臺灣地區民眾之消費動機與習性 - 政大學術集成

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(9) *~ JtBl ~ J[ii:.);!j t1lJ~~ WI'ti.. ~-. : t~*;;~~j~ljlU '. IJ\~~~ IJ\~.~ ~(M)l:f:l ~. ~. ~. l:f:l. ~. ±'§~t3(. 1i W. - -w. - "' .=:.. .fft3(W{~:FJI .ff'§~t3(. *-. ~. Wf~pJT. *~. !if.. ~. 20~--29~ 30~--39~ 40~--49~ 50~--59~ 60~--63~. *. ~. ~Jj~*l&A. -;J.;7CP) T 1 - 2 ;J.;7C 2 - 3 ;J.;7C 3 - 4 ;J.;7C 4 - 5 ;J.;7C 5 - 6 ;J.;7C 6 - 7 ;J.;7C 7 - 8 ;J.;5f; 8 - 9 ;J.;7C 9 - 10 ;J.;7C 10 - 11 ;J.;7C 11 - 12 ;J.;7C 12 - 13 ;J.;7C 13 - 15 ;J.;7C 15 - 20 ;J.;5f; 20 ;J.;7CP)J:. *~. , ~Wf~~ ,. ;~HJLAI5l:. *RAI5l: : 1946. tJJ. !if.~. ~*l&A7tftlJ'ttr5t (*'iW~). s7tlt. ~fjs7t.tt. 99 379 303 8 182 352 6 84 140 5 15 167 33 1. 5.1 19.5 15.6 0.4 9.4 18.1 0.3 4.3 7.2 0.3 0.8 8.6 1.7 0.1. 13.9 33.4 49.0 49.4 58.7 76.8 77.1 81.4 88.6 88.9 89.7 98.3 99.9 100.0. 559 591 406 291 97 2. 28.7 30.4 20.9 14.9 5.0 0.1. 28.7 59.1 80.0 94.9 99.9 100.0. 49 76 175 232 263 233 153 132 89 87. 2.5 3.9 9.0 11.9 13.5 12.0 7.9 6.8 4.6 4.5 4.7 1.8 1.9 1.8 2.6 2.6 8.1. 2.5 6.4 15.4 27.3 40.9 52.8 60.7 67.5 72.0 76.5 81. 2 83.0 84.9 86.7 89.3 91. 9 100.0. 92. 35 37 35 50 51 157. • 101 •.

(10) • ~ 7} *Jf !ij ~ 5l ~:Ej! *~~~~.~E~.m~~~~~ti.,~~~~.m£*AD~.*E ~~~.~~Mm~~m.fimMtt~~.~£*~.~.W~~o~~~~~ "6J~mtJ~m{~*,~: (-)7tJin~~'I1:~.~~$: *{~~~{~m.1=rm~Jj[. ,. ,. 1;t~~:t~~~fr!1~:@:~'i'~. (=)~J&[g{~£*AD~.{1=mM~~rj ¥.}~;f$IJ-m. ~*~;f$IJH~.~*~~£*AD~.~m.fim.~Jj[~OO~H~o *~~~ffl *,~'I1:~;f$IJ~m {*(LISREL 8)~~:I:~~$:*{t&~~'I1:~ .~~fO ~. *~;f$IJ~m{*fJj!~;zJ!nlU. ' *J!l~fr!1~tB+7\m~:I::t~~ , ~JI~7\{~m.1=rm;f$IJ~~~!\o/.Jj!f~~( 17 1) .. 1jJljrl1:mt!\o/.J( 17 2) .. ~ll1:m. ~J5( 17 3) .. jfd:.~~ll1:m.IJJ~( 17 4) .. ffl:fJ!~tJ:9}~1J~mt!\o/.J( 17 5) .. fO~',i ffl Jl)mt( 17 6) i[;!t~1W[g{~;f$IJ~~EEg,~Hi~nlU:l:~m1:E~Jj[( 17 l¥U 17 4) , 1&m{~ 0. *~~~~'11:~.~~~1&. 0. ;f$IJ~( 17 5 .. 17 6).R1'f.-Hi~. 0. (tt-)i[®~~~~:I::t~~!Mm1:E~Jj[tJ.&;!t~. ~ ~m~{*I)(Cronbach a1pha)~)7U~[j)(1fQ<-]. 0. ~5l~~lmm~~~~ ~~~J&T[g{~£*AD~.{t&mM~~Jj[. : 'I1:53U(. ~. 1) ... !rf~(. r; 2). .. ~w. fi~(r;~".~~~~*~~A(r;~oB~1:E~.~~.~~m1W.~.. (antecedent factors) , ~mi[®£*~.~*;fi1'f"6Jng~~U:oopJTm¥U~m.1=rm fOm.{tlr8J 0 i[[g{~1W.~rj~~.-Hi~, ;!t~'I1:53U~J.!lIi~~Jj[(Dummy variable) i1-~7ftT~*~;f$IJ.~~M~~Jj[fO{R~rjfk~~H{* (~i1-)~7\{~ 0. 0. ~m.fim1'fH~~Jj[~~~OO.~1:E~.fi~~ffiHtt'~~liffi~.ffigffi. JV<:. 0. i1~PJT7ft~correlated. (;. 's(zeta's)~p{~~m1:E~Jj[rF'1~1Bl~~r§~m'l1:. 0. ~j§~ ,. i[7\mm.fim~Mr8J.'i'.1'f~ffiH~~ffiHoEE~~~~~~1WA~~~. :fJ!*:t~ij I~OfiIT~~i[®{R~Jj[~rF'1~~~*H{*fO~1~~1Jr8J(direction. ~I1t{1=~~~fflcorrelated. metrical association). • 102 •. 0. (; 's. of paths) ,. *{~~7\mm.1=rm~Jj[~rF'1~tim'l1:~r§~m(sym-.

