金錢觀、生活型態與消費者行為

Money Attitude, Lifestyle, and Consumer Behavior

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i 逢甲大學學生報告 e-Paper(2012)

50

Abstracts

The economic, cultural and political environments have dramatically changed for decades. Thereafter, people change their lifestyle and the attitude toward money, so that the consumer behavior has changed as well. This paper discusses how consumers’ money attitude and lifestyle influence their decisions.

In order to test hypotheses we made in this paper, we survey hundreds of students from Feng Chia University first, and then employ factor analysis to extract variables, and in turn use these variables to run regression to test hypotheses. Empirical results are as follow.

First, the evidence shows the significance of gender of college students. Secondly, consumers’ amounts of allowance have substantially related with the lifestyle, but not with the attitude of money. Finally, people’s lifestyle and attitude to money have impact significantly on their behavior.

iii 逢甲大學學生報告 e-Paper(2012) . . . i . . . i i . . . i i i . . . i v . . . 1 . . . 1 . . . 2 . . . 2 . . . 4 . . . 4 . . . 8 . . . 9 . . . 1 2 . . . 1 2 . . . 1 3 . . . 3 3 . . . 3 3 . . . 3 6 . . . 4 3 . . . 4 3 . . . 4 4 . . . 4 5 . . . 4 9

3 - 1 . . . 1 5 3 - 2 . . . 1 7 3 - 3 . . . 1 8 3 - 4 . . . 1 9 3 - 5 . . . 2 0 3 - 6 . . . 2 1 3 - 7 . . . 2 1 3 - 8 . . . 2 3 3 - 9 . . . 2 4 3 - 1 0 . . . 2 5 3 - 1 1 . . . 2 6 3 - 1 2 . . . 2 6 3 - 1 3 . . . 2 7 3 - 1 4 . . . 2 9 3 - 1 5 . . . 2 9 3 - 1 6 . . . 3 0 3 - 1 7 . . . 3 1 3 - 1 8 . . . 3 2 4 - 1 . . . 3 3 4 - 2 . . . 3 4 4 - 3 . . . 3 5 4 - 4 . . . 3 6

v 逢甲大學學生報告 e-Paper(2012) 4 - 5 . . . 3 7 4 - 6 . . . 3 8 4 - 7 . . . 3 9 4 - 8 . . . 4 1 4 - 9 . . . 4 1 1 - 1 . . . 3 2 - 1 E M B . . . 6

2 1. 2. 1-1 1. 2. 3.

4

Kelly (constructive alternativism) Lazer (1963) Anderson 1967 Engel et al., (1978)

Engel-Blackwell-Miniard (1986) Engel et al., (1978) Engel et al., (1978)

Engel-Blackwell-Miniard 1968

Engel-Blackwell-Miniard Model EBM 1993 Engel Blackwell and Miniard EBM

6

2-1 EBM

Engel-Blackwell-Miniard Model (1993)

(1994)

1984

AIO

(2006) AIO

8

Yamauch and Templer (1982) (Money Attitude Scale,

MAS) - (power-prestige) –

retention-time distrust quality anxiety

(1) (2) – (3) (4) (5) (2001)

(2007)

(2011)

10

(End user of ultimate consumer)

Schiffman and Kanuk (1991)

Engel-Kollat-Blackwell(1984) EKB Model

(1) (problem recognition)

(2) (search)

(3) (alternative evaluation)

(a) (evaluation criteria)

(b) (belief)

(c) (attitude)

(d) (intention)

(4) (choice)

(5) (outcome)

(1994)

12 4 7 1 覷 _(饋00粧潢

(2005) (2000) (2010) 5 1 (2005) (1987) 5 1 (2003) 5 1 400 394

14 8 386 3-1 226 58.5% 159 41.5% 225 58% 14 4% 6 1% 44 11% 37 10% 46 12% 14 4% 117 30% 132 34% 71 19% 66 17% 72 19% 314 81% 160 41% 143 37% 52 13% 31 8% 269 70% 35 9% 5000 106 27% 5000~8000 150 39% 8000 97 25% 5000 62 70% 5000~10000 34 34.9% 10000~1500 19 19.5% 15000 2 0

3-1 159 41.5% 226 58.5% 14 4% 6 1% 44 11% 37 10% 225 58% 46 12% 14 4% 117 30% 66 17% 71 19% 132 34% 72 19% 314 81% 31 8% 143 37% 160 41% 52 13% 0 35 9% 5000 106 27% 5000~8000 150 39% 8000 97 25% 0 269 70 % 5000 62 16% 5000~10000 34 34.9% 10000~1500 19 19.5% 15000 2 0%

