A Study on the Consumer Attitudes. Towards the Top Two Players. in the KTV Industry in Taipei

Transcription

1 Consumer Attitudes 1 A Study on the Consumer Attitudes Towards the Top Two Players in the KTV Industry in Taipei 張景菘 CHANG, Hans 呂學蘭 LEU, Sally 許心怡 COTIO, Jovilyn International MBA Program College of Commerce, National Chengchi University

2 Consumer Attitudes 2 TABLE OF CONTENTS LIST OF TABLES 1 LIST OF FIGURES 1 LIST OF CHARTS 1 CHAPTER 1 INTRODUCTION 5 I. MOTIVATION OF THIS RESEARCH 5 II. RESEARCH OBJECTIVES 6 III. RESEARCH QUESTIONS 6 IV. RESEARCH HYPOTHESIS 7 CHAPTER 2 LITERATURE REVIEW 9 CHAPTER 3 RESEARCH METHODOLOGY 12 I. PROJECT FLOW 12 II. SURVEY DESIGN 12 III. DATA PROCESSING 14 CHAPTER 4 PRESENTATION OF DATA AND RESULTS 16 I. SURVEY SUCCESS RATE 16 II. IMPORTANCE 16 III. CROSS ANALYSIS 18 CHAPTER 5 CONCLUSIONS 25 I. RESEARCH FINDINGS 25 II. LIMITATIONS OF THIS RESEARCH 28 III. SUGGESTIONS FOR FURTHER RESEARCH 28

3 Consumer Attitudes 3 REFERENCES 29 APPENDIX 1 WEB FORUM RESULTS 1 APPENDIX 2 SURVEY QUESTIONNAIRE 11 APPENDIX 3 MAP OF CURRENT MARKET 13

4 Consumer Attitudes 4 LIST OF TABLES TABLE 1 The Business Status of Holiday and Cashbox 10 TABLE 2 Comparative Chart on the Ranking of Identified Attributes 17 TABLE 3 Benchmarking Perceived Performance of Top 2 KTV Providers Against the Standard 26 LIST OF FIGURES FIGURE 1 Process Flow Diagram 13 FIGURE 2 Survey Success Rate 16 LIST OF CHARTS CHART 1 Perceived Positioning (Affordability and Song Selection & Sound System) 19 CHART 2 Perceived Positioning (Affordability and Sanitation) 20 CHART 3 Perceived Positioning (Affordability and Customer Service) 21 CHART 4 Perceived Positioning (Song Selection & Sound System and Sanitation) 22 CHART 5 Perceived Positioning (Song Selection & Sound System and Customer Service) 23 CHART 6 Perceived Positioning (Sanitation and Customer Service) 24 CHART 7 Attribute Importance and Customers Perception of Top 2 KTV Providers 25

5 Consumer Attitudes 5 CHAPTER 1 INTRODUCTION I. Motivation of this Research In initially defining the broad problem area, the group s interest in the KTV industry and various authors articles on the topic helped in deciding the main topic of research. The concept of KTV finds its roots in Karaoke, a leisure activity prevalent in contemporary Japanese culture, which was passed on to the Taiwanese people during the period when Japan governed over Taiwan. What began as Nakasi, also known as a small musical band with professional artists entertaining guests in the restaurants in the 1970s, slowly evolved into a participative leisure activity known as Karaoke in the 1980s. Karaoke allows an individual to sing popular songs and perform in restaurants through the help of an electronic machine that provides studio effects to the singer s voice. This slowly became outdated after the introduction of the KTV in the 1990s. The combination of an enhanced singing experience, the viewing of music videos inspired by the concept introduced by Music Television (MTV) and the privacy given by a dedicated space for a group of customers has brought KTV to the forefront of leisure activities in Taiwan. The development of the industry from one with numerous players to that of a near duopoly in the late 1990s caught the curiosity of the researchers. While the researchers were initially interested in the market segmentation and brand positioning strategies applied in the KTV industry, they have been guided by the literature and their professor in pinpointing a focus, which they decided would be a study on brand positioning based on consumer attitudes towards the top two KTV providers in Taipei.

