| 摘要: | 擁有良好的親密關係是成年階段自我發展的重要課題，而自我概念的良好與否，會影響個人對於生活的知覺與行為，對於沒有婚姻伴侶的單身族群而言，其自我概念的發展值得被注意與了解。而單身有一個人的自由與自在，也讓他們有更多的經濟自主權，也更能夠憑自己的認知與需求做出消費的決策，成為現在社會不容忽視的消費勢力。本研究旨在探討單身者的自我概念與消費決策型態上的關係與差異，並希望能給予單身者以及相關行銷業者做為參考
本研究採「立意抽樣」和「滾雪球」的方式，選取台北地區25歲以上之單身者為本研究樣本之受訪者，以「問卷調查」方式進行研究，得有效樣本為538份。研究工具包括：「個人背景因素調查表」、「自我概念量表」以及「消費決策型態量表」。所得資料以spss12.0進行次數分配、百分比、平均數、標準差、獨立樣本t檢定、單因子變異數分析、雪費事後檢定法以及皮爾森積差相關進行統計分析。本研究結果如下：
一、台北地區單身者在整體自我概念之平均得分為3.70，顯示台北地區單身者之自我概念偏向良好。
二、台北地區單身者之消費決策型態傾向：「價格認知導向」層面、「忠誠習慣性導向」層面、「休閒 娛樂導向」層面、「流行認知導向」層面、「決策困擾導向」層面。
三、單身者之「自我概念」會因「年齡」、「婚姻經驗」、「平均月收入」及「社經地位」之不同而有顯著差異存在。
四、單身者在「消費決策型態」各層面中，「休閒娛樂導向」層面及「流行認知導向」層面會因「性別」之不同而有顯著差異存在；在「休閒娛樂導向」層面、「價格認知導向」層面及「決策困擾導向」層面會因「年齡」之不同而有顯著差異存在；在「品牌認知導向」層面會因「婚姻經驗」之不同而有顯著差異存在；在「品牌認知導向」層面、「休閒娛樂導向」層面及「流行認知導向」層面會因「平均月收入」之不同而有顯著差異存在。
五、單身者在「消費決策型態」各層面中，「品牌認知導向」層面、「價格認知導向」層面及「流行認知導向」層面會因「自我概念」之不同而有顯著差異存在。
六、單身者在「消費決策型態」各層面中，「品牌認知導向」層面、「休閒娛樂導向」層面、「價格認知導向」層面、「忠誠習慣性導向」層面、「流行認知導向」層面均與自我概念存在低程度的顯著正相關。
To have a quality intimate relationship is an important subject in the development stage of adulthood, and one’s self-concept would impact his/her life perception and behavior. More attention and understanding on the development of self-concept should be focused on those single people without a spouse. The freedom of being single enables the single people to have more financial independence and ability to make purchases based on their own thoughts and needs, which makes them a recognized consumer cluster. This research aims to look into the relationship and difference between self-concept and consumer decision-making style, and hopes it would be used as a reference for the single people and those in the marketing industry.
Using “Questionnaires” approach, through the “ Purposive Sampling” and “Snowball Sampling” methods, with single people 25 years old and above in the Taipei area as our target respondents, this study came out with 538 effective samples. The investigation tools include: “Personal Background Investigation Chart”, “Self Concept Scale”, and “Consumer Decision-Making Styles Scale”. All data obtained is statistically analyzed and investigated using SPSS 12.0 to gain frequency distribution, percentile, mean, standard deviation, independent sample T Test, one-way ANOVA, Scheffe’s Method, and Pearson’s product-moment correlation. The conclusions of this study are as followed:
1.The single people in the Taipei area in average scored 3.70 for self -concept, indicating that they have relatively good self perception.
2.The consumer decision-making styles of the single people in the Taipei area lean towards: “price conscious and value for money” , “habitual and brand-loyal”, “recreational and hedonistic”, “novelty and fashion conscious”, or “confused by over choice” level.
3.Significant difference in the “self-concept” of the single people does exist depending on the variance in their “age”, “marital experience”, “average monthly income”, and “socioeconomic status”.
4.The “gender” difference results in significant variation in the consumer decision-making styles among the single people at the “recreational and hedonistic” and “novelty and fashion conscious” levels, and so are the influences of “age” difference at “recreational and hedonistic” , “ price conscious and value for money” and “confused by over choice” levels, “marital experience” difference at “brand conscious and price equals quality” level, and “average monthly income” difference at “brand conscious and price equals quality” , “recreational and hedonistic” and “novelty and fashion conscious” levels.
5.The variation in the single people’s “self-concept” results in significant difference at the “brand conscious and price equals quality”, “ price conscious and value for money” and “novelty and fashion conscious” levels.
6.The relationship between the single people’s “self-concept” and all aspects of “consumer decision-making styles”, including: “brand conscious and price equals quality”, “recreational and hedonistic”, “ price conscious and value for money”, “habitual and brand loyal”, and “novelty and fashion conscious” levels, is a low degree of significant positive correlation. |
