The Development of Taiwanese Consumer “Value-Beliefs” Scale and the Correlations with Gender Difference─ Take North District University Students for Example

• Main Authors: Kun Tien Hwang, 黃坤田
• Other Authors: Hsu Ta Kuang
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/92388267771525746459

碩士 === 輔仁大學 === 織品服裝學系 === 91 === Consumers’ beliefs and values affect their behaviors deeply. Due to the uniqueness of background conditions, the consumer’s values and beliefs in Taiwan are different from those of other places; these differences are even greater in value-beliefs. The term “value-beliefs” is the representation of the moment when values become beliefs. The main goal of this research, an empirical study, is exploring Taiwanese consumers’ value-beliefs to develop a scale showing these value-beliefs related to consumption. Since gender differences are becoming more and more important in the study of consumers, this paper has taken such aspect as one of great importance. The items of the scale come from the studies done by different indigenous psychologists in Taiwan, and from the studies by Kuei-Ying Chen, the first person in Taiwan applying indigenous psychology to consumers’ belief. Sampling 400 university students and conceptualizing the value-belief according to the steps of the Explore Factor Analysis (EFA), the scale has been constructed. The construct validity of the data was done using Confirmatory Factor Analysis（CFA）. Gender differences have been analyzed using AVOVA statistical method. According to the result of EFA and CFA, the numbers of items have been reduced to 43 and divided into 8 factors. These factors include “brand”, “frugal”, “conformance”, “unique”, “hedonic”, “face or favor”, “safety” and “price sensitivity”. Men and women have different scores of frugal factor, conformance factor, unique factor, face or favor factor, and safety factor. The implications of consumer education and marketing, and the suggestions for researchers, are discussed.