler2000 American Marketing AssociationAMA Bennett, 1995 2001 4 4P2003 4P Wells and Prensky, 1996; 2003; 2006; Kotler and keller, 2006; Armstrong and Kotler, 2008 4P Kotler and keller2006 4P 4P6P 10P 4P 4 2004 李 2007 3 李 2007 (1)(2)
(241) 2003Kotler 2000 2003 6 2007 2005 2004 1H1 psychographic segmentation Armstrong and Kotler, 2008 Wells and Prensky, 19962006 2003 lifestyle 1960 Lazer1963 Lazer Plummer1974 Kotler2000 Armstrong and Kotler2008 Wells and Tigert1971activityinterestopinion 3 300 AIO 20002000
(242) 18 1999 李 2004 李 2006 2H2 1 1 2005 20 2 22 7 2006 2004 2005
(243) high involvement20032006 18 2000 18 李 5 2008 23 300 238 79.33% 24 10.08% 17 7.14% 41 197 1 1 6 1 n=197 % 78 39.59 119 60.41 21-30 53 26.90 31-40 90 45.69 41-50 40 20.30 51 14 7.11 121 61.42 76 38.58 2 1.02 34 17.26 141 71.57 20 10.15 6 3.05 83 42.13 60 30.46 4 2.03 5 2.54 8 4.06 31 15.73 3 51 25.89 3-5 93 47.21 5-7 34 17.26 7-10 12 6.09 10 7 3.55
(244) 1. KMO 0.820 Bartlett χ 2 1212.8810.000 1 4 17 1 59.53% 4 4 α 0.770.810.73 0.70 0.85 2 2 α (%) (%) 0.79 0.63 0.71 0.59 0.69 0.54 5.26 30.95 30.95 0.67 0.46 0.77 0.62 0.49 0.56 0.50 0.91 0.82 0.85 0.73 1.86 10.93 41.88 0.75 0.62 0.81 0.68 0.47 0.82 0.68 0.81 0.69 1.74 10.23 52.11 0.72 0.57 0.73 0.58 0.42 0.82 0.71 0.76 1.26 7.41 59.52 0.68 0.70 0.71 0.54 Total 0.85
(245) 2. KMO 0.677 Bartlett χ 2 853.3030.000 1 6 63.09% 6 2000 α 0.720.740.570.670.57 0.63 0.66 3 3 α (%) (%) 0.87 0.76 0.77 3.29 18.30 18.30 0.66 0.72 0.69 0.52 0.86 0.75 0.85 2.62 14.54 32.84 0.75 0.74 0.68 0.49 0.75 0.70 0.75 1.75 9.71 42.55 0.62 0.57 0.67 0.59 0.84 0.73 0.71 1.40 7.75 50.30 0.59 0.67 0.70 0.62 0.82 0.74 0.70 1.28 7.09 57.39 0.64 0.57 0.64 0.50 0.77 0.66 0.75 1.03 5.70 63.09 0.61 0.63 0.51 0.43 Total 0.66
(246) hierarchical cluster analysis 4 discriminate analysis 95.9%4261 4046 197 4 8 4 1 2 3 4 1 42 0 0 0 42 100 0 0 0 100 2 2 61 1 0 64 3.13 95.31 1.56 0 100 3 1 1 40 2 44 2.27 2.27 90.91 4.55 100 4 1 0 0 46 47 2.13 0 0 97.87 100 46 62 41 48 197 1 46 23.35% 2 62 31.47% 3 41 20.81% 4 48 24.37% 6 p<0.05 5 5 F p 1 2 3 4 1-2 1-3 1-4 2-3 2-4 3-4 2.96 3.42 4.30 3.48 46.07* 0.00 * * * * * 3.27 3.44 3.72 1.65 139.80* 0.00 * * * * 2.42 3.32 3.30 2.87 20.18* 0.00 * * * * * 2.69 2.80 3.37 3.03 13.37* 0.00 * * * * 4.13 3.32 4.27 4.40 42.33* 0.00 * * * 3.51 3.65 4.22 3.93 13.52* 0.00 * * * *p<0.05
(247) 1. SPSS for Windows 10.0 Amos 7.0 2. one-way ANOVA F Scheffe method 3. structural equation modeling SEM confirmatory factor analysis CFA 6 p>0.05 4 structural meansp>0.05 6 1 Armstrong and Kotler2008 market positioning 2006 Bonoma and Shapiro1984 Lilien and Kotler1983 2003 2004
