台北市學齡前兒童家長於購買童鞋的金錢態度與消費決策型態之研究

本研究主要目的在瞭解台北市學齡前兒童家長的金錢態度與消費者決策型態現況，探究台北市學齡前兒童家長的金錢態度對購買童鞋的消費決策型態的差異影響。由研究結果所提出之建議，除了可提供相關業者在設定產品之消費客層，產品設計、規畫市場行銷策略之參考外，亦可供未來相關研究者之參考。本研究採問卷調查法，研究對象從研究者服務頂好童鞋坊的購買童鞋的客人為取樣對象，採立意取樣的方式，作為問卷調查的實施對象，工具為「金錢態度量表」及「消費者決策型態量表」。問卷結果以SPSS 統計軟體進行資料統計分析與整理，使用的研究分析統計方法有：描述性統計分析、獨立樣本t 檢定、單因子變異數分析等。由本研究結果得知：一、「性別」變項在學齡前兒童家長的金錢態度「權力」、「保守」、「品質」面向達顯著性差異，男性趨向於「權力」面向及「品質」面向，女性則趨向於「保守」面向。二、「性別」變項在學齡前兒童家長購買童鞋的消費者決策型態的「品牌」面向達到顯著差異，男性趨向於「品牌」面向。三、學齡前兒童家長金錢態度對其購買童鞋的消費者決策型態的「機能」面向、「外觀」面向、「品牌」面向、「決策困擾」面向達到顯著差異，金錢態度在高分組趨向於「機能」面向、「外觀」面向、「品牌」面向、「決策困擾」面向。綜合本研究結果對於相關業界與往後設計者的後續研究建議如下: 一、在消費決策型態上，男性傾向於品牌面向，故針對男性消費者，在行銷策略上應以品牌為主要訴求。二、在金錢態度上，女性傾向於保守面向，故針對女性消費者，在行銷策略上應以價格為主要考量。三、在童鞋設計上，可採機能性為主，外觀為輔之設計方向，持續的研究和創新，了解消費者的喜好，設計符合消費者所需要的產品。四、未來台灣童鞋業者，應以品質為主要考量，由OEM至ODM再至OBM，並持續累積品牌知名度及提升品牌形象，方能在競爭激烈的國際市場上生存。對於未來相關研究領域研究者的建議為: 一、可再擴大研究地區，或研究對象延伸至學齡兒童就是國小的階段，六歲到十二歲，以使研究結果的推論能更具普及性。二、考量台灣未來自有品牌有逐漸增加之趨勢，在對品牌的屬性可再進一步的評估細分。

關鍵字

童鞋；金錢態度；消費者決策型態

並列摘要

The purpose of this study is to understand the pre-school children’s parents'money attitudes and consumer decision-making patterns and effects of the Taipei pre-school children parents’ attitude in decision-making style for buying children’s shoes. The results from the research could be a reference to related industries for products setting of customer level, product design, market survey and strategies. It also could be a source to related study. This work uses judgment sampling questionnaire study and implements it in researcher’s customers buying children's shoes. The research tools are “money attitude” and “customer decision-making”. SPSS statistics software is applied to data analysis and summary for the collected questionnaires. The statistical methods using in this the research are descriptive analysis, independent T sampling test and one factor analysis of variance. The summarized result: 1. “Gender” for pre-school children’s parents’ money attitude on “power”,“Conservative”, and “Quality” appears the huge differences. Male tends to prefer“power” to “Quality” and female is “conservative”. 2. “Gender” for pre-school children’s parents’ customer decision making displays difference significantly. Male tends to “Brand”. 3. There are obviously differences in “functional”, “physical appearance”, “brand”, and “distress” for the pre-school children parents’ decision-making style in buying shoes. The money attitude shows great impacts in “functional”, “physical appearance”, “brand” and “distress”. From the above results, the suggestions for relevant industry and future study are as follows: 1. For consumer decision-making trends, men tend to be brand-oriented. Thus, for male consumers, the marketing strategy should focus brand names as main appeal. 2. In terms of spending, women tend to be more conservative. As the result, the marketing strategy should focus on discounted sales. 3. Children shoe designs should based primary on functionality, supplemented by appearance. Continue to research, innovate, and understand consumer preferences in order to design products that consumers need. 4. For future Taiwanese children shoe makers should prioritize quality as main concern. From OEM to ODM then OBM, continuing to accumulate brand awareness and enhance brand image in order to survive in the highly competitive international market. Recommendations for future research: 1. The study area can be expanded, or the object of study extends to school-age meaning children in elementary school from six-year-old to 12 years in order to make the inference of the results can be more popular. 2. To consider the future trend with gradual increases of private brand of Taiwan, the intensive study for brand effect could be an interesting topic.