運動鞋消費決策型態之研究：以高雄市國小教師為例

The Relation between Kaohsiung City Elementary School Teacher’s Lifestyles and the Patterns of the Teachers’ Consumption Decisions

游正忠 ； 曾翊涵

《高應科大體育》 14期 (2015/12) Pp. 70-81

摘要

本研究主要目的為探討教師運動鞋消費決策型態以及不同背景變項教師在運動鞋消費決策型態差異情形。本研究採用問卷調查法進行抽樣調查，研究對象為高雄市國小教師，自高雄市242所學校中以隨意抽樣方式抽取17所學校發放樣本，抽取樣本數500份，回收499份，有效問卷為498份，可用率為99.6%。經由SPSS統計套裝軟體進行描述性統計、單因數變異數分析與事後比較、皮爾遜積差相關及逐步多元迴歸等分析方法，獲得之研究結論如下：一、影響教師購買運動鞋的因素以「舒適度」為主；主要參考訊息來源為「親朋好友的推薦」。二、高雄市國小教師運動鞋消費決策型態傾向「完美主義型」。三、年紀輕的高雄市國小教師消費決策型態以「價格意識型」、「新奇流行型」居多。四、未婚的高雄市國小教師消費決策型態以「完美主義型」、「新奇流行型」居多。五、每個月家庭收入較低的高雄市國小教師其運動鞋消費決策以「新奇流行型」居多。

關鍵字

消費決策型態 ； 運動鞋

並列摘要

The purpose of this study aims to investigate the s elementary school teachers ubjects’ current lifestyles and the patterns of the subjects’ consumption decisions on sport shoes, and to respectively explore the difference and relation between the subjects’ lifestyles and consumption decisions in terms of the variables of the subjects’ backgrounds. A questionnaire is employed in this study. The participants of the questionnaire are restricted to the elementary school teachers in Kaohsiung city. The participants are randomly selected from the teachers in 17 elementary schools among 272 schools in Kaohsiung city, constituting a number of 500 subjects with 499 questionnaires retrieved and 498 questionnaires valid, causing an availability of 99.6%. Based on the resultant data of descriptive statistics, single-factor ANOVA, post-hoc analysis, Pearson product-moment correlation analysis, as well as stepwise multiple regression analysis through the employment of the software of SPSS, the conclusion of this study is shown as follows: 1.The major factors affecting the subjects’ consumption are the degree of comfort of sport shoes, and the subjects’ main sources of information of shoes are from the recommendations by friends and families. 2.Elementary teachers’ consumption decisions are mostly perfectionism-oriented. 3.Younger teachers’ consumption decisions on sport shoes are mostly price-oriented and novelty-oriented. 4.Unmarried teachers’consumption decisions are mostly perfectionism-oriented and novelty-oriented. 5.The highest relativities of teachers’ lifestyles and the patterns of consumption decisions are the relation of fashionable lifestyle and perfectionism-oriented pattern, the relation of economic lifestyle and price-oriented pattern, and the relation of fashionable lifestyle and the brand-oriented pattern, the novelty-oriented pattern, and the oniomania-oriented pattern.

並列關鍵字

Elementary School Teacher ； Lifestyles ； Patterns of Consumption Decision