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題名 | 性別角色態度、夫妻相對影響力與購買決策型態之關係--微波爐之實證研究=The Relationship Among Genders's Role Attitudes, Relative Influence and Purchasing Decision Types-An Empirical Study of Microwave Ovens |
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作者 | 陳正男; 楊豐華; 陳美玲; Chen, Cheng-nan; Yang, Feng-hua; Chen, Mei-ling; |
期刊 | 企業管理學報 |
出版日期 | 19971000 |
卷期 | 41 1997.10[民86.10] |
頁次 | 頁93-118 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 性別角色態度; 夫妻相對影響力; 購買決策型態; Genders's role; Relative influence; Purchasing decision types; |
中文摘要 | 家庭是最主要的購買行為單位,而購買不同的產品時,夫妻的參與程度及相對影 響力往往有所差異。本研究以微波爐為產品,其結果顯示如下:(一 ) 在整體分析方面,家 庭內角色及家庭外角色兩個構念不僅直接影響決策型態,且和夫妻相對影響力亦有很顯著之 關係,故透過夫妻相對影響力,對決策型態也產生間接之影響。而社會變遷之角色態度,僅 對決策型態有直接之影響。(二 ) 丈夫與妻子個別分析之結果:在妻子的樣本分析中,妻子 的家庭內角色態度會影響購買行為中夫妻間相對之影響力,夫妻相對影響力相當顯著地影響 決策型態。家庭內角色、家庭外角色與夫妻相對影響力有顯著的關係。由於夫妻相對影響力 和決策型態間亦呈極顯著之關係,故家庭內角色及家庭外角色對決策型態產生間接的影響。 丈夫樣本分析中,唯一對決策型態有直接影響的構念為家庭外角色。 |
英文摘要 | Family is the most significant unit of purchasing behavior, and whenever a family purchases different products, the degree of couple's participation and their relative influence often have some divergence. This study adopts microwave ovens, its result indicates as follows: 1. In the aspect of EQS analysis with all people, the two concepts of roles inside and outside a family not only have a direct impact on decision types, but also have an conspicuous relation with relative influence. For this reason, through relative influence, the two concepts also cause indirect impact on decision types. Role attitudes of societal transformation simply have direct effects on decision types. 2. Outcome of analysis of husband's sample and wife's sample: In wife's sample analysis, her role attitudes inside a family can affect relative influence regaring purchasing behavior. Relative influence affects decision types very obviously. Correlation between roles play be couples inside/outside family and their mutual influence in between is substantial. Evidently due to the correlation between couples's mutual influence and decision types, as a result the roles playing inside/outside family interrelates decision types indirectly. In husband's sample analysis, the only direct effect to decision types is role played outside family. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。