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The 7th Wave COVID-19 Coexist Period Market Survey_TW Consumer Behavior(JP)

東方線上COVID-19第七回ウィズコロナ時代消費行為リアルタイム調查202205(日本語) PART 1 | オミクロン株 メディア利用状況 PART 2 | ウィズコロナ時代 消費行動変化 PART 3 | ウィズコロナ時代 チャネル変化 PART 4 | ウィズコロナ時代 消費者の自信 PART 5 | Z世代 ウイズコロナ時代 消費行動 PART 6 | 市場観察/消費現象 マーケティング提案

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COVID-19 第七回
ウィズコロナ時代
消費行為リアルタイム調查
PART 1 | オミクロン株 メディア利用状況
PART 2 | ウィズコロナ時代 消費行動変化
PART 3 | ウィズコロナ時代 チャネル変化
PART 4 | ウィズコロナ時代 消費者の自信
PART 5 | Z世代 ウイズコロナ時代 消費行動
PART 6 | 市場観察/消費現象 マーケティング提案
東方線上消費者研究グループ 2022年05月 発表
東方線上消費者研究グループ/マーケティング部
東方線上股份有限公司,台北市大安区信義路四段306号7階
https://www.isurvey.com.tw
前書き
2022年4月より台湾では変異株オミクロンが流行し、再びパンデミックが発生しました。
世界的なパンデミックからは遅れをとっているため、感染者数が増加していくにも関わらず、規制は緩和されていく
という状況でした。不確実性の高い時代にコロナウイルスと共に生活していくことが、消費者が生活していく上での
課題となりました。
簡易検査キット購入・PCR検査のための大行列、簡易検査キットで陽性反応、コロナに感染した家族や友人のお世
話、
このような生活を1ヶ月ほど経験した消費者にどのような変化があったのでしょうか?
コロナ収束にはまだ時間がかかり、消費者はウィズコロナを求められている中、行動に変化があったのでしょうか?
東方線上は、5月初旬に台湾全土(北部・中部・南部)の18歳以上、1100名に対してオンライン調査を実施しました
台湾消費者の変化に関心を持たれている読者の皆様にどのような変化があるのかを理解いただき、今後のビジネス
環境対応に向けての評価指数や準備時の参考になれば幸いです。
2
研究調查方法:調査時間、方法、サンプル属性
本レポート関連研究資料
• 第七回 COVID-19 消費者調査 時間:2022/05/05– 2022/05/16 ,計12日
• 第六回 COVID-19 消費者調査 時間:2021/07/01– 2021/07/06 ,計6日
• 第五回 COVID-19 消費者調查 時間:2021/5/21 - 2020/05/26,計6日
• 第四回 COVID-19 消費者調查 時間:2020/7/20 - 2020/07/27,計8日
• 第三回 COVID-19 消費者調查 時間:2020/04/20 - 2020/04/27,計8日
• 第二回 COVID-19 消費者調查 時間:2020/03/07 - 2020/03/14,計8日
• 第一回 COVID-19 消費者調查 時間:2020/02/07 - 2020/02/14,計8日
サンプル抽出方法
• 調查方法:東方快線会員に対してオンライン調査を実施
• 有効回答数は各調査1,000サンプル;第六回は1,200サンプル;第七回は1,100サンプル
• 性別、年齢、地域ごとにサンプル抽出を実施
• 性別:男:女 = 1:1
• 地域:北部 / 中部 / 南部 = 5:2:3
• 20-59歳の1,000サンプルを以前までの調査結果の比較対象とする
3
各年齢別
サンプル数
18-19 20-29 30-39 40-49 50-59 60+
第一回 - 第五回 0 250 250 250 250 0
第六回 100 250 250 250 250 100
第七回 100 250 250 250 250 0
調查期間及びコロナ感染状況 4
第七回
コロナ調查期間
5/5~16
画像資料出典: 国家実験研究院 / 国家高速網路與計算中心
5
a. コロナ情報の
確認頻度
b. コロナ情報の
主要な情報源/
媒体
PART 1
オミクロン株
メディア利用状況
a. 收入支出の変化
b. 在宅時間の変化
c. コロナ禍で増加
した活動
d. 活動の変化
e. コロナ物資準備
f. コロナ禍で養成
した習慣
g. ネット購入及び
チャネル選択
h. 荷物受取方法
i. ブランド選択時
の考慮要素
PART 2
ウィズコロナ時代
消費行動変化
PART 3
ウィズコロナ時代
チャネル変化
PART 4
ウィズコロナ時代
消費者の自信
PART 5
ウィズコロナ時代
Z世代 行動観察
PART 6
市場観察/消費現象
マーケティング提案
レポート概要
a. ウィズコロナの
生活
b. 訪問を減らした
実店舗チャネル
c. 実店舗チャネル
訪問時の考慮点
d. 飲食消費予想
e. 飲食チャネル
選択時の考慮点
f. イートイン時の
考慮点
a. 社会上の情勢ウィ
ークリー調查 &
不安を感じる点
b. コロナ収束期予想
& 今後の活動計画
c. ウィズコロナ収入
&短期的支出予想
d. 在宅時間の増加か
ら生まれる不安点
e. 職場・生活におけ
る自信
a. コロナ情報の
情報源/媒体
b. チャネル選択
c. 不安を感じる点
オミクロン株
メディア利用状況
a. コロナ情報の確認頻度
b. コロナ情報の主要な情報源/媒体
PART 1
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