消费者决策型态与价值观之研究

-16-***,***,…*******199979200055G.B.SprolesE.L.Kendall1986CSISproles(1985)SprolesandKendall(1986)ConsumerDecision-MakingStylesSpoles,1985;SpolesandKendall,1986SprolesandKendall(1986)ConsumerStylesInventory,CSIHafstrometal.1992;Durvasulaetal.,1993;SprolesandSproles,1990;Shim,1996Rokeach,1973Brown,1976Plummer,1974…016-029-17-(1)(2)(3)()SprolesandKendall(1986)(1)lifestyle/psychographic(2)theconsumertypology(3)theconsumercharacteristicsapproachSproles,1985Sproles(1985)ConsummerDecision-MakingStylePerfectionistStyleValue-ConsciousStyleBrandConsciousStyleNovelty-and-FashionConsciousStyleShoppingAvoider,TimeSaverStyleConfused,Support-SeekerStyleSprolesandKendall(1986)CSI(1)perfectionisticandhigh-qualityconscious(2)brandconsciousandprice-equals-quality(3)novelty-and-fashionconscious(4)recreationalandhedonistic(5)priceconsciousandvalue-for-money(6)impulsiveandcareless(7)confusedbyoverchoice(8)habitualandbrand-loyalSprolesandKendall(1986)CSISprolesandSproles,1990;Shim,1996Hafstrometal.,1992;Durvasulaetal.,1993FanandXiao(1998)Sproles(1986)Hafstrometal.(1992)CSIFanandXiao(1998)CSICSIHafstrometal.,1992;Durvasulaetal.,1993SprolesandKendall(1986)CSI-18-SprolesandSproles(1990)Hafstrometal.(1992)CSISprolesandKendall,(1986)-Mcdonald(1993)CSIDurvasulaetal.(1993)SprolesandKendall(1986)CSIShim(1996)CSI(1)(2)FanandXiao(1998)FanandXiao(1998)Sproles(1986)Hafstrometal.(1992)CSIFanandXiao()Rokeach(1973)Brown(1980)Gutman,1990;Muller,1991;Gutman,1991;JudicaandPerkin,1992;KengandYang,1993;MadrigalandKahle,1994;WhantonandHarmatz,1995;Durgeeetal.,1996;Gillardetal.,1997Rokeach,1973;England,1975RokeachRokeachValueSurvey,RVSKahleandKennedy,1988RokeachMahatoo,1989;WhantonandHarmatz,1995;1996()KengandYang,1993-19-KahleandKennedy(1988)Rokeachlistofvalue,LOVLOVVALSvalueandlifestyleMahatoo(1989)RokeachShethetal.(1991)Gutman(1991)Beattyetal.(1993)KengandYang(1993)WhantonandHarmatz(1995)RokeachintenalorientedexternalorientedDurgeeetal.(1996)Gillardetal.(1997)H1Sproles,1985H2()(1)(2)(3)1.CSISproles(1985)SprolesandKendall(1986)CSILikert152.RokeachRVSRokeach(1973)(1)(2)(3)(4)(5)-20-Rokeach(1)instrumentvaluesmoralvaluescompetencevalues(2)terminalvaluespersonalvaluessocialvaluesRokeach(1973)RokeachValueSurvey,RVSRokeachRokeachRokeachRVS1983RokeachLikert3.KengandYang,1993;Shim,1996()(1)(2)(3)Rokeach10004.5.4560.2%70%34.72%7001-1000026.08%34.88%26.74%38.38%()SPSSforWindows8.0()1Kaiser,1958(%)1259777.6765572.4463576.13625701158573.912391741319874.8765673.71209075524076.9756181.3252080100075375.3-21-0.4Cuieford(1965)Cronbacha0.70.35Kerlinger(1986)Item-TotalCorrelationitem-totalcorrelation0.6SprolesandKendall(1986)Cronbacha0.655.93%item-totalcorrelation0.5PanandWu,1994;McCartyandShrum,1993;Crosbyetal.,1990Kerlinger,1986Cronbacha0.7()(HierarchicalMethod)(MinimumVarianceMethod)Ward’s(1)R-SquareR-Square(2)SemipartialR-SquareSemipartialR-SquareK-MeansMANOVA()1.p0.05-22-(%)Item-totalcorrelationCronbacha1.0.7470.7270.7710.7010.7090.6630.6590.54317.850.66350.65770.73220.62820.62760.65140.60210.61140.8812.0.6720.695-0.6280.708-0.6160.7000.7200.70126.040.27160.60530.56830.60080.52210.62470.61970.65950.8543.-0.8530.808-0.7940.7860.67133.450.73220.77960.71480.73910.53770.8724.0.6390.6580.5870.6350.64640.180.53470.61310.51940.58630.51460.6965.-0.7020.757-0.7370.7330.750-0.73845.910.56570.66090.61120.59300.64610.61030.8386.-0.7650.7000.7410.7340.73350.530.57030.61420.62080.60010.62590.8157.0.6560.6970.5050.6560.66854.100.56080.60280.52650.56100.59960.7108.0.7380.7020.7190.6590.6660.71957.480.59720.66860.67530.59380.58430.69750.851-23-%Item-totalcorrelationCronbacha1.0.560.550.770.720.560.4331.040.53780.58400.60330.74550.66040.50770.83142.0.620.570.550.610.5737.270.60790.58560.50950.58590.56310.78843.0.530.730.670.400.6242.930.56750.61580.64730.50710.54860.69874.0.580.460.640.570.7046.590.62350.52860.65820.67250.55600.74075.0.430.620.750.690.4949.880.52170.59720.69780.74540.53980.76506.0.540.460.660.670.5053.080.55980.58190.64780.69250.55500.80157.0.670.450.570.4555.940.55800.59140.57490.53210.74241Mod(1)(3)(5)(7)(9)(11)(13)(15)P3-24-FScheffe1.2.503.202.312.422.8077.6**1235,2345,35,452.3.323.533.233.483.6217.97**1245,235,345,453.3.173.112.902.993.2720.46**135,2345,35,454.3.653.563.213.824.0753.28**1345,2345,345,455.3.213.162.993.133.3925.66**135,2345,345,456.3.353.362.863.183.6138.28**1345,2345,345,457.2.893.602.733.563.92174.0**12345,235,345,458.3.643.572.342.463.73305.0**134,2345,345,459521858120111(%)15.7836.219.6319.9318.44*0.05**0.01Cus1Cus2Cus3Cus4Cus5Cus6Cus7Cus8bMod1Mod2Mod3Mod4Mod5Mod6Mod7Mod8Mod9Mod10Mod11Mod12Mod13Mod14Mod15Mod16P1-0.097*---0.168**-0.155**0.097*0.145**-0.095*-0.093*----0.074#0.089#-0.157**-0.143**0.073#0.137**P2----0.077#0.080#------------------------P3--------------------------------P4----------0.082#--------0.099*0.093*--------P5-0.127*-0.136*-----0.123*--0.142*0.172**--------0.109#0.114#-0.205**-0.143*P6------------0.136*0.155**--------0.121*0.131*-0.102#--Vlu10.216b,**0.138b,**0.069#--0.108b,**0.118b,**0.132b,**--Vlu2------0.069#--0.071#-