國小女性教師自我認同與名牌包消費決策型態之相關研究——以高雄市為例

The Relationship between Self-Identity and the Consumer Decision-making Styles of the Designer Handbags for Female Teachers of Elementary Schools: Take Kaohsiung City as an Example

本研究旨在探討國小女性教師自我認同與名牌包消費決策型態之現況與關係，並利用問卷調查法取得有效問卷147份，以SPSS 22.0版進行描述性統計分析、t考驗、單因子變異數分析、皮爾遜積差相關係數和多元迴歸分析等資料分析，獲得結論如下：（一）國小女性教師自我認同傾向「個人認同」；名牌包消費決策型態以「品質型」居多。（二）30歲以下的國小女性教師自我認同較傾向於「社會認同」。（三）30歲以下、未婚的國小女性教師，名牌包消費決策型態以「享樂型」居多。（四）每月個人收入4萬元以下、未婚的國小女性教師，名牌包消費決策型態以「從眾型」居多。（五）國小女性教師的自我認同與名牌包消費決策型態有顯著相關，其中以「形象認同」與名牌包消費決策型態關係最為密切。 The study aims to discuss the relations between the self-identity of female teachers in the elementary school and their consumer decision-making styles of the designer handbag. Methodologically, the study adopts questionnaire survey. 147 data collected and analyzed by descriptive statistics, t-test, one-way ANOVA, Pearson product-moment correlation, and multiple regression analysis. The research conclusion can be made as follows, (a)The self-identity of female teachers in the elementary school is most likely to be the ?personal identity?; the consumer decision-making style of the designer handbag is mainly focused on the ?quality style.? (b) The self-identity of female teachers in the elementary school under 30 years old is more likely to be ?social identity.? (c) For the female teachers in the elementary school, who are under 30 years old and unmarried, the consumer decision-making style of the designer handbag is mainly focused on the ?enjoyment style.? (d)For the female teachers in the elementary school, who are unmarried and whose monthly income that goes less than forty thousand dollars, the consumer decision-making style of the designer handbag is mainly focused on ?conformity style.? (e)The self-identity of female teachers in the elementary school is closely related to their consumer decision-making styles of the designer handbag, and the ?image identity? is most closely related to the consumer decision-making styles of the designer handbag.