A comparative study of consumer behavior between consumption voucher and cash

• Main Authors: Chen Chien-Kai, 陳建凱
• Other Authors: Liu Shu-Fang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/22854353737078684583

碩士 === 國立高雄應用科技大學 === 國際企業系 === 97 === The financial tsunami in the end of 2008, is the most serious economic crisis from the great depression in 1929. The terrible situation is more than the energy crisis, and the Asian financial storm. In order to minimize the impact of the financial tsunami, Taiwan government issues the consumption voucher. At this moment, the consumption voucher becomes the most hot topic. The difference of consumer’s behaviors will be studied on this research, while consumers create the independent mental account by using cash or consumption voucher. The statistic sample pool is defined as the person who is offered and able to consume. Also the questionnaire survey methodology is adopted. After collecting the effective questionnaires and running SPSS statistical software, the results are listed as follows. 1. For consumer’s view, consumption voucher is different from cash. The effect of non-fungibility is significiant. 2. There is no significance on the price sensitivity, while consumers use either consumption voucher or cash. 3. There is no significance on the impulsive buying, while consumers use either consumption voucher or cash. 4. The non-essential is bought by consumption voucher more than cash, but the necessary of life is purchased by cash more than consumption voucher.