本研究旨在探討高職學生美髮消費行為的現況與影響因素,進而探求不同背景的差異情形。本研究以自編之「高職學生美髮消費行為現況與影響因素之研究」問卷來進行調查,並以高雄地區四所高職日校正規班三年級學生為研究對象,樣本數為519份,有效問卷482份。所得資料以描述性統計、獨立樣本t考驗、單一樣本t檢定、單因子變異數、相關等方法進行分析。本研究獲致結論如下: 一、 高職學生美髮消費行為現況屬於中高程度,且會因不同的「性別」、「學制」、「每月之美髮消費金額」、「是否有美髮相關工作(讀)經驗」、「過去一個月美髮消費次數」、「喜歡去美髮消費時間」、「經常去美髮消費場所」、「選擇美髮消費內容」、「如何得知美髮消費資訊」、「吸引美髮消費主要因素」等而有所差異。 二、 高職學生美髮消費行為影響因素屬於中高程度,且會因不同的「性別」、「學制」、「每月之美髮消費金額」、「是否有美髮相關工作(讀)經驗」、「過去一個月美髮消費次數」、「喜歡去美髮消費時間」、「經常去美髮消費場所」、「選擇美髮消費內容」、「如何得知美髮消費資訊」、「吸引美髮消費主要因素」等而有所差異。 三、 高職學生美髮消費行為現況與影響因素具有顯著正相關。
This study aims to explore the current situation and factors influencing senior vocational students’ hairstyling consumption behavior, and determine the differences due to personal backgrounds. The research tool was self-prepared questionnaire, “Study on the current situation and factors influencing senior vocational students’ hairstyling consumption behaviors”. The subjects were full-time third year students in 4 senior vocational schools in Kaohsiung area. A total of 519 questionnaires were collected, and there were 482 valid samples. The data were analyzed by descriptive statistics, independent sample t test, one-sample t test and one-way ANOVA. The findings are as follows: 1. The current situation of senior vocational students’ hairstyling consumption behavior is at a medium to high degree, and varies with “gender”, “educational system” and “monthly sum of hairstyling consumption”, and “whether to have the relevant hairstyling work (study) experience”, “times of hairstyling consumption in the past month”, “time preference of hairstyling consumption”, “mostly visited hairstyling service providers”, “hairstyling service consumed”, “information source on hairstyling consumption”, and “main factors to attract hairstyling consumption”. 2. The factors influencing senior vocational students’ hairstyling consumption behavior are at a medium to high degree, and vary with “gender”, “educational system” and “monthly sum of hairstyling consumption”, and “whether to have the relevant hairstyling work (study) experience”, “times of hairstyling consumption in the past month”, “time preference of hairstyling consumption” , “most visited hairstyling service providers”, “hairstyling service consumed”, “information source on hairstyling consumption”, and “main factors to attract hairstyling consumption”. 3. There is a significant positive correlation between the current situation and influencing factors of senior vocational students’ hairstyling consumption behavior.
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