J.-H. Lin
5. Conclusion and Discussion
Based on the research result of this research, the internal psychological obstacles of consumer to KTV would
build obstacles to resist consumer to KTV. The pull power is induced by the KTV service itself. The two main
internal psychological obstacles for consumer to KTV are “Singing hardware and software is bad” and “Low
self-confidence to singing”. The four main pull powers induced by the characteristics of the KTV service itself
are “nice general services setting and quality”, “located in urban flourishing business district”, “wonderful sing-
ing related facilities”, and “located in recreation and entertainment district”. Some of the pull powers induced by
the service itself would help decrease the internal psychological obstacles of consumer to KTV.
Consumer who have internal psychological obstacle due to past bad KTV service consumption experience
induced by bad singing hardware and software is the main internal psychological obstacles to KTV while low
self-confidence to singing before the crowd is secondary psychological obstacle. Two types of customers who
have internal psychological obstacles to KTV are identified.
For consumer who has internal psychological obstacles to KTV because of having bad KTV experience but
with high self-confidence to singing, KTV services should try their best to provide wonderful singing related fa-
cilities in each KTV room but avoid setting the KTV located in recreation and entertainment district.
For consumer who has internal psychological obstacles to KTV because of having slightly bad KTV expe-
rience with low self-confidence to singing, KTV stores should try their best to improve singing related facilities
in each KTV room. Moreover, KTV stores should try their best to develop singing related facilities and system
that can help these consumers sing songs better.
Furthermore, for attracting consumer who has internal psychological obstacles to KTV, KTV services are
suggested to set KTV stores located in urban flourishing business 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 in-
dustry standard.
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