高雄縣國小教師不同世代、生活型態與消費者決策型態之相關研究

Study on Lifestyle and Consumers’ Decision Making Styles among the Different Generations of Elementary School Teachers in Kaohsiung County

陳菁菁(Chin-Chin Chen)

指導教授 ： 李寧遠博士

台南應用科技大學/生活科技學院/生活應用科學研究所/碩士(2009年)

摘要

生活型態是指個人或團體在社會上的生活與行為模式，可視為個人配置時間、精力和金錢的問題。消費者決策型態是指消費者在逛街購物時的心理情感與認知導向，能一致支配消費者的選擇。基於不同世代間之獨特性概念，世代間可能存在著差異現象。教師工作性質特殊，且環境單純化，然而實際呈現出的生活型態和消費者決策型態為何，是本研究所欲探討的主題。
本研究以國小教師為研究對象，探討人口統計變項、不同世代、生活型態與消費者決策型態，四個變項之間的相關及差異情形。採用分層隨機抽樣方式發放問卷，針對高雄縣636位國小教師進行調查，探討不同世代國小教師，生活型態與消費者決策型態之差異與影響狀況。經本研究之實證分析後發現，婚姻狀況對國小教師生活型態有顯著相關。性別、教育程度、婚姻狀況、居住地區、購屋需求對國小教師消費者決策型態有顯著差異。不同世代的國小教師，其在生活型態、消費者決策型態、儲蓄習慣、購屋需求，四個變項上有顯著相關。不同生活型態的國小教師，消費者決策型態有顯著差異。不同世代國小教師（包含四年級生、五年級生、六年級生、七年級生），生活型態與消費者決策型態有顯著差異。

關鍵字

國小教師 ； 世代 ； 生活型態 ； 消費者決策型態

並列摘要

Lifestyle refers to individuals or groups of living and behavior patterns in the community, it can be regarded as personal allocation of time, energy and money. Styles of consumers’ decision-making refer to consumers shopping at the time of psychological feelings and cognitive oriented, it can consistently control consumers’ choices. Between different generations based on the uniqueness of the concept, inter-generational differences may exist, research of generation is therefore meaningful. The special nature and simple environment of the work of teachers, however what is the actual lifestyle and consumers’ decision-making styles. This study is targeted at elementary school teachers to explore the demographic variables, different generations, lifestyle and consumers’ decision-making styles, these four variables correlation and differences. This study used a stratified random sample questionnaire. This study is aimed at Kaohsiung County, 636 elementary school teachers to investigate. This study is to explore Kaohsiung County elementary school teachers, the different generations, lifestyle and consumers’ decision-making styles of differences in status and influence. After the empirical analysis of this study found that the marital status of elementary school teachers were significantly related to lifestyle. Sex, education level, marital status, living area and housing demand for primary teachers in the consumers’ decision-making styles were significantly different. Different generations of elementary school teachers in their lifestyle, consumers’ decision-making styles, savings habits and housing demand, the four variables have a significant correlation. Elementary school teachers of different lifestyle, their consumers’ decision-making styles were significantly different. Elementary school teachers of different generations ,i.e. the “fourth-grade generation”, the “fifth-grade generation”, the “sixth-grade generation” and the “seventh-grade generation”, their lifestyle and consumers’ decision-making styles were significantly different.

並列關鍵字

elementary school teachers ； different generations ； lifestyle ； consumers’ decision making styles

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