| Summary: | 碩士 === 淡江大學 === 管理科學研究所 === 86 === This thesis integrates five variables: internal control personality, aggressive character, innovation cognitive style general involvement and market information diffusing behavior, and contracts one model of consumer information diffusing behavior. In order to examine the difference on consumer information diffusing behavior of opposite sex, the thesis separately utilizes constructed consumer information diffusing behavior to apply male and female students in Tam-Kang University and future compare distinction of LISERL model. Eventually, according to sexuality, high and low consumer information diffusing tendency dividing into four groups, the thesis compares emphasis level of their purchase decision evaluative criteria.
This Thesis takes undergraduate students in Tam-Kang University as testees, including freshman, sophomore, junior and senior students in Day School, and sophomore, junior and senior students in night school. Taking advantage of 「Stratified Random Sampling Proportional Allocation」extracts separately 1030 male and female students as the research sample. In the first place the thesis applies LISERL to analyze consumer information diffusing modes of male and female students, utilizes Kruskal-Wallis in comparison with purchase decision evaluative criteria of four group.
The discovery of thesis versifies the congruity of consumer information diffusing model and in the internal variable model, the paths of male and female students have much in common, but difference in level. And this tesis finds that the more internal-control tendency one student own, the more strong creative cognition he has. The more aggressive a student''s character is , the stronger creative cognition he has, the deeper the consumer general involvement. As the more creative cognition Tam-Kang students have, the stronger consumer information diffusing tendency they own. Similarly as the deeper general involvement Tam-Kang students take, the stronger consumer information diffusing tendency they have. As for external variables, the paths of male and female students are totally different.
In purchase decision evaluative criteria, except quality and price in sexuality and information diffusing tendency, trademark reputation, trademark design, shop marketing and convenience have obvious difference.
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