(248) 1999 2005 3 CFA 4 6 () 3.74 1. (0.48) 3.84 2. (0.45) 3.88 1.21-30 (0.41) 3.81 2.31-40 (0.47) 3.78 3.41-50 (0.48) 3.53 4.51 (0.46) 3.78 1. (0.47) 3.83 2. (0.44) 3.57 1. (0.44) 3.78 2. (0.41) 3.80 3. (0.47) 3.84 4. (0.56) F (p ) 2.30 (0.131) NS 2.13 (0.098) NS 0.58 (0.449) NS 0.23 (0.873) NS (p ) 1.40 1.21 1.17 15.35 (0.17) 47.32 (0.17) 12.91 (0.30) RMSE A IFI TLI PNFI CN 0.05 0.97 0.96 0.82 250 0.03 0.92 0.96 1.09 258 0.03 0.99 0.98 0.83 375 - - - - - - -
(249) 1. 2. 3. 4. 5. 6. 7. 1.3 2.3-5 3.5-7 4.7-10 5.10 () 3.86 (0.47) 3.78 (0.46) 3.76 (0.40) 4.11 (0.39) 3.72 (0.60) 3.90 (0.58) 3.87 (0.55) 3.87 (0.43) 3.80 (0.45) 3.75 (0.50) 3.71 (0.58) 3.76 (0.57) F (p ) 0.61 (0.720) NS 0.51 (0.729) NS (p ) RMSE A IFI TLI PNFI CN - - - - - - - 1.39 73.89 (0.03) NS p p>0.05 0.05 0.93 0.92 1.03 222 CFA 7 6 3 CFA 73.89 p= 0.03<0.05 2007 3 1.39<1.96
(250) 7 CMIN/DF 1.96 p p 0.05 RMSEA 0.08 IFI 0.90 TLI 0.90 PNFI 0.50 HOELTER 0.05 200 2007 p<0.05 3 3 p>0.05 4 2.07>1.96 8 4 2 Wells and Prensky, 1996 2004 2003 2006 2004 2000 3 3
(251) 2 *p<0.05 8 () 1. 3.72 (0.41) 2. 3.69 (0.44) 3. 4.08 (0.47) 4. 3.78 (0.45) F (p ) 7.51* (0.000) 3>1 3>2 3>4 p<0.05 RMSEA (p ) IFI TLI PNFI CN 2.07 80.88 (0.00) 0.08 0.61 0.79 0.72 162 6 4 3 5 3 3 construct 4 3 multivariate analysis of variance, MANOVA 3 p<0.05p>0.05 3 3 p>0.05 9 4 p>0.05 3 3 8 CFA 2.07>1.96 080.88 p=0.00<0.05 RMSEA 0.08 IFI 0.61<0.90 TLI 0.79<0.90
(252) PNFI 0.72>0.50 CN 162<200 2007model modification 4 p<0.05 9 4 ± ± ± ± 1. 3.83 ± 0.56 4.18 ± 0.69 3.82 ± 0.55 3.04 ± 0.54 2. 3.76 ± 0.47 4.06 ± 0.62 3.72 ± 0.66 3.24 ± 0.65 3. 4.19 ± 0.54 4.40 ± 0.72 4.09 ± 0.64 3.65 ± 0.68 4. 3.90 ± 0.56 4.31 ± 0.60 3.68 ± 0.78 3.21 ± 0.65 F P 5.80*0.001 31 32 2.570.055 NS 3.46 *0.017 34 7.50 *0.000 31 32 34 *p<0.05 p<0.05 NS p p<0.05 6 4 CFA 4 3 3 3 3
(253) 1. 2. 41 20.81% 3 80% 2006 2002; Boone & Kurtz, 2005 3 41 20.81% 1. 2006 7 65-85 2. 2005 6 4 573-600 3. 李 2007 55-67 4. 李 20072007
(254) 111-123 5. 2007 Amos 6. 2006 264 15-21 7. 20002000 8. 2001 18 20-25 9. 2004 244 11-14 10. 2005 2 1 57-77 11. 2006 12. 2004 3 1 49-68 13. 1999 4 137-156 14. 2006 27 16-19 15. 2003 16. 李 2004 1 2 141-158 17. 2003 18. 2004 5 2 135-151 19. 2005 4 85-114 20. 2004/ 21 4 531-551 21. 2005 255 39-43 22. 2002 3 107-132 23. 2004 24. 2007 3 1 1-24 25. 2002 26. 2007 4 27. 2003 25 63-86 28. 李 2006 19 2 63-85 29. 2004 21 1 103-130 30. 2007Amos
(255) 31. 2000 9 2 19-28 1. Armstrong, G., and Kotler, P. (2008), Marketing: An Introduction (9nd ed.), NJ: Prentice Hall. 2. Bennett, P. D. (1995), AMA Dictionary of Marketing Terms, Chicago: American Marketing Association (2nd ed.), McGraw-Hill. 3. Bijmolt, T. H. A., Paas. L. J., and Vermunt, J. K. (2004), Country and Consumer Seg-mentation: Multi-level Latent Class Analysis of Financial Product Ownership, International Journal of Research in Marketing, 21(4): 323-340. 