6 Consumer Attitudes 6 II. Research Objectives This research intends to identify the key attributes considered by customers in selecting the KTV provider to visit, how consumers perceive the top two KTV providers in Taipei in terms of these attributes, and analyze the attributes that KTV providers will need to improve on to retain their position in the leisure industry. The following are the objectives for this research: 1. To assess the level of importance customers give to various attributes that comprise the KTV experience in Taipei. 2. To identify the significant attributes that affect a customer s decision to frequent a KTV provider. 3. To identify the consumers perception of brand positioning by the top two KTV providers based on the top attributes previously identified as important. 4. To identify the top two attributes that the top two KTV providers need to work on to improve customer perception towards them. III. Research Questions In line with the objectives stated in the previous section, this research attempts to answer the following research questions: 1. What are the top factors considered by KTV users in Taipei? a. Is song selection and sound system a top factor considered by KTV users in Taipei? b. Is food choice a top factor considered by KTV users in Taipei? c. Is quality of service a top factor considered by KTV users in Taipei?

7 Consumer Attitudes 7 d. Is interior design a top factor considered by KTV users in Taipei? e. Is sanitation a top factor considered by KTV users in Taipei? f. Is affordability a top factor considered by KTV users in Taipei? g. Is accessibility a top factor considered by KTV users in Taipei? h. Is promotion/loyalty program a top factor considered by KTV users in Taipei? 2. What are the significant factors that affect a customer s decision to frequent a KTV provider? 3. Using a cross section of two factors, how to KTV users perceive the brand positioning of the top two KTV providers? 4. What are the top two factors that each of the top two KTV providers need to improve on? IV. Research Hypothesis In line with the research questions stated in the previous section, the research hypotheses to be tested are: 1. H 0: Song selection and sound system is a top factor considered by KTV users in Taipei. H 1: Song selection and sound system is not a top factor considered by KTV users in Taipei. 2. H 0: Food choice is a top factor considered by KTV users in Taipei. H 1 : Food choice is not a top factor considered by KTV users in Taipei. 3. H 0: Quality of service is a top factor considered by KTV users in Taipei. H 1 : Quality of service is not a top factor considered by KTV users in Taipei.

8 Consumer Attitudes 8 4. H 0: Interior design is a top factor considered by KTV users in Taipei. H 1 : Interior design is not a top factor considered by KTV users in Taipei. 5. H 0: Sanitation is not a top factor considered by KTV users in Taipei. H 1 : Sanitation is a top factor considered by KTV users in Taipei. 6. H 0: Affordability is a top factor considered by KTV users in Taipei. H 1 : Affordability is not a top factor considered by KTV users in Taipei. 7. H 0: Accessibility is not a top factor considered by KTV users in Taipei. H 1 : Accessibility is a top factor considered by KTV users in Taipei. 8. H 0: Promotion/loyalty program is not a top factor considered by KTV users in Taipei. H 1 : Promotion/loyalty program is a top factor considered by KTV users in Taipei.

9 Consumer Attitudes 9 CHAPTER 2 LITERATURE REVIEW Given the nature of the KTV industry, related literature found by the researchers are mostly written in the Chinese language. The KTV is a constituted, special urban leisure space and fully developed in Taiwan, but the original concept came from Japan. Japanese governed Taiwan over 50 years ( ). Research by Wang (1999) indicated that one of the greater contributors to the growth of the KTV industry in the leisure industry in Taiwan was the poor environment given by outdoor activities, however, the customers that frequent KTV facilities are mostly urban wage laborers and students who have limited budget leading the researchers to the status quo assumption that affordability would be an important consideration for customers when they are deciding on a leisure activity to engage in. In the research by Lee (1993), good food is one of the factors considered when people choose KTV providers. This was therefore translated into a status quo hypothesis in this study. According to Iacobucci, Ostrom & Grayson (1995), a pleasant physical environment had a greater impact on satisfaction while the expertise of personnel service does so for quality. As both are attributes identified by the researchers for this study, the review has resulted in an assumption that they are, in fact, important factors for consumers. The researchers also inferred from Iacobucci et al. (1995) that accessibility and promotions are secondary factors that serve to enhance overall satisfaction but are not primary drivers of decisions. According to Fishbein (1973), our attitude towards an object (e.g. a product or a brand) is predicated upon what we consider to be an appropriate range of beliefs about that object and how we evaluate these (as cited in Evans, Jamal & Foxall, 2006, pp ). It is due to this that

