Social stratification, money attitudes and consumer behavior--Teenage''s cell phone purchasing styles as an example

• Main Authors: Yen-ping Su, 蘇晏平
• Other Authors: Chao-hsien Leu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/41953725542399135348

碩士 === 南華大學 === 非營利事業管理學系碩士班 === 99 === 　　The study attempts to understand teenager’s money attitudes and consumer behavior by comparing cell phone purchasing styles of vocational students’ from different social stratification, as well as the difference among different background variables. 　 　　In order to achieve the research objectives, the study adopts questionnaire survey. 796 students from 5 schools in Taichung City, Changhua County and Nantou County were selected through the cluster sampling method. After coding the questionnaire, the researcher used descriptive statistics, dependent sample analysis of variance, independent sample t-test, ANOVA analysis, Pearson’s product-moment correlation and multivariate stepwise regression to carry out data analysis. Conclusions are as follows as follows: 　 　　First, 97.6% students have cell phones, 53.1% of them have their first cell phone in junior high school, and 50.4% parents provide money for it. 88.8% teenager buy cell phones for convenience which means they can contact their friends more easily. 　 　　Second, the money attitudes and consumer behavior of teenager from different social stratification don’t make significant differences, but their experiences of money and cell phone purchasing make significant differences. 　 　　Third, there are significant correlations between teenager’s " money attitudes " and " consumer behavior ", " money experiences "and " consumer behavior " ," cell phone purchasing "and " consumer behavior ", and also between "money experiences" and " money attitudes". 　 　　Fourth, teenager’s cell phone purchasing styles can be effectively predicted from their " money attitudes, " money experiences" and" cell phone purchasing " 　 　　Based on the findings of this research, the researcher makes some suggestions for money education and further studies.