消費型態與家庭生活背景之研究–以臺中市高中職學生為例

在現今社會富裕環境的影響下，父母給予子女的零用錢增加，再加上兼職工作風氣盛，學生可支配所得增加，因此消費能力也隨之提高。年輕消費族群是商業消費行為研究中不可或缺的一部分，尤其瞭解高中職學生之消費特性，可據以提供家庭和學校之消費輔導策略建置與推動，有助於企業鎖定高中職學生消費模式，提供有效果的行銷策略。本研究主要目的為：探討高中職學生之消費型態與家庭生活背景之關聯；以臺中市48所公、私立高中及高職學生為研究對象，採用隨機抽樣，共發出問卷720份，回收有效問卷數共700份，經由t 檢定、單因子變異數分析等統計分析後，獲得以下結果：一、高中職男性學生在個人主義消費型態、物質主義消費型態上，家庭生活背景之影響較女性學生顯著。二、不同學校類別及就讀年級的高中職學生在物質主義消費上差異較顯著。三、母親教育程度不同的高中職學生，在享樂消費型態上差異較顯著。四、零用金不同的高中職學生，在個人主義消費、物質主義消費與炫耀性消費型態上差異較顯著。五、高中職學生有打工經驗、出國旅遊與擁有名牌衣、鞋之學生在消費型態上有顯著差異。

關鍵字

高中職學生；消費型態；家庭背景

並列摘要

Under the influence of modern society rich environment, the consumption capacity of students are improved and disposable income increased, it is with the parents give their children pocket money increase, and the prevalence of part-time work. Consuming group of young people as a whole is an indispensable part in the study of commercial consuming behavior. Understanding the consuming characteristics of senior high school and vocational students can accordingly help families and schools to establish and promote consuming guidance strategies, so as to provide effective marketing strategies. The major purpose of this study is to examine the characteristics of consumption patterns, family backgrounds. The senior high schools and vocational students of Taichung's 48 public and private school as subjects, rrandom sampling, and a total of 720 questionnaires were issued, 700 valid questionnaires. The collected questionnaires are tested and analyzed by t-test, single-factor ANOVA, which then leads to the discussion of the differences of consuming attitudes from different individual background variables: 1.It is significantly that High school male student in the consumption patterns of individualism, materialism consumption patterns, and family background than female students. 2.It is more significant differences from different kind schools and grade of class in the consumption of materialism. 3.Mother's education level have different, it is more significant differences at hedonic consumption patterns. 4.The petty cash are not same, and then it is more significant differences at individualism, materialism, and conspicuous consumption patterns. 5.It is more significant differences at consumption patterns, students have part-time work experience, overseas travel and has brand-name clothing or shoes.