生活型態、消費態度與消費行為之關聯性研究

Life-Style, Consumption Attitude, and Consumption Behavior - A profile Analysis of the Generation Cohort In Taiwan

黃識銘(Shyh-Ming Huang)

指導教授 ： 廖淑伶 博士

元智大學/管理學院/管理研究所/碩士(1998年)

摘要

本研究從社會生活主題著手，落實研究本土化，以世代角度來分析，並結合生活型態、價值觀、消費態度與消費行為的探討，做全面性的了解，冀達到臺灣地區世代分類的界定、探討與描述，並分析世代間與世代內族群類型在消費態度、價值觀與消費行為的關聯性。
本研究以次級資料進行實徵性研究，原始資料及電腦系統由資行市場系統顧問有限公司提供，研究取得的資料是1998年的調查資料。研究對象為15-49歲男女，範圍涵蓋全台灣北、中、南與東部的30個都市與城鎮，樣本數為1,062份，誤差率為±3.0 %，調查方法與Yankelovich MONITOR一樣，以系統抽樣法，逐戶拜訪法，人員面對面訪問後，留置問卷(結構性)回收，來收集資料。
本研究界定台灣的Y世代是19歲以下(1980年後出生)的人，X世代是20-34歲(1965-1979)，嬰兒潮(B)世代是35-49歲(1950-1964)。本研究發現世代之間的確有差異現象，不但在人口變項有差異，在產品購買行為、產品使用頻率型態及媒體接觸行為的消費行為上亦有差異，在價值觀、消費態度上亦有差異。然而過去對世代這個變數，並未受到重視，其實世代是個相當良好又簡單可行的變數，行銷人員只要鎖定世代，即可達到有效區隔的目的。
根據本研究在生活型態的發現：Y世代可分三族群(佔96.7%)，X世代有四族群(佔93.5%)，B世代有三族群(佔96.9%)。世代間在各種人口變數上是有差異的，但世代內的族群大多數是無差異的，反而在生活型態價值觀與消費態度構面，有較大差異性，生活型態族群類型不同，其消費態度、價值觀亦不同。
世代間消費行為在產品普及率與使用頻率型態，產品購買行為上皆有差異，世代內在產品使用頻率型態的消費行為亦有差異性，因此，對於產品的使用頻率型態消費行為，在行銷上不但要考慮世代間的差異現象，也需考慮世代內族群類型差異，世代間則同時亦須考慮使用普及率與購買行為的消費行為之差異性。
三大世代在媒體接觸行為上有差異，而世代內族群類型在媒體使用行為變項上並無顯著差異，因此在媒體的傳播溝通策略上，世代間宜有不同的媒體策略，世代內族群類型則建議用無差異媒體策略。
本研究發現價值觀與各種消費態度傾向是有顯著關聯性的，消費態度與消費行為亦有顯著關聯性。在傳播溝通應有不同策略，如對於新事物的推廣，應可針對Y世代進行訴求，因這群消費者是涓滴而下的重要影響者，對於X世代的行銷策略則建議對其進行理性的訴求溝通；對於B世代則可強調健康的重要性與訴求。
總體而言，對於消費行為除應了解其背後價值觀與消費態度，更應從世代觀念與世代內族群的源頭加以考慮，方能規劃較佳、較細膩的行銷策略。

關鍵字

世代 ； 族群類型 ； 生活型態價值觀 ； 消費態度 ； 消費行為

並列摘要

Life-style, Consumption Attitude, and Consumption Behavior
-A Profile Analysis of the Generation Cohort In Taiwan
This research starts from social issue to localization and combines with lifestyle, value, consumption attitude and behavior to see the whole picture. In order to Taiwan generation cohort type and definition, studies and described, analyze the relationship of consumption attitude, value, and consumption behavior.
This research uses secondary data that provided by ICAN Company in 1998 research data. The samples of this study aged from 15-49 and the samples include 30cites in Taiwan. As the same as Yankelovich Monitor, this study uses 1062 samples and error is ±3.0%.
This defined aged below 19as Y generation,20-34as X generation,35-49as baby boom. This study discovery the difference between generation cohort in several point of view which not only are the consumption behavior of product purchasing ,product use frequency, multi-media contact but also in value and consumption behavior. However this varies were not been paid much attention in the past. Marketing people use generation varies can reach goal of effective and segmentation.
According to the research ,we found that generation cohort can be differentiate into 3 clusters(shared 96.7%),X generation cohort into 4 clusters(shared 93.5%),and B generation cohort into 3 clusters(shared 96.9%). Demographic variables between generation cohort is different, but within the generation cohort of cluster are same. On the contrary, in the generation cohort, there is bigger difference in lifestyle value and consumption attitude. Different cluster will make difference consumption attitude and value .
There are differences on product penetration the type of using frequency, and product purchasing behavior among different generation cohorts. In the same generation cohort, the consumption behavior of the product type of using frequency is different as well. So, in regard to the consumption behavior of the product type of using frequency ,while we are make plan, we should not only consider the different phenomena of generation cohort, but also in the same generation cohort clusters. Among the different generation cohort, we should consider the product penetration rate and the difference of purchasing behavior of consumption behavior as well.
There is difference on media contacting among three generation cohorts, but in the same generation cohort of different clusters, it is similar media behavior. So, the strategic suggestion on media communication, we should uses the different media strategy among generation cohorts, for the same generation cluster, we suggest to use the same media strategy.
In this research, we found that obvious relationship between value and consumption attitude, the obvious relationship happened between consumption attitude and consumption behavior as well. In the media communication, we should have different strategies. For example, the new products developing, we should put most efforts on Y generation cohort. This generation cohort has big affection result on the new things. Marketing strategy for X generation cohort, we suggest to use rational communication, for B generation cohort, we can stress on the importance of healthy.
The conclusion for better planning and the delicate market strategy for consumption behavior, we should not only understand the backside of value and consumption attitude, but also considering the beginning thinking of different generation cohorts and the same generation cohort of different cluster.

並列關鍵字

generation cohort ； cluster type ； lifestyle value ； consumption attitude ； consumption behavior

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