(11) ~ ~. ~~. ~i:. *. ~'-'. ~. ..... -lJ>. "='t. ~. I. ~. 0. :±;gu. N \0 ~ I. N ..... ~. '" '"\0 '" ~. 1-~. ~. ...... lJ"). 1--. }-. -- -. ,... , /. . 103 ..

(12) 1£m:~WJS:&:t~~~-Etl!t1~;fJ(Goodness-of-fit. indices) 9=Jii5J1!flNH ? ~1!f11Ei~. ~~*~~~.'~~~~1!f~m:~~WJS:&:-m~*.~~.~,~~.:&:~ t±:l~1I~-Etl!t1~;fJ. ,. ~ffiS~-lItf)~~~~{Ji[![(Bagozzi,. LISREL 8~~tJ\R~g § IJJjU t±:l+~lIWJS:&:t~~~-Etl!t~1~;fJ 1¥t JtlI¥J~lIi,*jU~[~=]9=J. 1988; Bollen, 1989) , i'F1!fi1i~~~9=JlN 0. 0. 1J£LISREL7ttJT~~*fJ(;11H'~fJ[~*tH.t~~~~-Etl!t!:itE(J!IiiiI=. ~=). '. 0. --Fhi*lf(ffiS461.91 (d.f=133, p<,05) , --Fhi*lf(fO§ EEl!tm1!f~lti[![~Jt..::::.ffi*(Chi square/d.f.=3,47) l!t5} , ~it!!.~~-Etl!t1~;fJ~O : GFl (.97) , AGFl (.95) , Bentler & Bonnett's NFl (.92) , Bollen's NNFl (.92) , Standardized RMSR (.033<.05) , fO Critical N 592.29>200)~tf)D7Ft±:ll!t.~~~-Etl!t1HH(J!IiiiI= ' ~=) liii19=JpJT~ ,0. 0. fJ[~ ~1~i*lf(J&]ffiS;fJ~1~~iiimU{[![. i[![. 0. , ~=JWjU t±:l~;fJ~1~W~F;fJ~1~~~lf(iiiY~U. EEiJ:&:m;fJ~~~~{i1f:&:i*lf((lambda's)*~. ~T1tilJJtEM!/o/.J(. ,. 1/ 2)~~=. mm;fJ~&~ttm.~0(1/~~~-miJ:&:m;fJ~~~~{i1f:&:~.ffi.~~~. , ~~~m.1'JffiS~Jj~iJ:&:1~;fJtf)~¥U1'lJt)~~~;fJ~ l!t)7} , ~m.ffa~Jjm~~~.:&: • • • ~$ffi/f~:~T~.~~ttm.IJJ.~~ 'I1:m.~0~oo:m20%~~.:&:B • • • ' ~~~{t'<~Jjtf)~~1H/J\if~i51~~~ .:&:.~m~*~~.~m• • o~m~*D7Ft±:l:~.:&: • • • /f~~~ffiS~ m~*~~.~m~~~• • ~Jj~/fW~o~§~,l!t.~9=J~~m~*AD ~.~Jj~/f~.~• •~m.ffffiS~m~Wm.o 'I1:Jjum.~1il1'lJ~g~~/f~~m.1'JffiSfOi~rPJ 1ft7ttJT~~*D7F : tcl1:m .1!f~1tiIJJ'I1:M!/o/.Ji~rPJ.tt:~'l1:ffii~( r =-.07) ; ~~B11'~1ii/!5(5j~~'I1:M!/o/.J~0 (r =.16)(~O ' ~.tt: - * ' W*Ji!R3(~M!/o/.JJimfO*~,~) , Wffet.~~'I1:~M!/o/.JIJJ. ( r =.10) ~l!t r ~~- J 1~¥U.~If(~~:3Z:r~ 0.5/f*fll!fJ(~)7}. 0. 0. 0. 0. ~.m.1il.~m~~.~E~~~~¥®/f~~m.~tt~~~~-oEE. 7tm~~**~,~.i/!5(~~m.1!f~~D.t±:l-lI~~'ili~,x~*.l£~ m.mmo~m~m/f~~.A-ftttm.~Mtt9=Jm~~~~.~~tt~ • •. JimJ( r =-.21) ; -lli/f*~1tiIJJM!/o/.J~1'JffiS~~( r =-.24) ; ig~~.~pf-tmllJl~ ~.mrt~M!/o/.Jh~'~'.M~Jtlm~~)7}~h~M~~N~~~~.o~m: ~ffiSmm§a.~~~m~~~.~~.WM!/o/.J • • ,~~~m.1!f~~/f*~ jJ~.~Jim~5}1£:r5!!~(externalsearch)fO~lt=*~fll!'l1:m.t~~(r. ~l!tr~~=J.~.~If(~~:3Z~o • 104 •. =-.12). 0.

