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    Title: 以消費者社會化模型探討父母對青少年線上購物行為之影響
    Other Titles: Study parents influence adolescent of purchase behavior in the online context on the model of consumer socialization
    Authors: 廖芷尉;Liao, Chih-wei
    Contributors: 淡江大學管理科學研究所碩士班
    牛涵錚;Niu, Han-jen
    Keywords: 青少年生命週期;消費者社會化;家庭溝通型態;線上購物行為;Consumer Socialization;Adolescence Life Cycle;Family Communication Patterns;Online Purchase Behavior
    Date: 2010
    Issue Date: 2010-09-23 16:17:26 (UTC+8)
    Abstract: 網路消費世代的來臨,以及現代家庭結構中心的轉變,青少年的消費力已大幅提高,且父母親的影響仍就不容輕視,家庭溝通模式為父母與孩子間重要的學習橋樑。此外文獻中指出家長職業及教育程度、學童年齡及成績、城鄉差別等變項對於學童的零售消費知識與技巧有顯著差異(洪慕妮,1992)。因此本研究透過消費者社會化模式,以青少年為研究對象,並將青少年按週期分為不同的群體,來探討家庭社經地位是否會影響家庭溝通型態,再進一步欲瞭解家庭溝通型態不同對於青少年線上購物行為的影響 。
    本研究以台灣地區16~30歲青少年為主要的研究對象,採用網路問卷及人工隨機的方式進行發放,回收1355份扣除無效問卷204份,實際進行分析的問卷共計1151份(有效問卷回收率85.7%)。其究結果發現,青少年對於線上購物,會受到青少年生命週期與部份家庭社經地位不同,而產生強迫性購物行為,家庭溝通型態也會受到青少年生命週期與部份家庭社經地位不同而影響,父母婚姻關係只會受到部份家庭社經地位不同而影響。青少年生命週期會影響青少年線上購物行為,會影響父母在家中的溝通型態,進而表示青少年生命週期對於不同的家庭溝通型態,會產生青少年在線上購物行為的影響。
    The internet consumer generation is coming and the center of the family structure has been changed. The spending power of young people has increased significantly and the parents impact of young people spending. The family communication patterns between parents and children for the important learning bridge. Therefore the study of the consumer society model to young people as the research object and adolescent an cycle is divided into different groups to explore the social economic status will affect the family communication patterns. And then to further understand family communication for the young people of different online shopping behavior.
    The study used 16 to 30 year-olds adolescents as the main object of study with online questionnaires and release artificial random manner. We distributed 1355 questionnaires by internet. There are 1151 valid samples that can be adopted in this research. The percentage of valid samples to all survey questionnaires is 85.7%. We use statistical software called SPSS18.0 to analyze the data. The study found that online shopping for adolescents will be part of the life cycle and different socioeconomic status produce compulsive shopping behavior. The adolescent life cycle and different family socioeconomic status would be impact of family communication patterns. The different majority of family socioeconomic status would be impact of parental marital relationship. The adolescent life cycle would affect the youth of online shopping behavior and would affect the parents in the communication style.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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