| Summary: | 碩士 === 國立屏東教育大學 === 社會發展學系 === 96 === The purposes of this study were to understand the
current status of consumptive motives and consumer decision-making styles of children’s readings from elementary school parents, and to investigate the relationships between them. The research adopted questionnaire survey as its method. The initial steps were reading and organizing literature reviews. Then, the questionnaire was draw up from those studies to understand the current situations of differences between, and the relationships between consumption motives, and consumer decision-making styles of children’s readings from elementary school parents. The survey was conducted with a sampling of 833 parents from public elementary schools of Kaohsiung City. A total of 689 questionnaires were returned and 669 were valid.
After the statistic analysis, the results of this research were as follows：
1. As for consumptive motives, elementary school parents value the “multiple ability” more in children’s readings, and the “user consumer decision-making style” is preferred mostly in the consumer decision-making styles.
2. There are significant differences among parents’ consumptive motives of children’s readings depending on children’s grade levels, family monthly incomes, and social economic statuses.
3. There are significant differences among parents’ consumer decision-making styles of children’s readings depending on children’s grade levels, family monthly incomes, and social economic statuses.
4. There is a positive correlation between parents’ consumptive motives and consumer decision-making styles of children’s readings.
5. Parents’ consumptive motives of children’s readings could explain effectively about consumer decision-making styles, especially in the “educational expectations” aspect which displays the greatest prediction influence.
6. Three main reasons affect parents in choosing children’s readings are “interests of children”,” content attractions” and “bearing educational value”；and the main decision-maker is mother.
Finally, according to the study results, they provided suggestions for press institutions and elementary school parents, and further served as a reference for future researchers.
|
|---|