(13) Jl~¥JJW±~. /. 171. //;1 /. lJU ~. 1. I. I. /-.15. /. I. I I. /. I~. I. I. \. I. I. --. I. 1[1. ~. if: ~2. ~. ~. .l~(. ----------. ~. :E][1[1m.~0. ---. -.12. ~ ~/. 173. ~ =1'fflJ].~lW~ .09. 17 5. X I \. I \. I \. : \1. \. \. ~fff¥Jj{ ~3. ~. ~. \. \. \ -.25 \. ,. \. \. ". \. ". ~. """". .12.\. ~m~lW 176. .42. ~if*~~~'" ~. I. \. '\. ~*l&A ~4. 172. 1iI= :. /. ~. • ~. (!;.. ~. il'l. ~ ~.. \. ftiiJJ'[1lW¥JJ. ..... PS(6, 2)=. 22 PS( 6, 3) =. 15 PS( 6, 5) =. 12. PS(2,1)=.09 PS( 4, 1) =.09 PS( 4, 2) =. 17 PS(4,3)=.37. \/. 1-·09. 0 Ui. -. .J!if. ~. 1Z951U6ffij:m~L5tifJT~* (J5JT1'fl¥J~J5(fr!irJlUfffi!H3~~$ftfffi!' H~o. 05~~Jj{). • ~. ~ ~ ~. ~.

(14) f~~~~gr:. LAMBDA Y. Yl Y2 Y3 Y4 Y5 Y6 Y7 Y8. Chi Square:461.91 d.f.=133 (p<.05) Chi Square ratio (Chi Square/d.f.):3.47 GOODNESS Of FIT INDEX (GFI): .97 ADJUSTED GFI (AGFI): .95 BENTLER &BONETT'S (NFl): .92 BOLLEN'S (NNFI): .92 STANDARDIZED ROOT MEAN SQUARE RESIDUAL: .033 CRITICAL N (CN):592.29 to/J~:1:~. Jtilh'fj: Mto/J. :EJt!'l~m. ~J7j. ffet1f~~'fj: m.lh~. *~1jf; j~M. .52 (1.0)a .42 (0.76) .63 (1.03 ) .42 (1.0)a .64 (1.44 ). YlO Y11. .75 (1.0)a .76 (0.96) .61 (0.76) .58 (0.69). Y12 Y13 Y14 Y15. 1.0 (1.0)b. Y16. 1.0 (1.0)b. tt : m~9=l;g-~~F~~1~1¥J . 106 •. Mto/J. .51 (1.0)a .54 ( .95) .53 (0.94) .59 (1.09) .60 (1.02). Y9. a:. ::f ffl:Ej,~. llt~~~JE{@:~. LISREL {il¥~U{@:, pJT:ffI¥J{il¥~U{@:j$j~¥U O. 05 i{~gr 1. 0 fF~~~f~~ b: ~-f~~, llt~~~JE{@:~ 1.0 0. 0. 0.

