國小高年級學童之消費態度與媒體效應對零食消費行為的影響－以理財教育為中介效果

The Effects of Consumption Attitude and Public Media on Upper-Grade Elementary School Students’Snack Consumption Behaviors - The Mediate Effect of Financial Education

本研究係探討消費態度及媒體效應對學童零食消費行為的影響，另外，也探討理財教育的中介效果。本研究採用方便抽樣，以問卷調查方式，經由問卷前測結果對於問卷的題目與編排經過調整修正後，以高雄市國小高年級學童為研究對象，發出517份問卷調查，有效問卷共505份，有效回收率達97.68%，總量表之Cronbach’sα= 0.862，進一步運用SPSS軟體，並根據問卷結果進行描述性統計分析、單因子變異數分析、雪費事後比較、皮爾遜積差相關及迴歸分析等統計方法進行資料分析。
研究結果顯示：1.每天網路使用時間不同之學童在消費態度、媒體效應、零食消費行為及理財教育方面皆有顯著差異；2.消費態度及媒體效應對學童零食消費行為皆具有顯著的正向影響；3.理財教育對學童零食消費行為、消費態度及媒體效應上均具有顯著的負向相關性；4.理財教育在學童消費態度對零食消費行為的關係具有部分中介效果，另外在學童媒體效應對零食消費行為的關係亦具有部分中介效果。
因此，家庭及學校在學童消費過程中，適當給予孩子零用錢與實施理財教育，以建立學童正確消費觀念與態度，養成良好的理財態度並做出正確的理財決定，在面對千變萬化的消費市場與食安問題時，展現正確的零食消費行為，父母也會比較放心。

This research focuses on the upper level elementary school students of Kaohsiung City. The questionnaires were issued by convenience sampling of 517 questionnaires and 505 valid; the effective response rate was 97.68%. Descriptive statistics analysis with SPSS software, single-factor analysis of variance, Pearson correlation and regression analysis, statistical methods of data analysis.
The research shows that students with different backgrounds have significant differences in consumer attitudes, media effects, snacks consumer behavior and financial education. Consumer attitudes and media effects have significant positive impact on students' snacks consumer behavior, whereas financial education has significant negative correlation for students’snacks consumer behavior, consumer attitudes and media effects . Secondly, financial education has a partial mediated effect on the relationship between students’consumer attitudes to snacks consumer behavior, so does media effects. Consumer attitudes, media effects, snacks consumer behavior and financial education are closely related.
Therefore, being in the times of digital media technology, students must be taught to establish correct consumer attitudes, to have relevant financial knowledge and good financial attitudes, and to make the right financial decisions so that they can show the right snack consumer behavior in the face of ever-changing consumer market and food safety issues. The students are expected to become 'masters of consumption' and 'finance managing talents'.