10 Consumer Attitudes 10 the researchers found Fishbein s multi-attribute model to be a perfect fit for the purposes of this study. Apart from allowing the researchers to obtain information on the importance given by KTV customers on the identified attributes classified further under the four P s of Marketing, the model is also designed such that customers attitudes towards the top two KTV providers in Taipei can be measured. Hsu (2002) reported the business status of Holiday and Cashbox. Table 1 depicts these data and we find that despite having more than twice the capital and more than thrice the number of stores as Cashbox, Holiday generates less revenues and while having a higher gross margin rate and net profits, delivers lower return on equity to shareholders. Table 1 The Business Status of Holiday and Cashbox Figures in NTD Holiday Cashbox Capital (million) 1, Revenue (million) 2,150 2,260 Net Income (million) EPS Stores Rooms Music copyright fees (million) Gross margin rate ROE Business Approach 1. Price competitiveness 2. Integration of related businesses (food, music copyright, etc.) 3. Enhanced capability of financial activity 1. Higher revenue from individual stores 2. Variety of customers Source: Hsu, C. H. (2002)

11 Consumer Attitudes 11 These may already be indications of the primary focus of both companies, Cashbox being the premium brand that delivers high cost products and services while Holiday represents a price competitive brand that is able to save on operating costs.

12 Consumer Attitudes 12 CHAPTER 3 RESEARCH METHODOLOGY This chapter will: (1) illustrate the research scope and direction applied by the researchers, (2) enumerate the methods used in gathering data, (3) describe the concepts relevant to this research and (4) identify the measures and instruments used in analyzing the data gathered. I. Project Flow Figure 1 illustrates the project flow followed by the group in conducting the research. After the selection of the topic, the possible research topics were listed for consideration and after referring to related literature on the topics, were narrowed down from the concepts of clustering, brand positioning and market segmentation in the KTV industry in Taiwan to identifying consumer perception on the brand positioning of the top two KTV providers in Taipei. Secondary web-based electronic data and field observations were used to identify the top two KTV providers, which are Cashbox PartyWorld (Cashbox) and Holiday KTV. Field visits to the branches of both companies located in the Ximen area and a Web Forum (Appendix 1) were conducted to identify the possible factors that may affect consumer s attitudes towards KTV companies. A total of eight factors were short listed for the purpose of this research. The research questions and hypotheses identified in Chapter 1 were identified and the preliminary survey form was designed. In the design of the survey form, the researchers took into consideration data obtained from thesis and dissertations as well as the web forum. Multiple revisions were made and since customer attitudes had been identified as the focus of the research, the final survey (Appendix 2) was modeled based on Fishbein s Multi-Attribute Model. II. Survey Design The questionnaire is designed such that the researchers are able to identify whether the

13 Consumer Attitudes 13 Figure 1 Process Flow Diagram TOPIC SELECTED DEVELOPMENT OF INITIAL GOALS AND METHODOLOGY CASE PROPOSAL NO ELIMINATION OF NON- CORE GOALS PREVIOUSLY PROPOSED YES FOCUS IS CLEAR? REVIEW OF SECONDARY INFORMATION AND DETERMINATION OF CASE FOCUS IDENTIFICATION OF RESEARCH QUESTION(S) FORMULATION OF HYPOTHESES EVALUATION OF PREVIOUSLY PROPOSED METHODOLOGIES DESIGN OF PRELIMINARY DATA ACQUISITION TOOL SEARCH FOR OR DEVELOP NEW METHODOLOGY NO METHODOLOGY FEASIBLE? NO YES TOOL CAN TEST HYPOTHESES? YES PRELIMINARY DATA COLLECTION DATA COLLECTED HOMEWORK 2 CASE PROGRESS FINAL REPORT ENCODING, COMPUTATION AND INTERPRETATION OF DATA PROJECT COMPLETION

14 Consumer Attitudes 14 survey respondent has previously been to both KTV providers. This is crucial since the respondents beliefs pertaining to Cashbox PartyWorld and Holiday KTV will be dependent upon their awareness of both providers. Statements to harness information on the attribute importance and belief of respondents regarding the two KTV providers were also formulated. The survey questionnaire was first tested on ten individuals to ensure its understandability before it was distributed to 100 individuals in front of KTV stores, to students at National Chengchi University and to office workers in the banking and manufacturing sectors. III. Data Processing Data gathered were encoded into an Excel worksheet and classified as either valid or invalid depending on whether the questionnaire was completely filled out or not. The statistical tool used to assess the level of importance given by the respondents to a certain attribute is mean as a measure of central tendency. Histograms were created to identify the number of times each attribute was ranked as most important and to observe whether there were normal sampling distributions among the attributes. As there were none, the Wilcoxon Ranked-Sum Test for Differences in Two Medians was used to identify the significant attributes. Scatter plot diagrams featuring the cross section of two attributes at a time were plotted to identify the brand position of the KTV providers as perceived by the customers. A line and bar chart illustrating the standard expectancy value and the average expectancy value of the KTV providers for every attribute was mapped to identify major points for attention and improvement.

