| Summary: | 碩士 === 國立臺灣師範大學 === 人類發展與家庭研究所 === 91 === 【英文摘要】
The purpose of this study was to investigate the parents’ consumer decision-making orientations about their children’s after-school activities. The methodology of this study adopted survey research. Based on Sproles and Kendall’s CSI device, the subjects from 489 parents in Taipei were measured in the terms of perfectionism, brand-conscious, value-conscious, novelty-and-fashion conscious, shopping avoider / time saver, confused / support-seeking, impulsive and careless, habitual and brand-loyal, and user consumer decision-making orientations.
Major results were shown as follows:
1) The most remarkable factors that influenced the parents’ decision-making orientations about their children’s after-school activities were user Orientation (83.4%), perfectionism Orientation (49.9%), shopping avoider / time saver Orientation (48.9%), and habitual and brand-loyal Orientation (44.2%). The result was complied with Sproles’.
2) The locations in which subjects inhabit made the result different; namely, the parents’ occupations, family income, and the whole family economic situations were taken into account when parents chose after-school activities about their children. The less economic ability they own, the less consumer qualification they get.
This study suggests more various curricula with the regular education system package to meet the pupils’ needs, and shorten the distance between the poverty and the wealth.
KEY WORDS: Parents, After-school Activities, CSI Scales, Consumer Decision-Making Orientation, Consumer Decision -
Making Styles.
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