台灣每年觀影人數約三千萬人次，在亞洲電影產業已是非常成熟，國內許多映演業者抓準目前電影產業正處於成長趨勢，近年來，有越來越多的電影院在國內增設據點，電影院市場競爭越來越激烈，2013年國內僅台北地區，整年票房即高達約三十億八千多萬台幣。因此，本研究希望能以台灣民眾為例，透過聯合分析法找出消費者心中電影院產品屬性最佳組合，吾人希望透過此研究能夠給予現行廠商一些參考依據。
本研究以聯合分析法為主要分析方法，透過產品屬性理論將電影院視為一種產品，將電影院產品選出八項常用屬性，再經由前測問卷篩選出四項屬性，為「價格」、「電影院品牌」、「影音設備」、「便利性」，將此四種屬性納入正式問卷之屬性水準設定，依據文獻與現實情境設定不同水準，透過聯合分析法計算出不同屬性水準對於受試者之成份效用值與權重，進而分析消費者偏好與最佳組合。
本研究結果發現全體受試者最佳組合為「威秀影城」、「260元」、「有提供停車場」、「有環繞音響」，其中，受試者對於「價格」的重視程度最高，其權重最大，本研究另透過不同人口族群分析，對於不同性別、居住地點與職業的不同對於電影院屬性有所不同偏好與權重之研究結果。如女性較男性注重價格，廠商可對於此方面推出相關優惠措施，以提高該族群消費者購買意願。

According to the Bureau of Audiovisual and Music Industry Development, MOC, the average revenue of box office accumulated up to one hundred million dollars every year in Taiwan, it plays an important role in Asia film industry. Therefore, there are more and more cinema trying to take advantage of this profitable market. “Vieshow”, the leader of cinema industry, market share only seventeen percentage. “Ambassador theater”, ranking as second accumulated up to fifteen percentage market share. As we know, it is hard to find out what combination consumer really want. Hence, it is one of the purposes of this research. The other purpose is to give marketing suggestion for existing film to improving their strategies.
This study’s purpose is to figure out the optimal combination by using conjoint analysis, and the research object is the people who live in Taiwan, Penghu, Kinmen and Matsu. At first, the research find out top four cinema attributes by pilot test, such as “price”, ”brand”, ”convenience” and ”audio-visual equipment” ,then, the study used top four attribute to set up the level of attribute and building nine cards as “stimulus set”.
As the result, the study shows that ”price” and “audio-visual equipment” are the two top important cinema attributes to the customer, the least one is “brand”. And, the best cinema attributes combinations is consists of “Vieshow”, “two hundred and sixty NT dollars”, ”provide car park” and “have audio-visual equipment”.

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