15 Consumer Attitudes 15 Overall attitudes scores given by each individual were also mapped in a scatter plot diagram showing brand positioning of both companies using cross sections of the identified significant attributes.

16 Consumer Attitudes 16 CHAPTER 4 PRESENTATION OF DATA AND RESULTS I. Survey Success Rate The survey questionnaire was distributed to one hundred individuals However, as indicated in Figure 2, only eighty-six of the questionnaires were completed and considered valid. Of these, only eighty-three individuals have been to both Cashbox and Holiday KTV. These served as the base used in the analysis of the data in this research. Figure 2 Survey Success Rate Sample Invalid Valid - Yes Valid - No II. Importance In the analysis of the data on the importance given by the respondents to each of the eight attributes, the researchers applied two methods to determine ranking. First, they determined the mean weight given by these respondents and second, drew histograms to determine the total number of Most Important weights each of the attributes was able to generate. We note in this case that since the Fishbein model was used, all eight factors have an equal chance of getting a maximum of eighty-three Most Important votes. Table 2 depicts a comparison of the results using both techniques. With the exception of Sanitation and Customer Service having a slight difference that led to different ranks based on

17 Consumer Attitudes 17 the average and the same rank based on the Most Important votes, all of the other rankings are aligned in both methods. Table 2 Comparative Chart on the Ranking of Identified Attributes Attribute Average Rank Votes as Most Important Rank Affordability Song Selection and Sound System Sanitation Customer Service Accessibility Interior Design Food Choice Promotion As the difference among averages appeared to be quite limited, the researchers referred to the plotted histograms to find whether there would be normal distributions for any of the factors. As there was not, the Wilcoxon Ranked Sum Test for the Difference in Median was used to identify the attributes that are considered significant factors by the respondents. Data on affordability was repeatedly tested against data from all other factors resulting in the determination that the top four factors had a stronger influence on the decision of the consumers. This has answered our hypothesis questions as follows: 1. Accept the null hypothesis that song selection and sound system is a top factor considered by KTV users in Taipei.

18 Consumer Attitudes Reject the null hypothesis that food choice is a top factor considered by KTV users in Taipei, therefore, food choice is not a top factor considered by KTV users in Taipei. 3. Do not reject the null hypothesis that quality of service is a top factor considered by KTV users in Taipei. 4. Reject the null hypothesis that interior design is a top factor considered by KTV users in Taipei, therefore, interior design is not a top factor considered by KTV users in Taipei. 5. Reject the null hypothesis that sanitation is not a top factor considered by KTV users in Taipei, therefore, sanitation is a top factor considered by KTV users in Taipei. 6. Do not reject the null hypothesis that affordability is a top factor considered by KTV users in Taipei. 7. Do not reject the null hypothesis that accessibility is not a top factor considered by KTV users in Taipei. 8. Do not reject null hypothesis that promotion/loyalty program is not a top factor considered by KTV users in Taipei. III. Cross Analysis Six sets of scatter plot diagrams were formulated showing consumer perceptions on how well each of the top two KTV providers fared in two of the four identified top factors. Each of the points in the diagrams represents the crossing point of the attitude scores given by the respondents on both attributes. In the plotting of the diagrams, original charts would depict a single point as a cross section even though there were more than 10 individuals who made the same ranking decision, as such, for purposes of clarity and to facilitate the interpretation of the data, minimal

19 Consumer Attitudes 19 adjustments to the points were made to reflect the number of points that converged at a single ranking cross section. Chart 1 depicts the perceived cross section between the attributes Affordability and Song Selection & Sound System. Chart 1 Perceived Positioning (Affordability and Song Selection & Sound System) CASHBOX Song Selection & Sound System Affordability HOLIDAY Song Selection & Sound System Affordability Based on the charts, both companies show a high dispersion of perception pertaining to the cross section of their Affordability and Song Selection & Sound System. However, we have

