台灣地區學童消費型態研究--以城鄉差異與家庭溝通模式觀點探討

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研究生：	顏寬鴻 Kuan-Hung Yen
論文名稱：	台灣地區學童消費型態研究--以城鄉差異與家庭溝通模式觀點探討 A Study of Children''s Consumption Patterns in Taiwan:From the Perspectives of Geographical Locations and Family Communication Patterns
指導教授：	李小梅 Shau-Mei Li 蔡明宏 Ming-Hong Tsai
口試委員:
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
畢業學年度：	90
語文別：	英文
論文頁數：	76
外文關鍵詞：	Consumption Patterns, Consumer Socialization, Children, Taiwan, Family Communication Patterns, Geographical Locations
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As the role of children in families is growing, and their consumption ability is boosted, the children’s spending is drawing much attention for primary markets, future markets, and important influencers. This makes it critical to explore children’s consumer behavior, to understand how a child becomes a consumer via the socialization process.
This study, based on the perspective of consumer socialization, examines the impact of geographical locations and family communication patterns on children’s consumption patterns. Geographical locations have categorized into urban and rural areas, and family communication patterns according to their socio-oriented and concept-oriented dimensions, including laissez-faire, protective, pluralistic, and consensual types. The discussed consumption patterns are broken down into consumption aspirations, brand knowledge, saving values, and spending values.
240 children were chosen from Taipei, Ilan, and Hualien to participate in the survey. The results indicate that their geographical location is correlated with a child’s consumption patterns, while there is some association between family communication patterns and consumption patterns. According to the analysis methodologies, the relationship between geographical location and a child’s saving values is significant, while location is only partially correlated with consumption aspirations, brand knowledge, and spending values. Furthermore, family communication patterns are only partially correlated with a child’s consumption aspirations and saving values, while there is no difference in brand knowledge and spending values. This study clearly indicates that urban children have a much higher savings rate than rural children, and more concept-oriented children prefer to save their money in the bank than do socio-oriented children.
All these discoveries are expected to have implications for marketers, government authorities, and educators concerned with the development of children’s consumer behaviors.

