|其他題名: ||The study of relationships among the taste preference, purchase involvement and the shopping tendencies of the consumers|
|作者: ||李筱瑩;Li, Shiao-ying|
|關鍵詞: ||口味偏好;購買涉入;購物傾向;Taste Preference;Purchase Involvement;Shopping Tendencies|
|上傳時間: ||2010-01-11 01:42:37 (UTC+8)|
In recent years, behavioristic psychologists have drawn the findings that the person who prefers different taste has different personality trait. The social activities and consumption behaviors that the consumers with different personality traits performed could be predicted . It infers that according to the personality traits, it can examine the buying behavior of the individual, and know the style of shopping tendencies. On the other hand, “ Purchase Involvement” also can be an important tool to predict the consumer behavior and distinguish the style of shopping tendencies. However, there are not any studies about the relationships among the taste preference, purchase involvement and the shopping tendencies of the consumers in the foreign or domestic countries. Therefore, the study is a exploratory research to analyze the relationship among the taste preference, purchase involvement and the shopping tendencies of the consumers, and to examine the difference among consumers with different taste preference, purchase involvement levels and shopping tendencies on the demographics.
The questionnaire survey method was used to collect the taste preference, purchase involvement of the mobile phone, shopping tendencies and demographic data of the students of In-Service Master Program of Business and Management Administration, Tamkang University. Then the data was analyzed by using SPSS software and tried to verify 27 hypotheses. From the study, we have drawn the findings as follow：
1.Consumers with different taste preference were not significantly different on the purchase involvement levels of the mobile phone.
2.Consumers with high and low purchase involvement levels were significantly different on the Conspicuous-Buying Style, but were not significantly different on the Impulsive-Buying Style, Market Maven Style and Rational-Buying Style. And comparing to the other three styles, the consumers who prefer spicy taste obviously shows more conspicuous.
3.Consumers with high purchase involvement levels obviously show the shopping tendencies of Conspicuous-Buying Style. And Consumers with low purchase involvement levels obviously show the shopping tendencies of Impulsive-Buying Style.
4.Consumers with different taste preference were not significantly different on the demographics variables including sex, age, job, years of work experience, education, marriage condition and monthly income.
5.Consumers with high and low purchase involvement levels were significantly different on the demographics variables including sex and age.
6.Consumers with different shopping tendencies were significantly different from sex.