16 3-2 3-3 3-4 3-5 3-2 38% 29% 34% 47% 3-3 33% 48%

3-2 % 30 8% 101 26% 181 47% 45 12% 25 6% 32 8% 118 30% 155 40% 48 12% 29 7% 53 14% 168 43% 130 34% 22 6% 9 2% 60 16% 178 46% 129 33% 11 3% 4 1% 3-4 67% 63% 10% 30% 36%

18 3-3 70 18% 156 40% 129 33% 20 5% 7 2% 22 6% 104 27% 184 48% 56 14% 16 4% 91 24% 180 47% 89 23% 17 4% 5 1% 50 13% 138 36% 159 41% 24 6% 11 3% 60 16% 178 46% 129 33% 11 3% 4 1%

3-4 24 6% 94 24% 141 36% 97 25% 26 7% 71 18% 190 49% 104 27% 14 4% 3 1% 60 16% 181 47% 116 30% 23 6% 2 1% 3-5 46% 43% 30% 32% 37%

20 3-5 30 8% 86 22% 124 32% 107 28% 35 9% 39 10% 141 36% 157 41% 34 9% 11 3% 59 15% 109 28% 111 29% 79 20% 24 6% 3-6 3-10 3-6 66% 53%

3-6 % 11 3% 32 8% 83 21% 154 40% 102 26% 49 13% 154 40% 128 33% 40 10% 11 3% 3-7 21 5% 46 12% 119 31% 124 32% 72 19% 21 5% 58 15% 131 34% 127 33% 45 12% 13 3% 17 4% 70 18% 152 39% 130 34% 77 20% 158 41% 121 31% 23 6% 3 1%

22 3-7 73% 17% 31% 51% 20% 34% 45% 3-8 67% 62% 10% 38% 35% 25% 3-9

56% 56% 35% 48% 29% 35% 35% 3-8 48 12% 102 26% 135 35% 79 20% 18 5% 102 26% 160 41% 85 22% 29 7% 6 2% 58 15% 187 48% 118 30% 16 4% 3 1%

24 3-9 10 3% 54 14% 134 35% 143 37% 41 11% 12 3% 51 13% 102 26% 155 40% 62 16% 27 7% 87 22% 134 35% 99 26% 35 9% 78 20% 139 36% 98 25% 43 11% 24 6% 3-10 74% 76% 6% 27% 27% 45%

3-10 26 7% 76 20% 106 27% 107 28% 67 17% 5 1% 18 5% 71 18% 143 37% 145 37% 13 3% 10 3% 65 17% 136 35% 158 41% 3-11 3-18 3-11 54% 23%

26 3-12 3-11 % 42 11% 168 43% 127 33% 37 10% 8 2% 24 6% 67 17% 159 41% 102 26% 30 8% 3-12 13 3% 101 26% 144 37% 88 23% 36 9% 17 4% 141 36% 122 32% 80 21% 22 6%

3-13 66% 7% 3-13 66% 7% 3-13 68 18% 202 52% 93 24% 13 3% 6 2% 47 12% 172 44% 136 35% 25 6% 2 1%

28 3-14 15% 3-15 57% 52% 3-16 19% 15% 38% 32% 29%

3-14 11 3% 75 19% 187 48% 81 21% 28 7% 12 3% 48 12% 162 42% 93 24% 67 17% 21 5% 137 35% 138 36% 56 14% 30 8% 3-15 56 14% 165 43% 115 30% 33 9% 13 3% 46 12% 155 40% 113 29% 51 13% 17 4%

30 3-16 38 10% 108 28% 124 32% 76 20% 36 9% 27 7% 48 12% 141 36% 125 32% 41 11% 28 7% 126 33% 169 44% 40 10% 19 5% 3-17 56% 45% 47% 3-18

14% % % % 10% 3-17 52 13% 168 43% 128 33% 31 8% 3 1% 24 6% 63 16% 123 32% 130 34% 42 11% 18 5% 52 13% 132 34% 135 35% 45 12%

32 3-18 41 15% 152 11% 135 39% 45 12% 9 2% 45 12% 192 50% 113 29% 23 6% 9 2% 53 14% 188 49% 105 27% 27 7% 9 2%

SPSS(Statistical Package for the Social

Science) 12.0

Exploratory Factor Analysis, EFA Orthogonal Rotation Comery and Lee 1992

Factor Loadings 4-1 0.5 4-1 >0.71 50% (Excellent) >0.63 40% (Very Good) >0.55 30% (Good) >0.45 20% (Fair) >0.32 10% (Poor)

