The Research on the Personality and Network Consumer Behavior of Elementary School Teachers in Taipei City

• Main Author: 陳靖媚
• Other Authors: 徐淑敏老師
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/70513462943138179768

碩士 === 臺北市立教育大學 === 社會科教育學系碩士班 === 97 === The main purpose of this research was to explore the mutual relation between the elementary school teachers’personality characteristics and net consumption behaviors. This research adopted Stratified Sampling and Purposive Sampling to conduct questionnaire survey from 1003 teachers of elementary schools in Taipei City. The results of this research were obtained by the statistics methods of t-test, One Way Analysis of Variance (ANOVA) andχ² test. The research found that the elementary school teachers’personality characteristics showed a significant difference between the consumption experience and the times of net consumption. The problems perspectives, information searching and program evaluation in personality characteristics and the net consumption decision-making behaviors showed a significant difference. Besides, in the variable of background, the elementary school teachers’personality characteristics and net consumption decision-making behaviors would show significant difference because of the difference of gender, age, seniority, job, marital status, the children’s situations and average monthly income. The elementary school teachers’personality characteristics would have outstanding difference because of the difference in usage specialty. The researcher suggested the Government Educational Administrations should arrange the topic of net consumption into the Wednesday’s advanced courses on the basis of discoveries and conclusions of this research, or compile the related courses into the textbooks of every field to make the students fully understand the interfaces, procedures and points for attention of net consumption through the teachers’guidance. In addition, there have been few researches about the personality characteristics and net consumption behaviors in Taiwan recently, so the future research could expand to the other interviewees to meet its completion. Therefore the results of the research could possibly have more accuracy and ratiocination. Besides the questionnaire survey in the research, the researcher could match up interviews and case research to conduct deeper analysis to make personality characteristics and thus there must be richer qualitative research in personality characteristics and net consumption behaviors in the future.