費思賓理性行為理論在青少年消費行為上的意涵與應用--以桃園市與中壢市高中高職學生的機車購買意願為例

Abstract

本研究係採用費思賓所提出的理性行為理論來探討青少年對於機車的 購買意願。研究係以在桃園市與中壢市高中與高職二、三年級日間部就讀 的學生為對象，以50c.c.的機車為研究標的，以問卷做為搜集資料的工具 。依照三階段分層抽樣方法，共計得到403個有效樣本。所得的資料以 SAS/STAT 套裝軟體進行運算，採用次數分配、相關分析、卡方檢定、複 迴歸等方法進行統計分析，所得到的結論如下：1. 青少年對於機車品牌 機型的選擇與性別、年齡，以及所就讀學校的類型有顯著關係，與零用錢 數目與家庭月所得多寡並無顯著關係。2. 費思賓的理性行為理論能用以 解釋青少年對於機車的購買意願：行動性態度與主觀規範二變項對於購買 意願有著同等的解釋能力，其迴歸模型的複判定係數為12.4%。3. 以青少 年對於機車的購買意願而言，參考群體的影響力由大到小，分別為「父母 」、「家人」、「師長」，與「同學」。4. 由「父母」與「師長」所組 成的主觀規範變項能提高複迴歸模型對於行為意願的解釋能力，達 到13.09%。5. 「性別」變項能對行為意願的迴歸模式產生干擾作用：對 男性而言，行動性態度與主觀規範二變項對於購買意願皆有影響；對女性 而言，主觀規範能夠全然地解釋她們的購買意願。 This research is based on Fishbein's theory of reasoned action to study the adolescents' buying intention toward the 50 c.c. scooters. Using questionnaires as research instrument and taking three-stage sampling procedure, the author acquires 403 valid sample points. All Data are processed with the SAS/STAT software packages in which statistical methods such as frequency distribution, correlation analysis, Chi-square test, and multiple regression are applied. The conclusions are as follows ：1. Adolescents' choice toward brands and types of new scooters is associated with sex, age, and school type but is not associated with pocket money and family income.2. Fishbein's theory of reasoned action could be used to predict the adolescents' buying intention toward the 50c.c. scooters. The variables Aact and SN both contribute to the variable BI at the same level. The multiple R-square of the regression model is 12.4%.3. The influence relativity of relevant others is significant. The sequence is parents, other family members, teachers, and schoolmates.4. The simplified SN consisting of parents and teachers contributes more to the regression model than the original variable does, and the multiple R-square of the improved model is 13.09%.5. The variable sex plays as a moderator in the intention model. The model changes dramatically for female that the variable Aact is dropped out and leaves SN as a single predictor of intention.