超商集點贈品對國小學童消費行為之影響：以桃園縣國小高年級學童為例

The Influence of the Convenient Store’s Complimentary Gift to Elementary School Student’s Consumer Behavior: Taoyuan County Elementary School Higher Grades Student for Instance.

張瓊文(Chiung-Wen Chang)

指導教授 ： 劉宜君

元智大學/人文社會學院/社會暨政策科學學系/碩士(2011年)

https://doi.org/10.6838/YZU.2011.00094

摘要

便利商店的集點活動雖然已有六年的歷史，但仍有消費者持續展現集點的熱誠，這究竟是贈品太迷人了，還是認為贈品是棄之可惜的額外利得呢？若主角換成是未成年之孩童，其面對集點贈品的反應又是如何呢？孩童在便利商店的市場中，其消費金額雖不高，但透過其要求父母購買的影響力，已為便利商店的業績貢獻不少。
本研究藉由贈品為中介變項，尋找其與消費行為之關連性；並採用問卷調查法，共發出486份問卷，回收有效問卷為456份，回收率為93.8%。調查所得資料以描述性統計分析、卡方檢定、t檢定、單因子變異數分析、史皮爾曼相關係數分析等方法來進行統計分析。
本研究的主要發現如下：
一、國小學童為「策略集點者」之特徵為：每週有零用錢之便利商店常客、感受到的集點價值高於一般學童、集點活動對他的吸引力高於一般學童、具有小巧可愛與卡通造型之統一超商贈品能促使他付諸集點行動。
二、國小學童為「積極集點者」之特徵為：每週零用錢數量「高於100元」與「50元至100元」的國小學童、常去便利商店消費之學童、集點行為與小巧可愛及卡通造型的贈品特色之相關性較大。
三、國小學童為「理性集點者」之特徵為：女生的機率大於男生、集點行為與有功能性及有益智性的贈品特色之相關性較大。
四、國小學童最認同理性集點的消費行為。
五、國小學童最喜歡有功能性的贈品。
針對上述結果，本研究對於家長提出建議：1.給予孩童使用零用錢的正確觀
念、2.家長可協助孩童妥善收藏物品；對業者之建議：1.贈品可加強「有功能性」、「小巧可愛」與「卡通造型」等特色、2.可擴大策略聯盟的範圍。

關鍵字

國小學童 ； 便利商店 ； 消費行為 ； 集點贈品

並列摘要

Though the convenience store’s collection point’s activity has had six years, still have the consumers continue to show their enthusiasm of collecting the point. This is on earth the complimentary is so attractive, or they think the complimentary is the extra profit and to be unwilling to throw away. If the leading roles change to the infant children, what is their reaction of the complimentary of the collection point? The children in the convenience store’s market, though their consumer price isn’t high, by the way of asking their parents to buy, they’ve already contributed the triumph of convenience store.
This research via the complimentary for the intermediary variable, and seek the relation of the complimentary and the consumer behavior. The research adopted questionnaire survey method. The study sends out 486 copies of questionnaires to the teachers and 456 copies are valid and the response rate is 93.8%. The data was analyzed by the statistic methods of descriptive statistics, x²-test, t-test, One-way ANOVA, and Spearman's rank correlation.
The conclusions of the search are as follows.
1. The primary school children’s feature of the tactical people who collect point:
The convenient store’s patron who has pocket money every week, his feeling of collection point’s value is higher than general children; the attraction of the collection point’s activity also is higher than general children. The convenient store’s cute complimentary gift can urge him to do that action.
2. The primary school children’s feature of the active people who collect point:
The pocket money amount "above $ 100" and "between $ 50 and $ 100 worth of" primary school children, the student who often goes to convenient store, the relativity of the collection point behavior and the cute, cartoon characteristic’s feature are bigger.
3. The primary school children’s feature of the rational people who collect point:
The girl is much higher than the boy (collection point’s rate). The relativity of the collection point’s behavior and the complimentary which is functional and puzzle are bigger.
4. The elementary school student identifies the most about the consumer
behavior of the rational collection point activity.
5. The elementary student like the most is the complimentary which has function.
According to the above results, the study regards to the parents’ suggestion as below:
1. Give the correct view of pocket money to children.
2. Parents can help children collect the goods properly.
The study with regards to the business’ suggestion:
1. Gifts can add more designing cute, cartoon or other functional features onit.
2. May expand the marking strategic alliance.

並列關鍵字

elementary school student ； convenient store ； consumer behavior ； complimentary gift

參考文獻

黃麗霞（2002）。〈贈品促銷型式對消費者的知覺價值與購買意願之影響〉。台灣

為指標〉。國立中央大學企業管理研究所碩士論文。

林麗華（2006）。〈桃園縣國小高年級學童金錢態度與消費行為之研究〉。台北

黃麗美（2006）。〈台北市國小高年級學童金錢觀與消費型態之研究〉。台北市立

張高賓（2004）。〈家庭心理環境、親子關係與兒童情緒經驗之關係探究〉。《中華