An Empirical Study on Women’sSelf-concept regarding TechnologyProducts: An example of the notebook

• Main Authors: Pi-chi, Tu, 涂碧琪
• Other Authors: 陶聖屏
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/00796608119686777319

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