A Study of Consuming Motivations and Consuming Behaviors at Internet Coffee Shops After Class for Students of Ping-Zon High School in Pingtung City

• Main Authors: YenYuMin, 閻玉民
• Other Authors: 李俊憲
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/03712790141214894906

碩士 === 大葉大學 === 休閒事業管理學系碩士在職專班 === 93 === The research picked up 756 questionnaires from students of Ping-Zon High school in Pingtung city to understand their motivations and consumption behaviors after school at the Internet coffee shops. Statisitcis methods were applied to the research purposes, including reliability analysis, frequency, independent samples t-test, one-way ANOVA. The average score of curiosity in consumption motivation is 3.23, achievement is 3.27, and interaction is 3.50. All motivations are in medium level and the interaction in consumption motivation at Internet coffee shop is the highest. This research also found that different consumption behaviors such as, consumption periods, frequency, durations, costs, activities have significant differences on the consumption motivations. The recreation in Internet coffee shop had played an important role for young school students of their after school activities. The authority/ teachers/ parents, are holding negative attitudes & usually try to stop the move with prohibit regulation, or any other punishments. A suggestion is given by this research that all parties should take inductive measures to assist and to coach the students, and the Internet coffee shops will gradually become a normal & healthy recreation place. KeyWords: professional high school student, Internet café, consumption motive, consumption behaviors