青少年對不同產品類別價格知覺之研究---以桃園縣國民中學學生為例

A Study of Adolescents’ Price Perceptions of Products from Different Categories – An Example of Junior High School Students in Taoyuan County

林宏蓮(Hung-Lian Lin)

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

青少年的消費行為異於一般消費者，因其受限於經濟來源，無法一次購買太貴的商品，但對於商品的執著與同儕間對消費行為的互相影響，卻可能造成青少年大量消費的風潮與持續購買。能找出影響青少年消費的因子，就能針對青少年消費市場擬定更符合其需求的行銷策略。
本研究在探討資訊來源、產品涉入程度、物質主義傾向及個人因素等自變數，當青少年購買三種不同產品類別時，是否影響依變數-價格知覺，並分別就價格知覺總體及價格知覺六個子量表兩類來檢定。經過產品類別前測，選出以飲料、牛仔褲、數位相機來代表便利品、選購品、特殊品。
研究結果發現：
一、內部資訊來源及零用錢來自其他長輩的比例，對青少年購買選購品時的價格知覺有顯著影響。
二、外部資訊來源及涉入程度對青少年購買各種產品的價格知覺均有顯著影響。
三、認為擁有財物即是成功的青少年，其購買便利品及選購品之價格知覺較高。
四、因財物之獲得而感到快樂的青少年，在購買便利品及特殊品時，其價格知覺較高。
五、男學生在購買選購品及特殊品時，價格知覺較女學生高。
六、青少年家中兄弟姊妹愈多、零用錢金額愈高、零用錢來自父母之比例愈低、及零用錢來自作家事酬勞之比例愈高，則其購買便利品時的價格知覺愈低。

關鍵字

青少年消費者 ； 資訊來源 ； 價格知覺 ； 產品類別 ； 物質主義 ； 涉入

並列摘要

Unlike other consumers, adolescents are not able to buy expensive products at one time due to their limited financial sources. However, their commitment to products and the mutual influence of peers on each other may result in heavy consumption and continued purchase. If we could identify the influential factors of adolescent consumption, we would be able to come up with marketing strategies for the adolescent market that best meet their needs.
The objective of this study is to examine the effects of several independent variables, including information sources, product involvement, materialistic tendencies and personal factors, on the dependent variable, price perception, when adolescents purchase products from three different categories. A statistical test was conducted on the overall price perceptions and 6 subscales of price perceptions. Based on the results of our product category pretest, we chose beverages, jeans and digital cameras to represent convenience products, shopping products and specialty products.
The results of this study are:
I. The internal information sources and percentage of pocket money from other elder members of the family have significant effects on adolescents’ price perceptions of shopping products.
II. The external information sources and involvement have significant effects on adolescents’ price perceptions of all categories of products.
III. Adolescents who believe owning property is a symbol of success have relatively high price perceptions of convenience products and shopping products.
IV. Adolescents who feel happy about acquiring property have relatively high price perceptions of convenience products and specialty products.
V. Male adolescents have higher price perceptions of shopping products and specialty products than female adolescents.
VI. Adolescents who have more siblings, more pocket money, lower percentage of pocket money from parents, and higher percentage of pocket money from doing housework have lower price perceptions of convenience products.

並列關鍵字

Adolescent ； Information Sources ； Price Perception ； Product Category ； Materialism ； Involvement

參考文獻

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