電話亭KTV之消費價值研究──以小確幸知覺與極大化程度為調節效用

The Consumption Value Research of the Telephone Booth KTV–Using Small Happiness and Maximization as Moderate Variables

我國民眾喜歡追隨流行、嘗試新鮮玩意。近年來悄悄興起的電話亭KTV，就是一種可以讓人隨性輕鬆高歌一曲，在繁忙生活中為自己製造小確幸的新玩意兒。電話亭KTV能讓消費者利用錢包裡面的零錢，可以輕鬆高歌，釋放壓力。本研究察覺到這樣的消費趨勢與新奇的商業模式，因而鎖定電話亭KTV作為研究之標的，並以唱歌所能得到的消費價值(功利價值v.s享樂價值)作為前置變數，再以小確幸知覺和極大化程度(極大化者v.s滿意者)作為調節變數，據此建構出一個兼具理論與管理意涵的研究架構，針對研究結果提出具體、可行的行銷策略與建議。

Taiwanese people like to follow trends and try new stuffs. The telephone booth KTV that has been quietly emerging in recent years is a new stuff that allows people to sing songs casually and make small happiness for themselves in a busy life. Phone booth KTV allows consumers to use the change in their wallets to easily sing and release stress. The researchers find such consumer trends and novel business models, and therefore choose the phone booth KTV as the research objective. The consumption value (utilitarian value vs. hedonic value) that can be obtained by singing is used as an antecedent variable, and then the perception of small happiness and the degree of maximization (maximizer vs. satisficer) are used as moderate variables. This study constructs a research framework based on both theory and management implications, and finally put forward specific and feasible marketing strategies and suggestions according to the research results.