| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 102 === The purposes of this study were to find out the current status of consumer motivation and consumer decision-making mode for toddler toys from preschool parents, and to investigate the relationships between them.The survey was conducted with a sampling of 350 parents from public preschools of Kinmen. A total of 330 questionnaires were returned and 321 were valid.
After the statistic analysis, the results of this research are as follow：
1. As for consumer motivation, preschool parents value the
”learning needs” more in children toys, and the ” user consumer decision-making style” is preferred mostly in the consumer decision-making mode.
2. There are significant differences among parent’s consumer motivation of toddler toys depending on parent’s age and education level.
3. There are significant differences among parent’s consumer decision-making mode to buy toddler toys depending on parent’s age, occupations and family size.
4. There is a positive correlation between parent’s consumer motivation and consumer decision-making mode for toddler toys.
Finally, according to the study results, they provided suggestion for toy industries and preschool parents, and further served as a reference for future researchers.
Keywords: Consumer Motivation, Consumer Decision-Making Mode, Toddler Toys
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