20 Consumer Attitudes 20 observed that Cashbox shows a consistent tendency for a good Song Selection & Sound System rating. The perceived positioning in terms of the attributes of Affordability and Sanitation are depicted in Chart 2. Cashbox is perceived to have strong emphasis on sanitation but is considered less affordable. On the other hand, Holiday is perceived to provide better value for money and while being less adept in Sanitation, is still considered adequate by a higher number of respondents. Chart 2 Perceived Positioning (Affordability and Sanitation) CASHBOX 6 Sanitation Affordability HOLIDAY 6 Sanitation Affordability

21 Consumer Attitudes 21 In examining the cross section between Affordability and Customer Service, Chart 3 shows that there is an inconsistent perception in the cross section of these two attributes for Cashbox while Holiday remains the more affordable and still adequate choice. Chart 3 Perceived Positioning (Affordability and Customer Service) CASHBOX Customer Service Affordability HOLIDAY Customer Service Affordability Chart 4 illustrates the perceived positioning of both companies using the cross section of Song Selection & Sound System and Sanitation. Due to a high occurrence of respondents having a good attitude towards Cashbox s Song Selection & Sound System, a concentration of points at Good for Song Selection & Sound System and Good for Sanitation has materialized. On the

22 Consumer Attitudes 22 other hand, the results for Holiday shows no clear perception of its positioning based on the two factors mentioned above. Chart 4 Perceived Positioning (Song Selection & Sound System and Sanitation) CASHBOX 6 Sanitation Song Selection & Sound System HOLIDAY 6 Sanitation Song Selection & Sound System Chart 5 shows the respondents perception of how Cashbox and Holiday have positioned themselves based on the attributes Song Selection & Sound System and Sanitation. Similar to the manifestation in Chart 4, there is also a strong manifestation of the cross section of individuals giving a Good rating for Song Selection & Sound System and a Good rating for Sanitation to Cashbox (32 respondents in total). Conversely, Holiday continues to have no clear positioning

23 Consumer Attitudes 23 based on the two attributes. In comparing the companies, respondents perceive Holiday to be less adequate in both factors. Chart 5 Perceived Positioning (Song Selection & Sound System and Customer Service) CASHBOX 6 Customer Service Song Selection and Sound System HOLIDAY 6 Customer Service Song Selection and Sound System Chart 6 depicts the respondents perception of Cashbox and Holiday s brand position using the third and fourth ranked attributes. It is in this factor that Cashbox has the strongest concentration of perceptions with thirty-three respondents believing that Cashbox rates Good in both Sanitation and Customer Service. On the other hand, the diagram for Holiday is relatively

24 Consumer Attitudes 24 dispersed with the strongest indicator falling on the perception that Holiday delivers adequate Sanitation and Customer Service. Chart 6 Perceived Positioning (Sanitation and Customer Service) CASHBOX 6 Customer Service Sanitation HOLIDAY 6 Customer Service Sanitation

25 Consumer Attitudes 25 CHAPTER 5 CONCLUSIONS I. Research Findings In Chart 7, the researchers have plotted the standard or maximum scores that can be derived from each attribute using the average weight given to their importance and multiplying this by the maximum attitude score of five (5). Chart 7 Attribute Importance and Customers Perception of Top 2 KTV Providers Customers' Perception of Top 2 KTV Providers Score Cashbox Holiday Standard 0.00 ACC FC ID AFF P S CS SSSS Factors They have further made a factor by factor analysis to assess the perceived performance of Cashbox and Holiday when benchmarked against the standard, this is illustrated in Table 3. It is apparent that both companies may need to improve on the perception of value for money that they deliver to customers since this is the top factor and their performance is significantly below the standard. On the other hand, strong performance has been observed in the accessibility attribute for both companies. However, while accessibility is ranked fifth among attributes and still contributes to the final decision, the researchers believe that emphasis have to be made to improve customers beliefs towards the top factors identified.

