本研究旨在瞭解國中生的消費者態度現況,並探查國中生的個人 因素與環境因素不同,對消費者態度的影響。 本研究以474位台北縣市六所國中二年級學生為研究對象,採自編之「國中生消費者態度問卷」,研究結果發現:(一)國中生的消費者態度現況:對商品的態度方面,各取向的商品態度人數比例依次為:完美主義取向(90.5%)、價值意識取向(90.5%)、差不多取向(71.7﹪)、新奇流行取向(70.0%)、商標意識取向(58.6%)、省時滿意取向(48.5%)。對金錢的態度方面,各類型的人數比例依次為:實際型(96.2%)、節約型(71.7%)、慷慨型(38.2%)。對廣告資訊的態度方面,依次為:自我肯定型(70.3%)、依賴型(54.9%)、盲從型(45.6%)、聽其自然型(41.1%)、完全信服型(24.3%)。國中生對廠商的態度方面,抱持中性的態度者有69.2﹪、持不信任的態度者55.3%、持信任的態度者有35.4%。此外,國中生對消費者權利與消費者義務皆抱持著積極而正向的態度。(二)在影響因素方面:「性別」、「零用錢領取方式」、「零用錢金額」、「社經地位」、「儲蓄習慣」等個人因素以及「家人的影響」、「電視的影響」、「就讀學區」等環境因素皆會影響國中生的消費者態度。 本研究建議:學校應教導國中生對商品選擇具有合宜的價值觀,不應抱持著差不多取向的商品態度;加強學生對廣告資訊的識讀能力,培養正確的態度;教導學生明瞭交易市場上潛在的危險,對廠商要持有適度的警覺態度。此外在課程設計上,要考慮學生本身不同的個別差異及週遭環境的影響。 關鍵詞:消費者態度、國中生、對商品的態度、對金錢的態度、對廣告資訊的態度、對廠商的態度、對消費者權利與義務的態度
This study aims to investigate consumer attitudes of junior high students and to explore the personal and environmental factors that affect their consumer attitudes. In this study, 474 second-year students of six junior high schools in Taipei City and in Taipei County participated in the survey research of “Consumer Attitudes Survey of Junior High School Students.” In conclusion, this study first summarizes the following main findings of students’ consumer attitudes: (1) the consumers’ attitudes toward products:Perfectionism Orientation (90.5%), Value Orientation (90.5%), No-difference Orientation (71.7%), Fashion Orientation (70.0%), Brand Orientation (58.6%), Time-saving Orientation (48.5%). (2) consumer s’ attitudes toward money:practical style (96.2%), saving style (71.7%), spending style (38.2%). (3) consumer s’ attitudes toward advertisement information:confident style (70.3%), expertise- dependent style (54.9%), blindly-following style (45.6%), careless style (41.1%), believing-advertisement style (24.3%). (4) consumer s’ attitudes toward merchants:neutral attitudes (69.2%) , unreliable attitudes (55.3%), reliable attitudes (35.4%). (5) the consumer s’ attitudes toward consumer rights and obligations: The subjects take positive attitudes toward consumer rights and obligations. Besides, the significant factors that affect students’ consumer attitudes include the sex, the way of their getting pocket money, the amount of their pocket money, their family- status, their saving habits, influence of the TV, their family, and their school location. KEY WORD: consumer attitudes, junior high students, the consumers’ attitudes toward products, the consumer s’ attitudes toward money management, the consumer s’ attitudes toward advertisement information, the consumer s’ attitudes toward merchants, the consumer s’ attitudes toward consumer rights and obligations