| Summary: | 碩士 === 臺北市立教育大學 === 社會科教育學系碩士班 === 98 === The main purpose of this study was to investigate the different backgrounds elementary school teachers whose network behavior and the differences of the Internet advertisement attitude and to explore the influence on hi-tech products of consumer behavior. Based upon the data, I compiled "The primary teachers in Internet advertisement attitude and consumer behavior questionnaire". The method of the study is questionnaire survey and collects the Taipei City elementary school teachers as the data. By the utilization of pre-test analysis of validity and reliability, the findings are as follows:
1. Taipei City elementary school teachers’ different backgrounds and network usage behaviors are significantly to their Internet advertisement attitude. They hold more positive attitude to Internet advertising especially to the males, the younger and those who log on the net more often.
2. The elementary school teachers’ different network usages behaviors are significantly to Internet advertisement. They hold more positive attitude to Internet advertisement especially to those who log on the net more often.
3. The elementary school teachers’ different network usages behaviors are significantly to consumer behavior. They who log on the net more often hold higher requirement of hi-tech products and take the Internet advertisement and the discussion on-line as the reference.
4. The elementary school teachers’ different Internet advertisement attitudes have influences on consumer behavior of hi-tech products. The more positive Internet advertisement attitude, they hold higher requirement of hi-tech products.
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