高雄市青少年生活型態與使用網路購物行為之研究

網際網路普及帶來的便利性改變了現代消費者的消費習慣，加上企業透過網際網路銷售的比例逐漸提高，網路消費已成為產品主要零售管道之一。雖然台灣的網路購物市場不大，網路購物發展亦起步比較晚，但隨著全球購買趨勢與消費模式的改變，且在政府與民間企業大力投入資源，網路購物將成為消費通路重要的一環。　　本研究以問卷發放方式進行資料蒐集，並以因素分析、項目分析、獨立樣本T檢定與單因子變異數分析進一步進行資料分析與解釋，經萃取後，本研究所定義之生活型態濃縮為以下三項，包含「精打細算」、「追逐流行」、「隨心所欲」。另外，在人口統計變數上，考量本研究的需求，僅以「性別」、「年齡」、「零用錢」三項作為變數。研究結果顯示，又以「零用錢」與「是否上網購物」對於不同生活型態的青少年明顯有顯著影響。就「零用錢」而言，青少年的零用錢大多都是父母所給予，對於商品的金額，就顯得更為重要。就「是否上網購物」而言，購物習慣的改變與全球購物趨勢，使得青少年更早出現上網購物行為。

關鍵字

生活型態；網路購物；人口統計變數

並列摘要

Popularity of Internet has brought convenience to change the modern consumer habits, plus the proportion of enterprises via Internet sales gradually increased, network consumption has become one of the main retail pipeline products. Although Taiwan's online shopping market is not big, the development of online shopping has started relatively late, but with the global buying trends and changes in consumption patterns and in the government and private enterprise to dedicate resources to the consumer online shopping will become an important passageway a ring. In this study, a questionnaire payments for collecting information and factor analysis, project analysis, independent sample T test and one-way analysis of variance for further data analysis and interpretation, after extraction, the definition of this study was concentrated in the following lifestyle three, including the "budget", "chasing pop", "arbitrary." In addition, the demographic variables, taking into consideration the needs of the present study, only "sex", "ages", "pocket money" as the three variables. The results show, on "pocket money" and "whether the online shopping" obviously have significant impact on young people with different lifestyles. On "pocket money", the teenagers are mostly parents pocket money given for the amount of goods, it is even more important. On "whether the online shopping", the shopping habits change and global shopping trends, which appeared earlier teenagers online shopping behavior.