國小六年級學童網路購物行為之研究-以桃園市中壢區L國小為例

本研究旨在探討國小六年級學童的網路購物行為及其影響的相關因素，以桃園市中壢區L國小六年級的八位學童做為研究對象，採取訪談方式來了解六年級學童的網路購物相關經驗，並分析影響學童網路購物的內在因素（性別、手足數與排行、家庭結構）、外在因素（零用錢的多寡、同儕關係、傳播媒體）及其他因素（經濟效益、不易受人干擾、受尊重及自我實現的需求）。研究結果發現學童接觸電腦與網路的時間提早，故學童網路購物發生的時間也提早；家長的態度與經濟支援，更是左右了學童的網路購物行為；茲將六年級學童的購物類型分為理性型、衝動型與從眾型。對學童而言網路購物的使用情形受「手足數與排行」及「家庭結構」的影響，最大的優點是「便利性」，其偏好受「同儕團體」及「傳播媒體」的影響。

關鍵字

網路購物；網路購物行為

並列摘要

The main purpose of this study is to investigate the factor and influence of the sixth-grade students’ online shopping behavior. The study object is eight sixth-grade children of L elementary school in Chungli city, Taoyuan District. This study takes an in-depth interview approach for collecting the online shopping experiments of sixth-grade students. The analyzed dimensions include the internal factors, gender, sibling and his/her order, and family structure; external factors, allowance, the relationship with same generation, and communication media; and other factors, economic benefit, who is hardly distracted by others, needs of being respect and self-fulfilling. The result comes out that children get in touch with computers and the internet earlier than before, and therefore also do online shopping earlier; parents’ attitude and money support impact grately on the children’s online shopping behavior; for now classify the sixth-grade children’s online shopping behavior into the rational type, the imoulsive type, and the type who seek advice from all sides. For children, the advantage of allowance and family structure which are the influences of the online shopping behavior is convience, and its preference is influenced by the relationship with same generation and communication media.