| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 100 === This study aimed to understand the correlation between life styles and on-line shopping behaviors of elementary school teachers in Yunlin County. Questionnaire survey was conducted with simple random sampling for data collection. The subjects were teachers of elementary schools in Yunlin County. Effective questionnaires collected were 386 copies.
The conclusions were as follows:
1. Seventy percent of the teachers of elementary schools in Yunlin County had on-line shopping experiences. The percentage of female teachers was higher than males; 2. “Books and Magazines”, “Clothes and Accessories”, and “Housewares” were the top three items among the on-line shopping list of the teachers; 3. on-line shopping was never the main reason that the teachers got on the Internet; 4. there were three categories of life styles among the teachers: pragmatic and economical, well-considered at all aspects, and fashionable; 5. teachers with different life styles showed variations on “personal background variable”, “internet usage behavior”, and “on-line shopping behavior”; 6. different life styles showed significant influences on decision making behaviors of on-line shopping; and 7. the main reason for teachers who did not go on-line shopping was due to concerns of “it is easy to get deceived while doing on-line shopping”.
Suggestions were made to provide references for shopping website owners and future researchers.
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