(15) *~1J!!,I& ~~.z,)!f 'f1lJ~J4~ '(1-. ~=. : lZ9**5.~~7};fJT*5*--f1it~~-€rJJr~~If({tmU{i!. (iliW~). GAMMA MATRIX. tum !to/.Jjt±:~. ~m. ~"1ffiJJr. 3:=:*1&A. N.S.. N.S.. N.S.. OOmht1Jm!to/.J. -.07. -.24. tlf!ttmwtz:t5. 0.16. -.12. 0.34. N.S.. ff!±fr~~/fj:. 0.10. -.21. 0.27. .10. ::fm;fJ!~Jm!to/.J. N.S.. .07. .09. *~m$l)Jm. N.S.. .12. N.S.. mWmh~. ti:. pJT~i¥J{tmU{i!~ffiS*,,~{~{*1f((standardized coefficients) N. S. : {t1~U{i!*~ O. 05 m~JJr 0 - - : l!t~If(~)EffiS~, *{t1~U. 0. PSI MATRIX ~ft !to/.Jjf:±:~. ~ft!to/.Jjf:±:~. OOmh'fj: Jm!to/.J. ;flf!/fj:m. tz:t5. ff!±fr~~/fj:. ::fm;fJ!~. mWmh~. Jm!to/.J. *~m. $l)Jm. 1. 00. 1timht:t~_!to/.J. .09. 0.94. ;flf!/fj:mWtz:t5. N.S.. N.S.. 0.81. ff!±fr~~'fj: mWmh~. .09. 0.17. 0.37. 0.78. ::fm;fJ!~. N.S.. N.S.. N.S.. N.S.. N.S.. 0.22. 0.15. N.S.. 0.98. Jm~. *~m¥~Jm. 0.12. ti : ~r:pPJTJU~ffiS*,,~{~i¥J{t1~U{W:, pJT~i¥J{t1~U{i!~~¥U O. 05 m~JJr N. S. : {t1~U{i!*~ O. 05 m~JJr l!t~If(~)EffiS~, *{t1~U 0. - -. :. 0.98 0. 0. . 107 ..

