The Study on Parenting Style and Purchase Decision of Extracurricular Materials－Taking Elementary Schools in Kaohsiung City as an Example

• Main Authors: LO HUI-CHEN, 羅惠真
• Other Authors: KAO SHIH CHOU
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/64dxrs

碩士 === 高苑科技大學 === 經營管理研究所 === 103 === Abstract In today’s society, the reading is the foundation for learning all courses, which is also indispensable in building lifelong learning. The life quality and the competition of children will be raised after they obtain indepent thought and solving-problem ability by reading. Parents play a very important role in cultivateing the reading habbit of children. They are supposed to encourage their children to participate in reading activities. The reading materials of children are popular in the educational market, and purchasing these materials is also a kind of consumer decision behavior. This study discusses the parenting style and consumption decision behavior of parents of elementary schools in Kaohsiung City for different family backgrounds, and analyzes the consumer decision-making styles for different parenting styles in the purchasing children’s reading materials. The questionnaire “Parenting Style and Purchase Decision of Parents of Elementary School Students in Kaohsiung” is constructed, and the study uses the cluster sampling, with 275 valid questionnaires returned. After analyzing by SPSS software, the conclusion: 1. The morjorty of parenting styles are “open and authoritative”. 2. For different “personal background attributes”, the “post-purchase behaviors” shows significant difference in “gender” and “the amount of consumption on extracurricular materials each year”. 3.The “personal background attributes” does not have significantly different “parenting style”. 4. “Parenting style” does not significantly affect “needs confirmation”, “information searching ”, and “option assessment” . 5. “Needs confirmation” and “selecting evaluation” to “post-purchase behavior” have a good explanatory power for predictive variables. 6. The “parenting styles” showes no significant difference on “post-purchase behaviors”. Keywords: Parenting Style, Purchase Decision, Extracurricular Materials