The Effect of Pull Power of Karaoke Television-set Service on the Inner Need of Consumer

doi:10.4236/ib.2013.53B011

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iBusiness, 2013, 5, 52-54

http://dx.doi.org/10.4236/ib.2013.53B011 Published Online September 2013 (http://www.scirp.org/journal/ib)

The Effect of Pull Power of Karaoke Television-set Service

on the Inner Need of Consumer

Jiun-Hung Lin

Department of Marketing and Logistics Management, China University of Technology, No. 530, Sec. 3, Jhong-Shan Road, Hukou

Township, Hsin Chu County, 3.

Email: [email protected].tw, [email protected]

Received June, 2013

ABSTRACT

KTV is an important recreation activity in Taiwan. Since the recreation activities are more diversified because of the

progress of information technology and the leisure policy of government lead to many free recreation places and activi-

ties existed, KTV service as a kind of recreation activities but not free and face a keener competition. This study tries to

explore how to strengthen the th rust for consumer to choose KTV as their recreation activity through understanding the

motivations for KTV consumption with empirical data and provides suggestions to help improve the KTV service.

Keywords: Motivation; Karaoke TV (KTV)

1. Introduction

Karaoke television-set (KTV) is a form of interactive

musical entertainment service provides independent pri-

vate room and interactive musical facilities for consumer

to sing song with friends or family [1].

Since 1990, KTV is an important recreation activity in

Taiwan [2]. However, the recreation activities are more

and more diversified because of the arise of internet and

handy smart phone and local government constructs

many green and free public parks and places with hold-

ing many festival and activities to attract people to par-

ticipate and consume. KTV service as a kind of recrea-

tion activities but is not free and face a keener competi-

tion.

How to strengthen the thrust for consumer to choose

KTV for their recreation through understanding the inner

motivations for KTV consumption and strengthen those

inner motivations by improving the KTV service factors

become important issues to be studied.

2. Theoretical Backgrounds

2.1. Karaok TV (KTV)

Sha [1] indicate KTV is originated from Karaoke came

from Japan. Karaoke which means singing in a public

stage with the accompaniment of an orchestra without

anybody is introduced to Taiwan in the early 1980.

However, it need consumer with courage and dare to sing

in the public but not the case for everyone. Hence, the

popularity of Karaoke is limited [3]. In the early 1990,

business in Taiwan developed a new type of recreation

service to combine Karaoke with an independent and

private room and is called as Karaoke television-set

(KTV) [1]. KTV is a singing place provides an inde-

pendent and private room for consumer to sing with a

vocal accompaniment video tape broadcasted on a larger

television and stereo facility. Beverage and meal is also

provided for consumer [4].

2.2. Motivation of Leisure Activity

Psychologists interpret motivation with different view-

points and indicate motivation is highly related to what

people talk and behave. Motivation is the drive of an

individual behavior [5]. “Push factor” and “pull factor”

are two factors that can induce individual behavior reac-

tion [5-7]. “Push factor” means an inner drive that would

guide individual behavior. While a motivation of indi-

vidual is satisfied, this motivation would be eliminated.

Inner needs or socio-psychological motives such as so-

cial with others or escape routine are commonly push

based motivations for recreations activities [5, 6]. “Pull

factor” is induced by the service itself. The characteris-

tics of the service itself that would attract consumer such

as having special atmosphere, exciting facilities, or con-

venient location are commonly pull based motives for

recreations activities [5,6].

Previous researches proposed the motives drive con-

sumer to KTV includes organizing a social party for

family or friends, having flow across each other with

family or friends, seeking for entertainment and ex citing,

The Effect of Pull Power of Karaoke Television-set Service on the Inner Need of Consumer 53

escaping daily routine and forgetting trouble, practicing

singing, relaxing stress, venting feeling or emotion, and

contenting the feeling to be a start [3,8,9 ].

