國小高年級學生對不同產品類別價格知覺之研究---以桃園縣地區為例

A Study on Elementary School Students’ Price Perceptions of Products from Different Categories---An Example in Taoyuan County

紀佳彤(Chia-Tung Chi)

指導教授 ： 廖淑伶

元智大學/管理學院/管理研究所/碩士(2006年)

摘要

本研究旨在探討桃園縣地區國小高年級學生，購買不同產品類別時，其資訊來源、父母金錢教養、物質主義及金錢態度對價格知覺的影響。經由產品類別前測，選出手機、衣服與飲料，代表特殊品、選購品與便利品。
本研究採用分層比例方便叢集抽樣，抽取桃園縣國民小學高年級學生共18個班級，合計540位學生進行問卷調查。問卷資料以敘述性統計、百分比、複迴歸與t檢定等統計方法加以分析。研究結果發現：
一、「內部資訊來源」對國小高年級學生購買特殊品與選購品的價格知覺有顯著影響；「外部資訊來源」對國小高年級學生購買特殊品的價格知覺有顯著影響。
二、「父母親金錢教養」對國小高年級學生購買特殊品的價格知覺有顯著影響。
三、「財物成功」對國小高年級學生購買特殊品的價格知覺有顯著影響；「獲取中心」對國小高年級學生購買便利品的價格知覺有顯著影響；「獲取快樂」對國小高年級學生購買特殊品與便利品的價格知覺有顯著影響。
四、「權力」、「不信任」與「焦慮」對國小高年級學生購買特殊品、選購品與便利品的價格知覺有顯著影響；「保留」對國小高年級學生的價格知覺不俱影響力；「著迷」對國小高年級學生購買選購品的價格知覺有顯著影響。
五、男生對特殊品與便利品的價格知覺比女生高。有儲蓄習慣的學生對選購品的價格知覺較低。有零用錢的學生對特殊品與選購品的價格知覺較高；對便利品的價格知覺較低。
六、國小高年級學生對特殊品與便利品的價格知覺高於選購品。

關鍵字

產品類別 ； 資訊來源 ； 父母金錢教養 ； 物質主義 ； 金錢態度 ； 價格知覺

並列摘要

The purpose of this study is to explore the effects on price perceptions, through information sources, parents’ money rearing, materialism, and money attitudes, when elementary school students purchase products of categories. Specialty goods, shopping goods, and convenience goods are three major categories derived, in which cellular phones, clothes and beverages represent them relatively, according to the results of the product category pretest.
This study adops a questionnaire survey method and stratified-cluster sampling. Samples are drawn from the fifth and sixth grade students of elementary schools located in Taoyuan County, including eighteen classes (n=540). The collected data are analyzed by descriptive statistics, percent, multiple regression and t-test.
The major results of this study are as following:
I.The internal information sources have significant effects on the elementary school students’ price perceptions of purchasing specialty goods and shopping goods. The external information sources have significant effects on the elementary school students’ price perceptions of purchasing convenience goods.
II.The parents’ money rearing has significant effects on the elementary school students’ price perceptions of purchasing specialty goods.
III.The possession-defined success has significant effects on the elementary school students’ price perceptions of purchasing specialty goods. The acquisition centrality has significant effects on the elementary school students’ price perceptions of purchasing convenience goods. The acquisition (as the pursuit) of happiness has significant effects on the elementary school students’ price perceptions of purchasing specialty goods and convenience goods.
IV.The power, the distrust and the anxiety have significant effects on the elementary school students’ price perceptions of purchasing all categories of products. The retention has no effect on the elementary school students’ price perceptions of purchasing all categories of products. The obsession has significant effects on the elementary school students’ price perceptions of purchasing shopping goods.
V.Boys have higher price perceptions of specialty goods and convenience goods than girls do. Participants who have saving habits have lower price perceptions of shopping goods. Participants who have allowance have higher price perceptions of specialty goods and shopping goods, but have lower price perceptions of convenience goods.
VI.The elementary school students have higher price perception of specialty goods and convenience goods, and lower price perception of shopping goods.

並列關鍵字

Product Category ； Information Sources ； Parents’ Money Rearing ； Materialism ； Money Attitudes ； Price Perception

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