| Summary: | 碩士 === 臺北市立教育大學 === 社會科教育學系碩士班 === 97 === This study aimed to understand the consumer knowledge of the senior-grade elementary school students in Taipei City. It explores how students’ personal background influences their personality, consumer knowledge and consumer behavior. It also discusses the relationship between students’ personality and consumer knowledge as well as consumer behavior respectively. This study employed the survey questionnaire research method. The subjects in this research were the senior-graders at elementary schools in Taipei City in 2008. A sample of 876 students was selected with the effective sample size 866. To fulfill the purpose of the research, literature review was conducted first to understand the theory of personality, consumer knowledge and consumer behavior, and related researches. It was then used as the basis to design questionnaire, analyze data, find results, and draw conclusion with discussion. Using SPSS software, the data collected was processed with statistical analysis such as the descriptive statistics, t-test, one way ANOVA and the Pearson correlation analysis. The research findings were organized, leading to a conclusion and further suggestion for families, schools, relevant organizations and future researches. The conclusion can be summarized as below：
1.The senior-graders at elementary schools in Taipei answered 69.04% of questions correctly on the overall measurement scale of consumer knowledge. Such rate is relatively low, which identified a fact that the subjects are lacking in the consumer knowledge. Hence further progress could be expected in the future.
2.The difference of genders were found significant on its relationship with the personality, consumer knowledge and consumer behavior.
3.The difference of number of siblings in the family was not found significant on its relationship with their personality, consumer knowledge and consumer behavior.
4.The higher the education of the subjects’ fathers received, the greater significant differences on subjects’ personality and consumer knowledge were found; whereas there was no significant difference in their consumer behavior.
5.The higher the education of the subjects’ mothers received, the greater significant differences on subjects’ personality, consumer knowledge and consumer behavior were found.
6.The differences of the ways how subjects gained allowance were found significant on their consumer behavior; whereas there were no significant differences on their personality and consumer knowledge.
7.The difference of the amount of subjects’ allowance per month was found significant on their consumer behavior; whereas there were no significant differences on their personality and consumer knowledge.
8.A student’s personality and consumer behavior positively correlated. It indicated that subjects’ personality affected their consumer behavior.
9.A student’s consumer knowledge and consumer behavior also positively correlated. It indicated that subjects’ consumer knowledge affected their consumer behavior.
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