(16) ~1.ffliU!tJtmJj¥tUfiT~--fJ..~m.:&ryfDfft±Wr~~.~l¥Jm.tJJ~1!mt§~. r =0.27) , fD fft±Wr~~'Ij:l¥Jm.tJJ~( r =0.34) llt5i- ' lE~D@~9=t?JTfJUt§I¥J-fiR ' {it1.fr'{J;(3JL.lt ~%flttAU§j!HI~h:rt~Jlrjffl( r =0.12) , ffiJH~JiHW.izj;)5i-l¥Jh:rtH~( r =0.07) ffi~~1.f~grl¥J~~W~~WmAJt~fi~.I¥J • • o r@~=Jfu~ • • • • ~~W. 0. ~1.ffjgr~1!f.lt~1.ffjgr{~1!fMaill~~l¥JfJ.'~m.iT~( 0. 0. 1~¥U*~~{5}l¥JyJ~0. ~WA~~~*I¥J~~~A9Jtmmm.8~.~A~~~~PI¥J~W~o ~A~~1!f5j~iW&¥-i'~9=t?JT1J1,-2tl¥Jfft±Wr~~'~I¥J~.M1ID( flXmfJ!izj;))i}l¥Jh:rt{1ff~(. r. =0.09). 0. r. =0.10) , ~ff,ffu%. {E!.~i:lPJtOOtJJJl1IJ~l¥JiT~~~. , fJ.'~m.iT. ~'WJt~fi~.M~I¥JZ~~.~.o~llt'@~~~~~$ffil¥J~Wo ~~~m.1T~.JjZFa'I¥J~.®t§~m{*.~¥UiWC~t J:0.05I¥JM~gr. , ~M7?. ~~.®m.8~.~OOR.~ffi~H.o~=&~=9=tm~l¥J~llt~ffiHl¥Jgm. -flU, ~ ~lIif(z~'$HJ.~~W1WAe~1f}f~~fJD~f~ ij I~D{i:iJ~JE~/\{l?!!m.1T~.JjFa' I¥J ~. (correlated disturbances'. r;. 's)PIj;)ff~~~m.1T~.JjFa'1Bz:J1tZt§~m{*.. 0. *H~;=*,~~~m.8~.~OOI¥J~*g~~#*1f}f~l¥Jm~m~;~1!f ~:t¥m~JEcorrelated disturbancesl¥Jh:rt*~fJ.lltF"l'Jl!1iPI~~H§~ft1[ ~E~~.®gmZOOI¥JH~,~m~~: ~lEt§~m. ( r;. =.12). Z)i},. 0. r~m~izJl1lJRJ~Twr.Jl1IJJ. fD~~l¥Jm.1T~.Jj~.H~0 fft±Wr~~'fj:~ft~tJJ~. flUfDfJ.'~m.:&ry mie~lEt§~m,. " OOmjJ'Ij:Jl1IJ~ " Jt~fi~.I¥J • • " &*~'Mj~Jl1IJl¥Jgm1!m~fffl ~{r'l¥Jt§~m{*.:5t3U~ : (r; =.37 " .09 " .17 " .15) 0. f,{tLISREL #.:I::5t tJTe~ff.a* 9=t M7? ill. : ~1.ffjgrJt-El' J.ttt!! ~ ~ We~m.~ '~. 1¥J~.~~m~*AO.~~~.*l¥Jo-fiRffiJ§'~W~grl¥J~~WmAI¥J. ~R~.fJ.~g~fDJt~UiT~Ao/)e~~~fjgr~lE.lt. 0. ~llt~Wfjgr~~1!f .lt~~g~~fJ!. ~l¥Jm.W.~h:rt,~~,m • • h:rt.~,m~.~mm~H~o®mfutt. ~Wr~~• • ~l¥JiW&~.~.iW&.m~tt~o~ff,f,~~~~a.¥-iI¥JOOtt W&~'WW~~'fu~~~1.f~grm.1!fI¥J¥-itto. iF m~ - {l?!! {~fJ.. Jj (proxy. variable) , ~. (Lifecycle) , fu~gM7?{l?!!A.~Wm.*~~I¥J:mf.l . 108 •. PI j;) {~~ {l?!! A I¥J ~ ¥IS;1§I Wj ' ~ff,f~~gl£8Jli:A~ff,f{~~ •.

