| Summary: | 碩士 === 中華大學 === 企業管理學系碩士班 === 103 === The study aims to understand how Miaoli junior high school teachers' money attitudes and personal traits affect their consumer decision-making styles, compare how the variable of different backgrounds influences junior high school teachers' decision-making styles, and analyze how money attitudes and personal traits determine consumer decision-making styles. Based on the Money Attitude Scale, the Life Scale, and the Consumer Decision-making Styles Scale, the study surveys the teachers from five junior high schools in Miaoli County, with 201 valid questionnaires. Through the software package used for statistical analysis (SPSS), the data are analyzed by the statistical methods such as the Descriptive Statistic Analysis, the t Test, the One-Way ANOVA, and the Multiple Regression Analysis. The study intends to discuss how junior high school teachers' money attitudes and personal traits connect with their consumer decision-making styles, concluding the following valuable findings:
1. Under the variable of different backgrounds, the junior high school teachers show significantly different consumer decision-making styles. According to the result of the study, female teachers have greater tendency for impulse shopping than male ones do; besides, the junior high school teachers without any children are more likely to pursue fashionable products than those with two, three, or more children are.
2. Money attitudes influence consumer decision-making styles. Based on the result of the study, money attitudes are the sources of anxiety, having positive influences on "Impulse Shopping," "New Popular," "Brand-Conscious," and "Price-Conscious."
3. Personal traits also determine consumer decision-making styles. According to the result of the study, the personal traits of "Neuroticism" and "Agreeableness" negatively influence impulse shopping; on the other hand, "Openness" positively influences impulse shopping.
Keywords: money attitudes, lifestyle, consumer decision-making styles
|
|---|
