探討影響青少年進行超商集點消費行為意圖之研究

The Effects of Consumer Behavior of Adolescent for Collection Set Point of Convenience Stores

王秋貽(Chiu-Yi Wang)

指導教授 ： 楊東震

義守大學/管理學院/管理碩博士班/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00041

摘要

台灣便利商店的集點活動自2005年起已有十年的歷史，一直以來都有消費者持續展現集點兌換贈品的熱誠，究竟是贈品太迷人了，還是認為贈品是可有可無的額外利得呢？而超商對於國中青少年而言，正是他們每日不可或缺的消費之地，其面對集點贈品的反應又是如何呢？透過社會化的影響，國中學生已有自己獨立思考及做決策的能力，而影響他們進行集點消費的主要因素是什麼？
本研究以計劃行為理論為基礎，探討影響國中青少年進行超商集點消費行為意圖之因素。本研究採用焦點團體訪談法，以事先設計的問題，邀請七位國中在學學生參加訪談，並根據訪談結果整理歸納出初步結論以做為問卷設計的依據。接著採用問卷調查法，共發出217份問卷，調查所得資料以描述性統計分析、t 檢定、單因子變異數分析、史皮爾曼相關係數分析等方法來進行統計分析。本研究的主要發現如下：一、國中青少年參與超商集點消費活動在態度上是出於獨立的思考或實際需要，而非盲從。二、青少年的同儕與父母在超商集點消費這件事中所抱持的態度是偏於中立的。三、青少年不但在零用錢的使用上已有相當的自主能力，對於自己的消費行為亦有獨立的判斷和自制能力，在超商集點消費行為上，比較不會做出超出原本計劃性以外的消費。 四、青少年在集點消費時，對於心理方面的需求，包括社交、尊重、自我實現的需求，是偏向「中立」的。五、青少年對於在超商集點消費的行為意圖上，是偏向「普通偏低」的。六、影響青少年進行超商集點消費行為意圖之主要因素依序為：知覺行為控制、心理需求、態度，最後才是主觀規範。根據研究結果，本文提出相關的研究建議供實務者及後續研究者參考。

關鍵字

青少年消费 ； 超商集點 ； 計劃行為理論 ； 促銷策略

並列摘要

Set point events of Taiwanese convenience stores had a history since 2005. Taiwanese consumers continue to show their passion on set point for exchange gifts. Are the gifts so attractive or just optional extra profits? For adolescents, the convenience stores are their essential daily consumption place. How should teenagers face on set-point event? Adolescents have the ability to think independently and make their own decisions through socialized influence. What are the key factors of affecting them to set point of consumption?
In this study, based on the Theory of Planned Behavior, to investigate what key factors affect set-point consumer behavior intention of the adolescent? This study used focus group interviews and invited seven junior school students to participate. According to the results of the interview, summarizing the preliminary conclusions to be used as the basis for design of the questionnaire. Then using questionnaires and issued 217 questionnaires, The data was analyzed by the statistic methods of descriptive statistics, t-test, One-way ANOVA, and Spearman's rank correlation. The conclusions of the search are as follows: 1. The adolescents participate in convenience stores set point in the attitude of consumer activity is for independent thinking or actual needs, rather than blindly. 2. The peers and parents of adolescents biased towards neutral on set point events of convenience stores. 3. The adolescents not only have considerable autonomy in use on pocket money but also they have independent judgment and self-control for their own consumption behavior. So they are less likely to make additional spending. 4. When the adolescents participate in convenience stores set point, demand for psychological, including social, respect, self-realization, they tend to "neutral". 5. On behavioral intentions, the adolescents tend to "general low". 6. The main factors influencing adolescents convenience stores set point of consumer behavioral intentions in accordance with the order: psychological needs, perceived behavioral control, attitude and the last is the subjective norms. According to the results, this paper presents recommendations of related research for employees and future researchers.

並列關鍵字

Consumer Behavior of Adolescent ； Set Point Events of Convenience Store ； Theory of Planned Behavior ； Sale Promotion

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