臺灣地區民眾之消費動機與習性

A Study on Some Consumer Orientations and Motives for Consumption of the Residents in Taiwan

本文主要是針對台灣地區民眾的消費習性與動機做一個作初步分析。本研究採用社會調查法，在全省和北高兩市用分局機率抽樣法進行抽樣，共得有效樣本1946人。作者選擇四個基本人口變項－－性別、年齡、教育程度、和全家收入作為解釋變項，期望能將台灣地區消費者的輪廓，依照這個解釋變項的區隔描繪出來。作者採用多重指標和潛在變項建構一個LISREL結構分析模式。從分析所得的結果中顯示：教育程度是最重要的解釋變項，因為教育程度的高低確實影響消費者社會表達性的購物動機，理性消費傾向等。其他如，年齡和性別卻只對衝動性購物、理性消費技巧、和社會表達性的購物動機。全家收入也對消費行為有或多或少的影響，但是不如早先期望的那麼重要。

A survey on a national sample of 1946 Taiwan's residents, aged 20 through 65, was conducted to investigate their consumer orientations, buying habits, and motives for consumption. A structural equation model was constructed and evaluated, in which, four personal demographic variables: gender,age,educational level,and family income,were included as exogenous variables with a view to explaining six consumer orienations: perceived materialism, impulsive buying, consumer skills, socially expressive motives for consumption, ways of payment, and purchasing by mail-order. Results from the LISREL covariance analysis seemed to suggest that education was the best predictor among the four; that age and gender showed direct impacts only on three of the consumer orientations; and that income merely had moderate effects on motives for consumption and on ways of payment.