(17) ~~*~~.(~,~.~.'*m. ••. '~~~.M.) o~~~m.~~~. {'F~%Jff]JtJ3~~ , Jm:EJHeiIiXf*~:r;fDJ9J'ff~m.~JI1:. ' Jl1t1o/J~~Y.±m1m~o~W~g;fD. ••ttM.om~~~~Jl1t.iIiX.m ~1o/J~~~~~mA~M~ •• '.~T•• ~.~.~~~.~n*~~oo~. 'ffmtt'~~~~@Am~~m1m~~~*. .h*~.~~Gm~~o~~f*~,.m~~*~mOO.W.~ff.'.T~ ~.~1o/J~W.m~Bo~m-m~~:~fi~~~~~.m.~~m.Jl1tm#. '. :EJ!31=l:~11.:1J:ct ~{~~:EJ!1jJ~gml7F. =.:. : "h~U*Jr.1o/J~:ji~W:a ' ~fi~~.h~. ~~.*~m~o~.~~fiM~~W~m~m.~tt~m.,~1jJ~~~~~ ~~~IJ!\(aging effect) , t!t{~~IJ!\(cohort effect) , ;fD~{~~IJ!\(period ef-. fect). 0. ~.::::..~IJ!\~m~~*1j*S~m ' &'~Ji~~W3~I5l::I~.;j8j.(1ongitudinal data):{. ~g1fimj)!~~~~~{t~0. 'I1:JjU"tt].t~m:m.;g-~ ~'l1:pJT~~~m.. '. ~;S:~iWfflW3~tJ:~~*. 0. :9;'11:. •• TiIiX~~gttm.~0,m~~iIiX~*~OO •• 1o/J~ffm,~1jJ~~ ~m:-*'~:9;~iIiX~~~OOEm~~'=*'~.~~:9;~~ •• *$~M. m.~. ~~~*.'MnE.'.Am~'~~.~~iIiX~~:9;tt'~~~~~~~~. ' JtiIiXl£X!A~rm{*;fDJjUAf1§a~.~ , ~~Jl1t1o/J~.~ •• ~iIiX~~~*••ttm••• o 1t£LISREL~:5tfJT*S**~ , !&Af1~.t~m:~~~m.1=rm~'I1:~~.+:5t. *~-ESM. 0 ~w:9;fr~~~~'l1:m~:E.I/11:. ~~o!&A~~D~iliXmmm31=l:~~~:1J:ctM.,m~~~mm.Jl1t:1J:ct.*5o ~~MhiIiX.~,~~~~.mm~ff~~~~'.~M.m~~,~wJmm~ iliX5j~ff!±*. ••/l1:m•••. 0. ~~~~:5tfJT*S*$,a~*~1jJ~.~. •• ~m:~~~m•••w~ttW. ttJjU'~fi'~Wm~,m!&A~OO~rm~o~~a~*ffi~~~~m.ffm.. •• ~R~W~~:5tfJT,~~~§~~~m• • ~m: m.~*.~.mo{'F~l£~**S •• :ct$.m~••• ~~~~.,~.mrm ~frJltIHfE:m.rJij;)J?zJ[J\:E.lM OO~ $ ft.rj'l , pJT j;J~ ~~g~~~ •• m.1'Jm{~rPJ $~ ••• o{'F~T-•• ~~m~m~ml£~*~.~~ ••• ~'~.-@ ~oo*~~.~rm~tto*. ~~.~~**S.fl:ct0. • 109 ..

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(20) Cronbach alpha:O.72. Yl. ~~~~~¥ti:¥Wri. Y2. ~~~{~ ~JJ1J S"JJtil~11Ui~S"J~];I. Y3. Y4. A -§::ft*S"J;ffi-~~*-f1.&~~ ~ifI-JE~ .. :m::t~~g. Y5. J'L$~~~~Ft~::t*-f1Eff-T. ftiWJ'I'!M!/o/J (112). Cronbach alpha:O.52. Y6. .~m*-f~~.m~ttm~-$~~~~$. Y7. ~*1ffi1&.*-f{ta~$S"J~~tBJjUA~1Jt*~~1Jt1IHf. Y8. ~P{~fUI~U-~~~~.Jl ®~~wS"J*1ffi. Cronbach alpha:O.42. Jl ~..:m S"J*1ffi.7t¥U ~Jt {J{ 1& ¥.} Jl 1Jt*~ 1t W~A~JjJtR5c:tt:! Jl*1ffi *~~. Y9. Yl 0 ffet.~~11'! wr.WJ~. (11 4). Yl1 Yl2 Yl3 Yl4 ~,E§ ;fJ!~M!/o/J. Yl5. • 112 •. Cronbach alpha: 0.78 pJT Jl S"J*. 1ffi 1'IJ P) ~ tB W~~ 181 ' *-f 1m 'I'!. PJT~S"J*1ffi~~Jl1~JjUAS"J~~fD~~. pJT Jl S"J*. 1ffi ~;fJ! 1:Et1E1'1S"J ~ ~. PJTJlS"J*1ffi~~~~JI$. (11 5) Jl*1ffi:g:~{1;fJ!~~ff,E§{~,E§---F.

(21) A Study on Some Consumer Orientations and Motives for Consumption of the Residents in Taiwan Cheng Kuo. ABSTRACT A survey on a national sample of 1946 Taiwan's residents, aged 20 through 65, was conducted to investigate their consumer orientations, buying habits, and motives for consumption. A structural equation model was constructed and evaluated, in which, four personal de.mographic variables: gender"' age"' educational level "' and family income"' were included as exogenous variables with a view to explaining six consumer orientations: perceived materialism, impulsive buying, consumer skills, socially expressive motives for consumption, ways of payment, and purchasing by mail -order. Results from the LISREL covariance analysis seemed to suggest that education was the best predictor among the four; that age and gender showed direct impacts only on three of the consumer orientations; and that income merely had moderate effects on motives for consumption and on ways of payment.. • 113 •.

(22)