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Title:	青少年消費參與程度之相關研究
Authors:	徐千田
Contributors:	鍾思嘉徐千田
Date:	1988
Issue Date:	2016-05-04 14:31:10 (UTC+8)
Abstract:	論文提要內容: 目錄第一章緒論………1 第一節研究動機與目的………1 第二節研究問題與假設………11 第三節名詞詮釋………12 第二章文獻探討………15 第一節消費參與………15 第二節理論基礎與相關研究………21 第三節高參與和低參與之決策模式………30 第四節產品的分類與市場策略………39 第五節影響消費參與的其他因素………44 第三章研究方法………47 第一節研究對象………47 第二節研究工具………51 第三節資料分析………58 第四章研究結果………61 第一節期望和實際購買之產品………61 第二節產品參與程度的相關分析………64 第三節父母、朋友、廣告的影響………79 第四節購買參與程度之探討………82 第五章結論、討論與建議………101 第一節結論………101 第二節討論………104 第三節建議………108 參考書目………113 附錄………123 圖目錄圖2-1 訊息處理的四狀態模式(Four-orders model) ………25 圖2-2 產品分類策略圖………41 圖2-3 參與程度和收入之關係………46 圖4-1 最想買和最常買的產品在產品參與程度上之人數分配圖………66 圖4-2 性別和產品參與程度之關係………70 圖4-3 教育程度在最想買的產品上之產品參與程度………73 圖4-4 最想買的產品在努力程度、風險大小上的分佈圖………75 圖4-5 最常買的產品在努力程度、風險大小上的分佈圖………76 圖4-6 最想買的產品在產品參與程度、努力程度上的分佈圖………77 圖4-7 最常買的產品在產品參與程度、努力程度上的分佈圖………78 圖4-8 父母、朋友、廣告二者在最想買和最常買產品上之影響分配圖………81 圖4-9 教育程度對於性別和購買參與程度的影響………87 圖4-10 性別對於教育程度和購買參與程度的影響………88 圖4-11 地區和購買參與程度之關係………89 圖4-12 不同年齡之購買參與程度………91 表目錄表2-1 產品間的差異知覺──高、低之不同預期效果………25 表2-2 Kassar jian的消費者特質論………27 表2-3 高、低參與的消費決策過程………33 表2-4 高、低參與情境之採納過程………36 表3-1 各區學校分佈圖………48 表3-2 性別、地區、教育程度人數分佈表………48 表3-3 受試基本資料分配表………49 表3-4 產品種類………52 表3-5 購買參與量表各題目的平均數、標準差與總分的相關係數………55 表3-6 購買參與量表各因素之特徵值與解釋變異量………56 表3-7 購買參與量表之因素分析結果………56 表4-1 最想買和其次想買的產品人數、百分比、等第分配表………62 表4-2 最常買和其次常買的產品人數、百分比、等第分配表………63 表4-3 最想買和最常買產品參與程度之差異性考驗………65 表4-4 最想買和最常買產品參與指標之差異性考驗………66 表4-5 其次想買和其次常買產品參與程度之差異性考驗………67 表4-6 其次想買和其次常買產品參與指標之差異性考驗………67 表4-7 其次想買和最常買產品參與程度之差異性考驗………68 表4-8 其次想買和最常買產品參與指標之差異性考驗………68 表4-9 人口統計變項在產品參與程度上之平均數、標準差及F值………71 表4-10 教育程度在最想買的產品參與程度事後比較………73 表4-11 產品參與程度和努力程度之相關………79 表4-12 最想買和最常買的產品在父母、朋友、廣告影響上之差異性考驗………80 表4-13 人口統計變項在購買參與程度上之平均數、標準差及F值………82 表4-14 性別和教育程度在購買參與程度上之變異數分析摘要表………85 表4-15 教育程度在不同性別之購買參與程度上的人數、平均數、標準差及F值………86 表4-16 教育程度和性別在購買參與程度上之差異性考驗………86 表4-17 地區在購買參與程度上之人數、平均數、標準差及F值………89 表4-18 年齡在購買參與程度上之人數、平均數、標準差及F值………90 表4-19 人口統計變項和購買參與程度、產品參與程度之相關………93 表4-20 購買參與程度和產品參與程度、努力程度之相關………93 表4-21 不同購買參與程度在最想買產品上之人數、平均數、標準差及F值………94 表4-22 不同購買參與程度在其次想買產品上之人數、平均數、標準差及F值………95 表4-23 不同購買參與程度在最常買產品上之人數、平均數、標準差及F值………96 表4-24 不同購買參與程度在其次常買產品上之人數、平均數、標準差及F值………96 表4-25 不同購買參與程度在最想買產品上努力程度之人數、平均數、標準差及F值………97 表4-26 不同購買參與程度在最常買產品上努力程度之人數、平均數、標準差及F值………98 表4-27 不同購買參與程度時、父母、朋友、廣告三者在產品上之平均數、標準差及t值………99
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Description:	碩士國立政治大學心理學系
Source URI:	http://thesis.lib.nccu.edu.tw/record/#B2002005895
Data Type:	thesis
Appears in Collections:	[心理學系] 學位論文

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