數位時代消費者的行銷媒體偏好研究：以F鞋業為例

Abstract

本研究旨在探討傳統零售業的消費者，在面臨數位與傳統行銷媒體紛至沓來時，對媒體的偏好上發生了什麼樣的差異，並根據觀察值來分析研究其內涵，以提供企業參考，俾能使其於精準行銷上做出正確的決策。隨著數位時代的來臨，接收行銷廣宣訊息的媒體管道已越來越多元，消費者閱聽訊息的模式也隨之發生了顛覆性的改變。傳統媒體諸如報紙、電視、廣播等雖曾風光一時，但在新興的數位媒體節節進逼下，也不得不面對大餅遭到分食的考驗。這樣的趨勢，驅策著零售相關業者若想要維持其競爭優勢，那麼行銷媒體運用的選擇，就需要更審慎地瞭解消費者對媒體偏好的不同之處，並搭配預算整合出最適的精準行銷。而在傳統產業中，零售鞋業即是一個既競爭又面臨科技現代化挑戰的產業，它提供的是滿足人類傳統而基本的足下需求，但產品本身的魅力以及活動面的相關訊息，卻得仰仗廣告行銷媒體的力量傳遞出去。因此，瞭解客群的好惡、找對正確的媒體，確實為當務之急。本研究以鞋品零售連鎖通路-F鞋業為個案研究對象，引用其在父親節與年終慶檔期對會員所做之問卷調查中，有關行銷媒體偏好問題的數據做統計分析。在上述兩次檔期共計6664份問卷答覆中，藉由敘述統計與卡方檢定來分析研判消費者是否確實對媒體的選擇存在不一的偏好，並進一步探討其數據背後代表的意涵。研究的結果發現，受訪者對不同的行銷媒體在偏好上確實存在顯著的差異，而加入性別、年齡層與消費地區等人口統計變數後，更能發現各變數間明確地有不同且有趣的偏好差異。故本研究獲得以下結論：(一)媒體偏好確實存在、(二)行動上網最受青睞、(三)女男有別各擁所好、(四)世代差異喜新念舊、(五)南傳北碼城鄉有差。最後，根據上述的研究結果，本研究提出了後續研究建議，盼該公司或其他學者對會員經濟與數位行銷的整合及整合行銷的應用規劃等議題，能繼續做更深入的探討研究。

The purpose of this study is to explore the differences in the preferences of consumers in the traditional retail industry in the face of the influx of digital and traditional marketing media, and analyze and study their connotations or implication based on the observations, so as to provide the company the result for decision making in mass marketing. With the advent of the digital era, media channels for receiving marketing and public messages have become more and more diversified, and the comprehensiveness of consumers reading and interpretation to messages has also undergone a substantial change. Although traditional media such as newspapers, television, radio, etc. which have been dominated in the market for decades, under the constant pressure of emerging digital media, they have to face the competition of sharing the pie and invade the market sharing. Thetrend urges if the retail-related businesses would like to maintain their competitive advantages, they must be more cautious in the utilization of marketing media needs by understanding of the differences in consumer preferences for media, and plan the budgets to deploy the most appropriate marketing in customization. In the traditional industry, the footwear retail is a business which is both competitive and facing challenging with the trend of modernization by technology. The business aims to provide the traditionally basic needs of the feet of human beings; however, the charisma of the product itself and campaign or promotion information have to highly rely on the power of advertising and marketing media to convey. Therefore, to understand the preference by the customer segmentation to find the right media is now a top priority.This research takes the shoe retail chain-F shoemart company as the case to study, cites the data are cited in the customer preference survey by questionnaire conducted on Father's Day sale and the end-of-year sale. In the 6664 questionnaire responses from the two schedules mentioned above, narrative statistics and chi-square tests are adopted to analyze and conclude whether consumers do have different preferences for media choices, and to further explore the meaning behind the data. The results of the research show that respondents do show their preferences significantly on different marketing media. After adding variables such as gender, age group, and consumption area, it presents interestedly and clearly that the variables have their owns preference in media. Herewith are the five conclusions based on this research :1. The preference to marketing media do exist 2. The most favorable media by consumer is channeled through mobile device. 3. The preferred media is different based on gender, male and female has their own appetite. 4. Different generation has different preference; young generation likes digital media and elder likes traditional media. 5. People in southern of Taiwan prefer traditional media and the northern prefer digital media, and people in cities and rural area have different preference.Ultimately, based on the research results, it recommends the subsequent follow-up that the company or other scholars can convene to in-depth research on the integration and development of membership economy and digital marketing, and the exploit of integrated marketing.