| Summary: | 碩士 === 長榮大學 === 管理學院經營管理碩士班 === 106 === The purposes of this study are to understand the current status and the effect of financial attitude, financial behavior and consumer decision-making styles of online shopping of junior high school and elementary school teachers in Tainan. According to the statistic analysis, the following is the the results of this study.
1. The financial attitudes of most junior high school and elementary school teachers are conservative and moderate, not risk-taking.
2. The ways of financial managing of most questionnaires are time deposites, insurance or stock/fund. When doing financial managing, most teachers tend to be passive, not positive.
3. Prices are the key point during the consumer decision-making process of the teachers.
4. The financial attitudes can explain the financial behaviors of the junior high school and elementary school teachers in Tainan. Among the attitudes, “moderate,” “aggressive,” and “risk-taking” are the most forecastable while “conservative” is unforecastable.
5. The financial behaviors can explain the consumer decision-making styles of junior high school and elementary school teachers in Tainan. “Financial managing plans” is forecastable to “price-conscious” style. “Income and expenditure” and “increasing wealth as the purpose of financial managing” are forecastable to “brand-conscious” and “price-conscious” styles. “Paying for the consuming expenditure as the purpose of financial managing” is forecastable to “brand-conscious,” “price-conscious,” “fashioanable” and “impulsive purchase” styles. “Choosing time deposits as the financial managing tool” is forecastable to “brand-conscious” style. “Choosing insurance as the financial managing tool” is forecastable to “brand-conscious,” fashionable” and “impulsive purchase” styles.
6. The financial attitudes can explain the consumer decision-making styles of the junior high school and elementary school teachers in Tainan. Among the attitudes, “conservative” is forecastable to “brand-conscious,” “price-conscious,” and “impulsive purchase” styles. However, “moderate,” “aggressive” and “riskin-taking” are unforecastable to the consumer decision-making styles of the teachers.
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