| 摘要: | 現今玩具提高認知能力和行為能力，也幫助孩子在身心上掌握之後生活中所需的技能。過去探討購買玩具動機都屬於大動向或以知名玩具品牌去做研究，卻忽略以玩具的分類來做參考依據，本研究依玩具的分類「大動作遊戲玩具」、「小動作遊戲玩具」來做深入探討。
本研究主旨在探討父母購買玩具動機。以台灣省台北市都會區年齡在25-40歲並且育有學齡前2-6歲幼兒的父母做為研究對象。以深度訪談法累積資料，訪談過程以半結構式的問卷進行資料蒐集，來了解台北市都會區父母購買兒童玩具之動機。
受訪者以立意取樣及滾雪球方式選取，採半結構式開放題項進行訪談。受訪人數共計8位，包含女性受訪者5位，男性受訪者3位。訪談過程採全程錄音，並進行逐字稿的整理、歸納、分析、統整與最後的結果推論。
本研究結果發現購買兒童玩具動機跟過去文獻沒有太大的差異，而另外發現父母開始注重玩具的品質、產地及安全性。
最後，依據本研究結果提出管理和理論意涵，及後續學術研究的建議。
In modern world, toys are not only for entertainment, they also aim at enhancing children’s cognitive and behavioral abilities, furthermore, they could even help children to learn the basic skills required in daily lives. In the past, most of the studies regarding motivation for buying toys usually focus on either main stream toys or renowned toy brands, however, they seldom use the difference in toys’ categories as one of their ref-erence. Therefore, in this study, I will first classify toys into two categories, namely “big motion toys” and “small motion toys”, and then conduct further research into them.
This study aims at discussing what is the motivation for parents to buy toys for their children, in terms of the research method, I first target parents between 25 and 40 years of age, who live in Taipei city and have preschool child/children between 2 and 6 years old, then conduct in-depth interview with them. During the interviews, I use semi-structured questionnaires to help collect the data.
In the study, interviewees are selected via purposive sampling and snowball sam-pling, and the interviews are conducted in the form of semi-structured interview. Overall, there are total 8 respondents in the end, including 5 female respondents and 3 male re-spondents. All of these interviews are sound-recorded, after the interviews, I go through the process of transcript read, induction, coding, analysis, interpretation, and finally, the results inference.
Result of the study shows that motivation which drives parents to buy toys for their children does not differ significantly from similar studies in the past. However, the study shows parents nowadays concern more about toys’ quality, place of manufacture, and how safe they are.
Finally, based on this research results are to propose the theory of practice and pol-icy implications, and the subsequent recommendations of the academic study. |
