| Summary: | 碩士 === 國立交通大學 === 管理科學研究所 === 86 === This research is based on Fishbein''s theory of reasoned
action to study the adolescents'' buying intention toward the 50
c.c. scooters. Using questionnaires as research instrument and
taking three-stage sampling procedure, the author acquires 403
valid sample points. All Data are processed with the SAS/STAT
software packages in which statistical methods such as frequency
distribution, correlation analysis, Chi-square test, and
multiple regression are applied. The conclusions are as follows
：1. Adolescents'' choice toward brands and types of new scooters
is associated with sex, age, and school type but is not
associated with pocket money and family income.2. Fishbein''s
theory of reasoned action could be used to predict the
adolescents'' buying intention toward the 50c.c. scooters. The
variables Aact and SN both contribute to the variable BI at the
same level. The multiple R-square of the regression model is
12.4%.3. The influence relativity of relevant others is
significant. The sequence is parents, other family members,
teachers, and schoolmates.4. The simplified SN consisting of
parents and teachers contributes more to the regression model
than the original variable does, and the multiple R-square of
the improved model is 13.09%.5. The variable sex plays as a
moderator in the intention model. The model changes dramatically
for female that the variable Aact is dropped out and leaves SN
as a single predictor of intention.
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