26 Consumer Attitudes 26 Table 3 Benchmarking Perceived Performance of Top 2 KTV Providers Against the Standard Consumer s Perception on Important Factors Factor Grade (%) Cashbox Holiday Affordable 61.0% 69.0% Song Selection and Sound System 78.6% 67.2% Sanitary 77.4% 70.5% Customer Service 76.8% 72.2% Accessibility 80.8% 75.5% Interior Design 80.1% 67.5% Food Choices 79.8% 68.0% Promotions 66.6% 66.7% Note: Factors above is ranked from most important to the least, in the descending order. The expectancy values computed for the total perception score for each company by each respondent has been plotted in Chart 8. The figures for both Cashbox and Holiday show a similar trend, however, the measure of central tendency clearly shows a more positive attitude towards Cashbox, which has an average expectancy value of , over Holiday, which has an average expectancy value of Further, the recorded median for Cashbox is and remains higher than that of Holiday, which is Since both companies have more than 25% room to improve on their overall performance, the customers perception of both companies may still change in the future and would greatly

27 Consumer Attitudes 27 depend on Cashbox and Holiday s selection of attributes where change will be applied and how these fit into the vision, goals and brand image targeted by them. Chart 8 Expectancy Value (Total Score) CASHBOX Expectancy Value Total Score Sample Number HOLIDAY Expectancy Value Total Score Sample Number The researchers have identified the points with the most concentration for both companies, these are the thirty-three Good ratings for Sanitation and Customer Service for Cashbox (Chart 6), and the twenty-five Good ratings for Song Selection & Sound System for Holiday (Chart 5). However, it should be noted that Cashbox has a higher number of Good ratings for Song Selection & Sound System than Holiday, this may indicate that Holiday is less differentiated and would need to establish a stronger cross-section brand position. Based on the feedback form of Cashbox, we infer that their focus is on Customer Service Satisfaction, System Quality, Food Choice & Quality and Overall Satisfaction. The first two

28 Consumer Attitudes 28 adhere to the conclusions we found in this study while Food Choice and Quality may not need to be as emphasized since the respondents believe this is a factor that does not have a great effect on their decision. Holiday does not use a feedback from but instead, uses its song selection system interface to obtain feedback. Its focus is also on Customer Service, Food Choice and Song Selection System. It is highly noticeable that both companies did not include questions pertaining to the Affordability (value for money) provided by their products and services and clearly missed on the importance of sanitation as an attribute. This should be noted by both companies because unlike price, sanitation is not constrained by the need to present a prestigious image. II. Limitations of this Research The scope of the survey was limited and was only distributed at selected locations in Taipei and may not be representative of the entire population of KTV patrons. There may be a difference in the habits and perceptions of customers that go to the different locations around Taipei. Cashbox and Holiday s strategies were only inferred from field observations and the review of related literature and this study has not incorporated management s viewpoint since the researchers were not able to contact company management. III. Suggestions for Further Research Future researchers highly adept with statistical tools may consider conducting a multiattribute cluster analysis to identify the perceived brand positioning of KTV companies in Taipei. This may be extended to actual contact with the management of Cashbox and Holiday to obtain detailed and precise information on how each is trying to position itself in the market such that an assessment can be made on the effectiveness of their efforts.

29 Consumer Attitudes 29 REFERENCES Cheng, T. L. (1993). A study on consuming motivation and behavior of KTV industry (master dissertation, Chinese Culture University, 1993), 1-5, 77, , Chi, R. F. (1992). An analysis in KTV business a case study in Taipei (master dissertation, National Taiwan University of Science and Technology, 1992), 31, Evans, M., Jamal, A., & Foxall, G. (2006). Consumer Response to Marketing Actions : 2. Consumer Behavior (pp ). West Sussex, England : John Wiley & Sons Ltd. Hsu, C. H. (2002). The war between Holiday and Cashbox. Wealth Magazine Hsu, K. T. & Peng, H. M. (2006, December 27). Cashbox and Holiday re-raised the proposal of acquisition. Union Newspaper, pp. 2B Iacobucci, D., Ostrom, A. & Grayson, K (1995). Distinguishing Service Quality and Customer Satisfaction: The Voice of the Customer. Journal of Consumer Psychology, 4(3), pp Lee, C. H. (1993). Service quality study of KTV industry in Taipei City (master dissertation, Fu Jen Catholic University, 1993), 5-10, 44 Lee, C. H. (1999). Holiday is the leader in KTV amongst the teens, Cashbox amongst the adults. Wealth Magazine , Peter, J.P., & Olson, J.C. (2002). Attitudes and Intentions. Consumer Behavior and Marketing Strategy (6 th ed.), (pp ). New York, NY: McGraw-Hill Higher Education. Wang, Y. R. (1991). New developed leisure industry in Taiwan KTV as the case study (master dissertation, NCCU, 1991), , , , 137