| Summary: | 碩士 === 元智大學 === 社會暨政策科學學系 === 100 === Along with the changes of the environments and the impacts of the globalization has accelerated the interchanges of the economies, cultures and the view of values in all over the world, and coupled with the influence of the western purchasing behaviors, the better quality of living is demanded and emphasized today in Taiwan society, and consumer behavior is changed from the past years. The brand purse is particularly loved by the Taiwanese purchasers. This research is to discuss and analyze the relationship between purchasing behavior of the brand purse and the elementary teachers. The purposes are:
1. To understand the current consumer behavior for the elementary teachers.
2. To study what is the motivation for the elementary teachers to purchase a brand purse.
3. To analyze the main factors for elementary teachers to purchase brand purses.
The study is to understand how elementary teachers to obtain the knowledge of the brand purses, and the relationship between the resource connectors and the brand purse purchasing behavior for elementary teachers by observation, references study, and interviewing twelve 12 current elementary teachers in Taoyuan as focusing group. The results are:
1. The knowledge of the brand purses is mainly from the Mass Media.
2. The elementary teachers have less knowledge for the design concepts and the brand’s background.
3. The one of the reasons of purchasing brand purses is to show off their rich.
4. An elementary teacher may rather buy a certain purse with logo on it than personal tastes.
5. The resource connector has strong relationship for elementary teacher’s purchasing the brand purse.
6. The main factor why elementary teaches buy the brand purse is the happiness.
Based on the conclusion from above, the comments will be raised for the related study groups and future studies.
Keywords：Brand、Consumption、Cultural capital、Social capital、Taste、
Sign
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