ABSTRACT………………………………………………………i
CONTENTS………………………………………………………ii
INDEX…………………………………………………………….iii
TABLE INDEX………………………………………………...iii
FIGURE INDEX……………………………………………….iv
CHAPTER 1     INTRODUCTION………………………….1
GENERAL DESCRIPTION OF THE AREA OF CONCERN…………...1
PROBLEM TO BE STUDIED……………………………………………2
THE PURPOSE OF THE PROPOSED RESEARCH PROJECT………...3
RESEARCH QUESTIONS…………………………………….………….3
CHAPTER 2     A REVIEW OF THE LITERATURE……..4
HISTORICAL BACKGROUND…………………………………………..4
CURRENT LITERATURE………………………………………………...11
CHAPTER 3     METHODOLOGY…………………………15
MODEL AND HYPOTHESES…………………………………………….15
DEFINITION AND MEASUREMENT OF VARIABLES………………..18
RESEARCH DESIGHN…………………………………………………...23
CHAPTER 4     RESULTS……………………………………25
METHODS OF DATA ANALYSIS………………………………………..25
RELIABILITY ASSESSMENT……………………………………………25
DESCRIPTIVE STATISTICS……………………………………………...27
HYPOTHESIS TESTING………………………………………………….28
CHAPTER 5     DISCUSSION……………………………….61
RESEARCH FINDINGS…………………………………………………..61
IMPLICATIONS AND RECOMMEDATIONS…………………………...63
LIMITATIONS……………………………………………………………..65
SUGGESTIONS FOR FUTURE RESEARCH……………………………66
REFERENCES…………………………………………………...68
APPENDIX……………………………………………………….72
FIGURE INDEX
FIGURE 2-1  Model of Consumer Behavior……………………………………….….5
FIGURE 2-2  Major Factors Influencing Consumer Buying Behavior…………….….5
FIGURE 2-3  The Consumer Socialization Model…………………………………….7
FIGURE 2-4  Family Communication Patterns…………………………………….….13
FIGURE 3-1  Framework of the Research……………………………………………..15
FIGURE 3-2  Family Communication Patterns…………………………………….….20
FIGURE 4-1  Plot of Coordinates of Geographical Locations and How to Spend……31
FIGURE 4-2  Tree Plot of Cluster Analysis of How to Spend………………………...31
FIGURE 4-3  Plot of Coordinates of Geographical Locations and Where to Spend…..35
FIGURE 4-4  Tree Plot of Cluster Analysis of Where to Spend……………………….35
FIGURE 4-5  Plot of Coordinates of Geographical Locations and Where to Actually Spend ……………………………………………………………………39
FIGURE 4-6  Tree Plot of Cluster Analysis of Where to Actually Spend …………….39
FIGURE 4-7  Plot of Coordinates of FCP and How to Spend…………………………47
FIGURE 4-8  Tree Plot of Cluster Analysis of How to Spend………………………...47
FIGURE 4-9  Plot of Coordinates of FCP and Where to Spend ………………………51
FIGURE 4-10  Tree Plot of Cluster Analysis of Where to Spend……………………..51
FIGURE 4-11  Plot of Coordinates of FCP and Where to Actually Spend ……………55
FIGURE 4-12  Tree Plot of Cluster Analysis of Where to Actually Spend…………...55
TABLE INDEX
TABLE 2-1  A Summary of Piaget’s Stages of Cognitive Development………………9
TABLE 3-1  The Family Communication Pattern Instrument, Socio-Orientation…...22
TABLE 3-2  The Family Communication Pattern Instrument, Concept-Orientation...22
TABLE 3-3　Population of Each District in Taiwan in June of 2001……………….….24
TABLE 4-1  Reliability………………………………………………………………...26
TABLE 4-2  Descriptive Statistics of the Sample Features……………………………27
TABLE 4-3  Crosstabulation of Geographical Locations and How to Spend…………29
TABLE 4-4  Chi-square Testing of Geographical Locations and How to Spend……...30
TABLE 4-5  Crosstabulation of Geographical Locations and Where to Spend……….33
TABLE 4-6  Chi-square Testing for Geographical Locations and Where to Spend…...34
TABLE 4-7  Crosstabulation of Geographical Locations and Where to Actually Spend…………………………………………………………………….37
TABLE 4-8  Chi-square Testing for of Geographical Locations and Where to Actually Spend….……………………………………………………….38
TABLE 4-9  Brand Knowledge According to Geographical Locations……………….40
TABLE 4-10  Saving Values According to Geographical Locations…………………..41
TABLE 4-11  Encouragement of Spending Values by Geographical Locations………42
TABLE 4-12  Forbidden of Spending Values by Geographical Locations…………….42
TABLE 4-13  Crosstabulation of Family Communication Patterns and How to Spend.45
TABLE 4-14  Chi-square Testing for FCP and How to Spend………………………...46
TABLE 4-15  Crosstabulation of Family Communication Patterns and Where to Spend…………………………………………………………………….49
TABLE 4-16  Chi-square Testing for FCP and Where to Spend………………………50
TABLE 4-17  Crosstabulation of Family Communication Patterns and Where to Actually Spend…………………………………………………………..53
TABLE 4-18  Chi-square Testing for FCP and Where to Actually Spend……………..54
TABLE 4-19  Brand Knowledge According to Family Communication Patterns……..56
TABLE 4-20  Saving Values According to Family Communication Patterns…………57
TABLE 4-21  Encouragement of Spending Values According to Family Communication Patterns………………………………………………...58
TABLE 4-22  Forbidden of Spending Values According to Family Communication Patterns………………………………………………………………….58
TABLE 4-23  Summary of Hypotheses and Actual Results…………………………...60

                                

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