頁籤選單縮合
題 名 | 客家飲食消費者社會化模式再思:社會化過程真的能產生中介效果?=Consumer Socialization Rethinking for Hakka Cuisine: Does the Socialization Mediated Effect Exist? |
---|---|
作 者 | 黃靖淑; | 書刊名 | 管理實務與理論研究 |
卷 期 | 6:3 2012.09[民101.09] |
頁 次 | 頁42-62 |
分類號 | 496.34、496.34 |
關鍵詞 | 客家飲食; 消費者社會化理論; 忠誠度; 後堆地區; Hakka cuisine; Consumer socialization; Loyalty; Ho-Dui region; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究的主要目的是以1978年Moschis與Churchill所提出之消費者社會化理論為基礎,來探討並瞭解臺灣後堆地區大專院校學生對客家飲食的忠誠度與其社會化過程中與中介變項間的關係。問卷回收後,以結構方程模式進行整體社會化模式的徑路分析、各個潛在構面的區別分析與客家與非客家家庭在社會化模型中的群組分析。其中社會化模型中的潛在中介變項分為與父母互動,與同儕互動,以及與媒體互動三大測量變項,研究結果發現中介變項在整體消費者社會化模式中並沒有中介效果的存在,但是中介變項中與父母、同儕及媒體互動越多的大專生對客家飲食忠誠度也越高,而消費者是否來自於客家家庭對社會化過程之中介變項與忠誠度間的關係有顯著影響。研究結果與建議希望能提供政府在推動客家文化相關工作時的參考,亦盼能提供國內客家文化產業相關學術教育與研究的參考。 |
英文摘要 | In order to understand the adolescents' loyalty toward Hakka cuisine in Ho-Dui region, Taiwan, the main purpose of this study is to examine the relationships among the antecedent, mediator and outcome variable of the consumer socialization model which was addressed by Moschis and Churchill on 1978. The consumer socialization mediators include the interaction with parents, peers and medium and it is a transaction the adolescents can experience from a consumption behavior. The results showed that there is no mediated effect between the antecedents and loyalty. However, the significant relationship did exist between mediators and loyalty and the variable of Hakka family influenced the relationship. The suggestions were made to be the reference for further research and government administration. |
本系統中英文摘要資訊取自各篇刊載內容。