在學青少年手機消費忠誠度－消費者社會化的觀點

The At-school Adolescent Cellphone Consumer Loyalty-A Perspective of Consumer Socialization

黃芳銘(Fang-Ming Hwang)

《αβγ量化研究學刊》 1卷 (2007/12) Pp. 123-150

摘要

本研究目的乃是企圖以消費者社會化的觀點來探討在學青少年手機消費忠誠度。依據Moschis與Churchill(1978)的消費者社會化模式建構本研究變項間的因果關係。蒐集國內二十五所高中職專的學生，回收有效問卷1435份，進行結構方程模式的分析。結果顯示與父母、媒體在手機消費的互動對手機忠誠度有顯著的影響。不同於過去的研究，與同儕的互動並沒有影響力。性別、年齡等可以透過與父母或媒體的手機消費互動，進而影響手機消費忠誠度。青少年家庭社經地位對手機忠誠度有直接的影響，也可以透過與父母的互動影響手機消費忠誠度。

關鍵字

消費者社會化 ； 忠誠度 ； 結構方程模式 ； 手機

並列摘要

The purpose of this study was to investigate the at-school adolescent mobile phone consumer loyalty in terms of consumer socialization perspectives. The causal relationships of the research variables were constructed with the model of consumer socialization provided by Moschis and Churchill. 1435 valid questionnaires were recruited from twenty-five schools that are junior high schools, senior high schools, vocational schools, and community colleges. The model was analyzed by the method of structural equation modeling. The results showed that interactions with parents or media about the affairs of mobile phone consumption had significant influence on mobile phone consumer loyalty. Different from pass research findings, interactions with peers did not exercise any influence on the loyalty. Sex and age did not has direct effect on the loyalty but they could indirectly impact it via interactions with parents or media. Family social-economic status had direct effect on the loyalty and can also indirectly impact it via interaction with parents.

並列關鍵字

consumer socialization ； consumer loyalty ； structural equation modeling ； cellular phone