4. Boone, L. E., and Kurtz, D. L. (2005), Contemporary Marketing, MA: South-Western College Publications. 5. Bonoma, V. T., and Shapiro, P. B. (1984), Segmenting the Industrial Market, Lexington Books. 6. Drucker, p.(1973), Management: Tasks, Responsibilities, Practices, New York: Harper and Row. 7. Engle, J. F., Blackwell, R. D., and Miniard, P. W. (1995), Consumer Behavior (8nd ed.), Orlando Florida, Dryden Press, 448-460. 8. Hawkins, D. I., and Coney, K. A. (2003), Consumer Behavior: Building Marketing Stra-tegy (10nd ed.), NY: Mcgraw-Hill College. 9. John, N., and Gyimothy, S. (2005), Market Segmentation and the Prediction of Tourist Behavior: The Case of Born Holm, Denmark, Journal of Travel Research, 43(3): 277-293. 10. Kotler, P. (2000), Marketing Management: Analysis, Planning, Implementation, and Control (10nd ed.), Pearson Canada. 11. Kotler, P., and Keller, K. L. (2006), Marketing Management (12nd ed.), NJ: Prentice Hall. 12. Lazer, W. (1963), Life-style Concepts and Marketing, Toward Scientific Marketing, in Stephen Greyserm Ed, 140-151. 13. Lilien, G. L., and Kotler, P. (1983), Marketing Decision Making: A Model-building Approach, Harpercollins College Div. 14. Mulhern, F. J. (1999), Customer Profitability Analysis: Measurement, Concentration, and Research Directions, Journal of Interactive Marketing, 13(1): 25-40. 15. Oberecker, E. M., Riefler, P., and Diamantopoulos, A. (2008), The Consumer Affinity Construct: Conceptualization, Qualitative Investigation, and Research Agenda, Journal of International Marketing, 16(3): 23-56. 16. Plummer, J. T. (1974), The Concept and Application of Life Style Segmentation, Journal of Marketing, 38(1): 33-37. 17. Smith, W. R. (1956), Product Differentiation and Market Segmentation as Alternative Marketing Strategies, Journal of Marketing, 21(3): 3-8. 18. Steenkamp, J. M., and Hofstede, F. T. (2002), International Marker Segmentation: Issues and Perspectives, International Journal of Research in Marketing, 19(3): 185-213. 19. Tucker, L. R., and MacCallum, R. C. (1997), Exploratory Factor Analysis, Retrieved April 15, 2000, from The Ohio State University, Department of Psychology Web Site: http://quantrm2.psy.ohio-state.edu/maccallum/
(256) 20. Week, J. (1990), Identity: Community Culture, Difference, London: Lawrence and Wish art. 21. Wells, W. D., and Tigert, D. J. (1971), Activities, Interests and Opinions, Journal of Advertising Research, 11(4): 27-35. 22. Wells, W. D. (1975), Psychographics: A Critical Review, Journal of Marketing Re- search, 12(1): 196-213. 23. Wells, W. D., and Prensky, D. (1996), Consumer Behavior, NY: John Wiley and Sons Inc.