ABSTRACT
Paper name¡GThe Relations between Consumer Socialization and Consumer Behavior in Grade 5-6 Students of Primary School
The school¡]courtyard¡^the group leaves¡GNational Sun Yat-sen University,
Institute of China and Asia -Pacific Studies
Student¡GChien Hung-hsu
Instructs professor¡GDr. Weng Jai-hsi
In earlier days, Taiwan was an agricultural society and economic conditions of general families were rather poor. It was after the take-off of Taiwan economy that it brought progress and prosperity to Taiwan society and upgrading of living standard to families. These of course resulted in increase of consumption capacity as well as drop in age of consumers and increase of frequency of consumption behavior. Studying the consumption behavior of children can help the understanding of development of adults¡¦ mode of consumption behavior.
In this research, we adopted Questionnaire Survey and targeted at senior students of elementary school. The survey recovered 1,140 valid responses. The purpose of this research is in studying the effect of consumption behavior of senior students of elementary school with different background variables and consumption socialization. In this research, we divided consumption behaviors into Material Enjoyment, Calculated, Pulsating, Conspicuous types. Independent sample T test, ANOVA, Pearson Product / Difference Correlation and certain other statistical analysis method were employed to test the assumptions of the research.
Findings of the analysis of the results of research are: a. There is significant difference in parental influence over the socialization of consumption of senior students of elementary school with different background variables, b. There is significant difference in peer influence over the socialization of consumption of senior students of elementary school with different background variables, c. There is significant difference in TV commercial influence over the socialization of consumption of senior students of elementary school with different background variables, d. There is significant difference among students of elementary school with different background variables and e. There is significant correlation between socialization of consumption and consumption behavior of senior students of elementary school.
Finally, based on the result of the research, we present suggestions for reference of parents, schools and future researchers.
Key words: Consumer Behavior, Consumer Socialization, Students of Primary School.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0112109-204921 |
| Date | 12 January 2009 |
| Creators | Chien, Hung-hsu |
| Contributors | none, none, Jai-hsi Weng |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0112109-204921 |
| Rights | not_available, Copyright information available at source archive |
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