台灣消費者決策形態之研究

A Study of Consumer's Decision-Making Styles in Taiwan

廖田田(Tien-Tien Liao) ； 郭如秀(Ju-Hsiu Kuo)

《華人前瞻研究》 3卷1期 (2007/05) Pp. 115-131

https://doi.org/10.6428/JCTF.200705.0115

摘要

以往的文獻多使用傳統的市場區隔變數，例如：地理區隔、利益區隔等，但1986年由Sproles及Kendall提出使用決策形態來區隔市場的觀念後，改變了消費者的區隔變數。本研究樣本突破了以往只以大學生為樣本，以及在統計分析上僅以探索性因素分析或驗證性因素分析的方法。本研究的目的在探討我國消費者的決策形態，經實證結果發現台灣消費者的決策形態共有八類型，經實證分析結果得知與美國的消費者決策形態一致。

關鍵字

市場區隔 ； 決策形態

並列摘要

The majority of past literature employed conventional market segmentation variables such as geographic variables and benefit variables. However, since Sproles and Kendall developed the concept of decision making styles in 1986 to segment markets, there has been changes in consumer segmentation variables. In this study, instead of covering only university students in the sampling pool and conducting exploratory factor analysis or confirmatory factor analysis for statistical analysis, consumer decision making styles in Taiwan are investigated through empirical analysis. Research results found that there are eight different types of decision making styles within Taiwanese consumers and that these styles are consistent with the consumer market in the U.S.

並列關鍵字

market segmentation ； decision making styles