桃園縣國民小學教師生活型態與團購消費行為相關之研究

Studies on Relationships between Lifestyle of Taoyuan County Elementary School Teachers and Group Buying Consumer Behavior

徐雅琪(Ya-Chi Hsu)

指導教授 ： 劉宜君

元智大學/人文社會學院/社會暨政策科學學系/碩士(2012年)

摘要

本研究利用問卷調查法，以桃園縣國小教師為研究對象，瞭解教師生活型態與團購消費行為的關係。以立意及滾雪球抽樣方式，對桃園縣560位國小教師進行問卷調查，有效問卷回收率為95.71%。收集樣本資料以描述性統計、卡方檢定、t檢定、單因子變異數分析、集群分析、皮爾森積差相關等方法來進行統計分析。本研究發現團購消費決策中，首重安全性評估考量，相信有信譽的店家，能審慎的評估之後才進行團購消費，重視親身體驗的感受。價格並不是教師參與團購主要動機，反而受到同儕及便利需求的影響。積極嘗鮮群教師傾向情感需求、品牌價格評估及經驗評估；而居家精明群的教師傾向便利需求及安全評估；國小教師以居家精明群和團購消費行為有較高的相關性。研究建議國小教師瞭解個人生活型態，以理性來體驗團購消費，進而享受團購帶來的便利性和優惠。建議團購消費業者應積極宣傳安全機制，加強消費者信心；且重視每一位客人，傳遞良好口碑；最後針對不同生活型態的教師制定適當的行銷策略。建議行政院消費者保護處應盡速健全團購消費保護機制。

關鍵字

國小教師 ； 生活型態 ； 消費行為 ； 團購消費行為

並列摘要

In this study, a questionnaire survey was used. Taoyuan County elementary school teachers were also applied to be the objects of the study so to understand the relationships between teachers' lifestyle and group buying consumer behavior. Purposive and snowball sampling were used to conduct a questionnaire survey of 560 elementary school teachers in Taoyuan County with a valid response rate was 95.71％. For Collection of sample data, we used descriptive statistics, chi-square test, t test, single factor analysis of variance, cluster analysis, and Pearson correlation method to conduct a statistical analysis. The findings of the study showed that in group buying consumer decision-making, safety assessment would be first put into consideration. It was believed that after careful assessment was made by reputable stores, and then group buying consumption could be carried out, which would pay much attention to personal experiences and feelings. Prices are not the main motive for teachers’ participation in group buying; nevertheless, peers and convenience needs are factors to make influences. Teachers who want to try newness have a tendency to depend on emotional needs, the brand value assessment and experience assessment; teachers who are smart at home have a tendency to depend on the needs of convenience and safety assessment; elementary school teachers who are smart at home and group buying consumer behavior have a higher correlation. The study proposes that elementary school teachers should understand personal lifestyle and experience group buying consumption in a rational manner. Furthermore, they may enjoy group buying convenience and preferential. The study also proposes that group buying consumer goods industry should actively publicize the security mechanism to encourage consumers' mind of purchase. In addition, paying more attention to every guest will gain good business reputation. In views of diverse teachers’ lifestyle, we finally have devised appropriate marketing strategies. In conclusion, the study proposes the Consumer Protection Department of the Executive Yuan should formulate well-established group buying consumer protection mechanisms immediately.

並列關鍵字

elementary school teachers ； lifestyle ； consumer behavior ； group buying consumer behavior

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