大專生家庭溝通型態、家庭結構與購買決策影響力關係之研究

The Study of Family Communication Pattern, Family Structure, and Purchase Decision-Making among College Students

蕭君華(Chun-Hua Hsiao)

《技術及職業教育學報》 5期 (2002/07) Pp. 1-16

摘要

本研究在檢驗家庭溝通型態、家庭結構和購買決策影響力的關係。家庭的重要性在它為一消費基本單位，因此我們強調家庭溝通型態和家庭結構對購買決策的影響。資料是由443個大專生，經由結構式問卷分析而得。由Cronbach's信度分析、因素分析、逐步迴歸及變異數／Duncan分析等方法來分析資料。結果發現：來自認知導向家庭溝通型態和單親家庭的青少年對購買決策有較大的影響力。

關鍵字

家庭溝通型態 ； 家庭結構 ； 購買決策 ； 影響力

並列摘要

It's important to recognize ”family” as s whole basic consumption unit in family purchase decision-making. This article therefore is to examine the impacts of both family communication patterns and family structure on purchase decision-making. Cronbach's reliability, factor analysis, stepwise regression analysis and ANOVA/DUNCAN were utilized to analyze the data collected from the questionnaires sent to a sample of 443 college students. The result reveals that adolescences from cognition-oriented family communication style and single parent families have major influence on family purchase decision-making.

並列關鍵字

family communication style ； family structure ； purchase decision-making ； influence