雲林縣國小高年級學童與主要照顧者消費行為關係之研究

A Study of the Consumer Behavior of Upper-Grade Elementary School Students And Main Caregivers in Yunlin County

黃鈴雅(Ling-YA Huang)

指導教授 ： 吳建臺

國立虎尾科技大學/管理學院/財務金融研究所在職專班/碩士(2014年)

摘要

摘要
本研究旨在瞭解雲林縣國小高年級學童與主要照顧者消費行為現況與關係，及不同背景變項和高年級學童消費行為師相關性。為了達到研究目的，本研究採用問卷調查法，以自編之「國小高年級學童消費行為之調查問卷」和「主要照顧者消費行為之調查問卷」作為資料蒐集的工具，以雲林縣國小高年級學童與主要照顧者為研究對象，總計有效樣本共317份。根據問卷填答結果，以描述性統計、卡方檢定和Spearman等級相關等方法進行資料分析。
本研究結果如下:
一、 雲林縣國小高年級學童與主要照顧者的消費行為大部分傾向理智消費，此外學童消費時最不易受情緒因素影響，較少衝動消費；而照顧者消費時最不受同儕因素影響，顯示成人的消費行為較具獨立性。
二、 高年級學童之消費行為未受不同「性別」、「年級」和「照顧者學歷」等背景變項上所影響；和不同「照顧者身份」變項上呈現顯著正相關，表示高年級學童的消費行為和照顧者身分有關聯；和「家庭收入」變項上則呈現顯著負相關，表示家庭收入高的高年級學童,其消費的金額卻比較少，也可說是在消費行為支出上較為保守。
三、 雲林縣高年級學童和主要照顧者之消費行為之間呈現顯著相關，照顧者和學童在消費行為類型上皆是理智型的占有最高比例；其次皆是從眾型消費，接著是炫耀型消費；照顧者和子女皆是衝動型消費或皆是經濟型消費則比較少。
關鍵詞：高年級學童、主要照顧者、消費行為

關鍵字

高年級學童 ； 主要照顧者 ； 消費行為

並列摘要

Abstract
The purposes of this study were to investigate the present situation and correlation of upper-grade elementary school students and main caregivers in Yunlin County on the consumer behavior, and to examine the correlation between students’ different background and consumer behavior.
In order to reach these purposes,this study used the questionnaires, the consumer behavior of upper-grade elementaryschool students questionnaires and the consumer behavior of main caregivers questionnaires, to collect the data in Yunlin County. The total samples of 317 valid questionnaires were collected from the survey. The obtained data was analyzed by descriptive statistics, chi-squared test, and Spearman’s rank correlation. The main findings were as follows:
1.The main consumer type of Yunlin Upper-Grade Elementary School Students was “Rationality Type”, “Frugality Type” was next, and then were“Show-off Type”and“Conformity Type”. “Impulse Type” was the least. The main consumer types of main caregivers were similar to students’.
2. With different ” gender ”,“ grade ” and “main caregivers’ academic background”, there was no significant difference on different consumer behaviors of upper-grade elementary school students. There were significant positive correlations between the role of main caregivers and students’ consumer behaviors. Moreover, there were significant negative correlations between the family income and students’ consumer behaviors.
3. There were significant positive correlations between the consumer types of main caregivers and students’ consumer types.
Keywords: Upper-Grade Elementary School Students, Main Caregivers, Consumer Behavior

並列關鍵字

Upper-Grade Elementary School Students ； Main Caregivers ； Consumer Behavior

參考文獻

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