KTV is a “heterologous space for experiencing imagi-

nation” and “the great decoration of the independent and

private room [10].” Zhang [10] indicates that the living

room like design of the KTV room provides a place for

consumer to have and share fun with friends. The KTV

room is an isolated, safety, and private place and can

make a small group abandon themselves to sing songs

without any disturbance. The songs called for singing,

the stars that perform the songs, and the vocal accompa-

niment video tape in the KTV room all can be the topic

to talk and induce pleasant feeling of interpersonal rela-

tionship. Accordingly, the stateroom of KTV leads to

stronger and closer interpersonal relationship among

people in the roo m.

3. Research Model and Methodology

Based on the discussions in previous sections, t his research

develop hypothesis to be empiri cal tested as below.

H1: Pull power of KTV service is positively related

to the push power of internal need.

Pull power of KTV serv ice and push power of intern al

need are measured through measurement scales devel-

oped by this study. Factor analysis is used to extract the

factors of Pull power of KTV service and push power of

internal dem and.

Likert seven point scale from very disagree to very

agree is used to measure all items. All the questionnaires

were answered by the KTV consumer in Taiwan. Re-

gression is used to validate the assumptions developed.

4. Result

Four hundred questionnaires were delivered and 257 va-

lid questionnaires received, representing an effective

response rate of 64%.

Factor analysis is used to extract the factors of pull

power of KTV service and push power of internal need.

Results of factor analysis indicated that KMO values of

both pull power of KTV service and push power of in-

ternal need are above 0.85 and Bartlett's Test of Spheric-

ity for each construct is also significant at p-value<0.01.

Four factors are extracted for pull power of KTV service

and 69.9% of variance is extracted. Those factors are

“V11: Nice general services setting and quality”, “V12:

Located in urban flourishing business district,” “V13:

Wonderful singing related facilities,” and “V14: Located

in recreation and entertain men t district.”

Three factors are extracted for push power of internal

need and 60.8% of variance is extracted. Those factors

are “V21: Improve interpersonal relationship through

self-expression by singing songs,” “V22: Entertainment,”

and “V23: Organizing a social party.”

The regression analysis result indicates the standard-

ized path coefficients and R2 for each regression function

in this study are all presented in Figure 1. The R2 values

for “improve interpersonal relationship through self-ex-

pression by singing,” “Entertainment,” and “Organizing

a social party” are 0.21, 0.12, and 0.16, resp ectively.

“Nice general services setting and quality” is not sig-

nificantly positively related to “improve interpersonal

relationship through self-expression by singing”, “enter-

tainment”, and “organizing a social party”.

“Located in urban flourishing business district” is sig-

nificantly positively related to both “improve interper-

sonal relationship through self-expression by singing”

and “organizing a social party”. However, “located in

urban flourishing business district” is not significantly

positively related to “entertain ment”.

“Wonderful singing related facilities” is significantly

positively related to “improve interpersonal relationship

through self-expression by singing”, “entertainment”,

and “organizing a social party”.

“Located in recreation and entertainment district” is

significantly positively related to both “improve inter-

personal relationship through self-expression by singing”

and “entertainment”. However, Located in recreation and

entertainment district is not significantly positively re-

lated to “organizin g a social party”.

*Big bold point denotes a significant path (p<0.01).

Figure 1. Results of theoretical model.

The Effect of Pull Power of Karaoke Television-set Service on the Inner Need of Consumer

5. Conclusions

Based on the research result of this research, the motives

for consumer to KTV can classified in to push based mo-

tives which are the inner drives that would guide indi-

vidual behavior and pull based motives induced by the

service itself that would strengthen the push based mo-

tives. The three main push power of internal need for

consumer to KTV are ‘improve interpersonal relationship

through self-expression by singing songs,’ ‘entertain-

ment,’ and ‘organizing a social party.’ The four main pull

power induced by the characteristics of the KTV service

itself are ‘nice general services setting and quality,’ ‘lo-

cated in urban flourishing business district,’ ‘wonderful

singing related facilities,’ and ‘located in recreation and

entertainment district.’

In order to attract consumer to consume KTV service,

KTV stores should provide wonderful singing related

facilities in each KTV room and are recommended to set

their KTV stores located in both ‘urban flourish ing busi-

ness district’ and ‘famous recreation and entertainment

district’. The general hardware and service outside the

KTV room such as the lobby setting is suggested to be

set in an acceptable level as the average industry stan-

dard.

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