| Summary: | 碩士 === 國立屏東教育大學 === 社會科教育學系碩士班 === 100 === The main purpose of this study is to explore the online shopping behavior and its influence factors among elementary school pupils in higher grades. This study was adopted eight high grade students of a Kaohsiung city elementary school as the research objectives to understand the interpretation of the pupils by the method of participant observation, semi-structural interviews, with the interview outlines and focus group through the browsing condition of three different online shopping websites. The study also analyzed the influences of pupils’ interpretation due to gender, family structure, family children number and ranking, discipline of parents, money allowance amount, peer group, and the media. The research obtained the following findings:
A.Pupils’ online shopping behaviors
1.Online shopping occurred at younger age. Since the pupils started to use computers and internet at younger age then before, the trend of younger online consumers has been quietly formed.
2.Parents’ support and their approval of online shopping. Parents’ attitude affects whether students can shop online or not, since pupils need not only financial support from the family but also psychological commitment.
3.The pupils take lot of time online without restriction or strict control. Parents can apparently control pupils’ online activities, but they are somehow not capable to monitor the pupils all the time and pupils easily dodge the parents control.
4.The behaviors patterns of online shopping are divided into five types: conforming, curious, impulsive, conspicuous, and creative. The comprehensive interviews reveal that online shopping of each pupil is affected by internal and external factors.
B.The factors affect pupils’ online shopping behaviors are:
1.The internal factors are: gender, family structure, numbers of brother and sister and their ranking, and parents’ discipline.
2.The external factors are money allowance amount, peer group, and the media.
C.Analysis on pupils online shopping and its factors
1.The most advantage of online shopping: “convenience.” The pupils can simply browse the merchandise ad or list and meed not going out.
2.The merchandise online are diversified and meet the needs of viewers. Pupils are encouraged to buy the merchandises that interest them and meet their needs from the websites with comprehensive operation platforms.
3.The security of online shopping. Pupils are aware of internet security mechanism and rules, and that they trust famous shopping websites that they would protect the consumers’ rights.
4.Pupils’ shopping preferences are affected by the gender, peer group, and the media.
5.Different family structures and numbers and ranking of brother and sister would affect usage conditions of internet usage.
6.The online shopping attitude is affected by the parents’ discipline and money allowance amount.
At last, this study proposed some related suggestions based on the research to be consulted by parents, teachers, and education policy makers in education.
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