| Summary: | 碩士 === 佛光人文社會學院 === 傳播學研究所 === 94 === An Empirical Study on Women’s
Self-concept regarding Technology
Products
An example of the notebook
《ABSTRACT》
The main purpose of this study is to investigate the correlation and differences
among variables on self-concept, self monitoring, and buying consideration regarding
technology products. This research consists of two parts. Part one is to discuss the
correlation between the actual self-concept, ideal self-concept and buying
consideration variables. Part two is to discuss the differences as to those correlations
between the self monitoring and buying consideration on technology products.
The results of this research show, broadly speaking, the correlation between
women’s ideal self-concept and buying consideration is higher than the correlation
between women’s actual self-concept and buying consideration. The main reason is
that those variables are the vehicle to convey the ideal self-concept to herself and
people she wants to communicate. And different self-concepts are also significant
correlative to different media usage. In addition, findings indicate that female
consumers with high or low self-monitoring degree put different emphasis degrees on
buying consideration of technology products.
This research is the exploratory-oriented on self-concept, self monitoring, and
buying consideration variables regarding technology products. It not only supports the
theories of self-concept and self monitoring, but also highlights another research
direction as to women’s consumer behavior on technology products for the
followings.
Key Words：self-concept, self-monitoring, consumer behavior, notebooks
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