兒童電視收視行為之消費者行為研究

A Study of Children's Behaviors-The Influence of the TV Watching Behaviors on Consumer Behaviors

陳彥均(Yen-Chun Chen)

《北市教大社教學報》 8-9期 (2010/12) Pp. 173-199

https://doi.org/10.7035/PSCTSCHP.201012.0173

摘要

兒童是電視節目與廣告的主要收視群，兒童在收看電視時無形中會受到節目及夾雜在節目間的廣告影響，本研究以年級、性別、出生序、家庭結構、零用錢相關經驗、電視收視行為、相關商品消費行為等為變項，分別予以探討，以了解各變項間的情形與相關性。本研究採問卷調查法，以臺北市22所小學的高年級學童進行調查研究，茲將本研究的主要發現簡述如下：國小學童的收視行為會受到年級、性別、出生序、家庭狀況與電視機數量影響而產生差異；國小學童的消費型態分為理智經濟型、新奇階段型、節儉儲蓄型、從眾衝動型四類，其中理智經濟型、節儉儲蓄型有偏高的趨向；消費行為與型態會受到年級、性別、出生序、儲蓄習慣與零用錢支配狀況影響而產生差異；國小學童的收視時間與消費動機、行為、消費型態有相關；收視動機與消費動機、消費型態有相關；電視廣告態度與消費動機、消費型態有相關；消費動機、消費訊息、消費評估原則與消費型態有相關。最後根據研究結果提出建議，供家長、教育單位及未來研究者參考。國小兒童是電視節目與廣告的主要收視群，兒童在收看電視時無形中會受到節目及夾雜在節目間的廣告影響，因此，高年級兒童電視收視行為與消費行為之現況為何，以及彼此間是否有所關聯，是值得了解與研究的問題。

關鍵字

電視收視行為 ； 消費者行為 ； 消費型態

並列摘要

Children are the major watching group of television's program and advertising, their behaviors will be effected by TV programs and its advertisements. This study is on the basis of studying the following variable factors respectively: grade, sex, birth order, family structure, pocket money consumer behavior experiences, television watching behaviors, and the related consumer behavior to understand the discrepancies with correlation of every variable factors. This study was made by means of questionnaire survey, twenty two (22) primary schools in Taipei City elementary school with senior-grade students to conduct Q&A. The major findings of this study weresummarized as follows: Elementary school students' TV watching behaviors is effected by grade, sex, birth order, family status and TV quantity, these effected factors will cause TV watching diffential behaviors. Elementary school children's consumption types can be divided into the following four by categories: rational economic, novel phase, thrift saving and impulse motion to conform audience, of the which the types of rational economic and thrift savings having a tendency to increase. The consumer behavior and consumption types will be effected and caused differential by grade, sex, birth order, money savings habits, and dominance status of pocket money. The TV watching time is related to consumption motivation and behavior and type of consumption, the TV watching motivation is related to consumption motivation and type of consumption, TV ad attitude is related to motivation and types of consumption. Elementary primary school students' consumption motivation, consumption information, consumption consumer assessment principles are related to consumption types. Finally, submitting the recommendations based on the above study results to parents, education authorities and future researchers for reference.

並列關鍵字

television watching behavior ； consumer behavior ； consumption types