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 activities 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 thrust 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
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