Comery and Lee 1992

KMO

0.717 Bartlett ( =0.000 0.05)

4-2 15

34 Q15 0.5 Q3 Q5 Q7 Q8 Q10 Q11 Q12 7 4-2 1 2 3 4 5 Q1 0.359 0.685 0.17 0.263 -0.262 Q2 0.432 0.698 0.178 0.249 -0.242 Q3 0.441 0.115 -0.111 0.394 0.324 Q4 0.558 0.197 -0.002 0.364 -0.024 Q5 0.416 0.254 0.436 -0.369 0.255 Q6 0.507 0.228 0.174 -0.377 0.371 Q7 0.453 -0.27 0.444 -0.244 0.106 Q8 0.441 -0.442 0.392 -0.064 -0.457 Q9 0.5 -0.42 0.293 -0.162 -0.379 Q10 -0.303 0.303 0.47 -0.114 0.262 Q11 0.456 -0.452 -0.068 0.325 0.3 Q12 0.484 -0.485 -0.172 0.316 0.187 Q13 -0.283 -0.235 0.671 0.363 0.053 Q14 0.621 0.063 -0.31 -0.219 0.083 Q15 -0.381 -0.066 0.625 0.291 0.176 4-3 16 0.5 Q16 Q17 Q18 Q19 Q20 Q22 Q25 Q26 Q27 Q29 Q30 Q31 12 Q21 Q23 Q24 Q28 4 4-4 20 Q32 Q33 Q34 Q42 Q43 Q44 Q46

Q48 Q49 10 4-3 1 2 3 4 Q16 0.517 -0.097 0.528 0.086 Q17 0.404 0.128 0.313 0.502 Q18 0.65 -0.298 -0.073 0.235 Q19 0.635 -0.171 -0.186 0.3 Q20 0.729 -0.262 -0.003 0.108 Q21 -0.274 0.495 0.498 0.013 Q22 0.176 0.563 0.132 0.189 Q23 -0.278 0.348 0.245 0.353 Q24 -0.196 0.42 0.285 -0.374 Q25 0.557 0.452 -0.176 -0.207 Q26 0.622 0.247 -0.158 -0.231 Q27 0.501 0.556 -0.408 -0.143 Q28 0.379 0.485 -0.368 0.285 Q29 0.571 0.071 0.391 -0.001 Q30 0.643 -0.184 0.199 -0.362 Q31 0.675 -0.122 0.289 -0.326

36 4-4 1 2 3 4 5 6 Q32 0.399 0.471 -0.288 -0.17 0.066 -0.1 Q33 0.444 0.227 -0.404 -0.214 0.179 0.173 Q34 0.574 0.235 -0.402 -0.262 0.181 0.038 Q35 0.482 0.321 -0.326 -0.181 0.305 -0.072 Q36 0.224 0.384 0.552 -0.055 -0.059 0.153 Q37 -0.048 0.346 0.542 0.191 0.035 0.519 Q38 0.652 -0.231 0.253 -0.061 0.158 0.237 Q39 0.637 -0.388 0.083 -0.142 0.134 0.318 Q40 0.583 -0.089 0.246 -0.269 -0.082 0.141 Q41 0.327 0.416 0.523 -0.058 0.207 -0.392 Q42 0.44 0.241 0.444 0.051 0.338 -0.278 Q43 0.71 -0.346 0.049 -0.102 -0.23 -0.067 Q44 -0.476 0.299 -0.195 0.228 0.467 0.227 Q45 0.652 -0.37 0.01 0.011 -0.259 -0.106 Q46 -0.108 0.444 0.052 -0.226 -0.316 0.376 Q47 0.442 -0.265 0.126 0.535 0.333 -0.129 Q48 0.375 -0.166 -0.316 0.49 0.222 0.272 Q49 0.473 0.404 -0.239 0.137 -0.309 -0.094 Q50 0.314 0.451 -0.061 0.501 -0.375 -0.158 Q51 0.523 0.161 -0.148 0.408 -0.274 0.174

1-1 4-5 4-5 t Beta ( ) 1.849 .065 .231 1.802 .072 -.065 -.861 .390 -.283 -2.459 .014** -.017 -.314 .754 -.073 -1.263 .207 -.082 -1.614 .107 -.132 -2.565 .011** ** 95% , t 0.072 95% t 0.891

38 t 0.014 t 0.011 1-2 4-6 4-6 t Beta ( ) -1.688 .092 -.107 -.827 .409 -.063 -.825 .410 .220 1.891 .059 .034 .614 .539 .041 .705 .481 .085 1.672 .095 .113 2.169 .031 ** 95% t

1-3 4-7 4-7 t Beta ( ) .413 .679 .164 1.264 .207 -.074 -.973 .331 -.131 -1.126 .261 -.001 -.025 .980 .017 .295 .768 -.039 -.763 .446 -.169 -3.243 .001** ** 95% 4-7 ,

40 2-1 4-8

4-8 t Beta ( ) -.603 .547 .046 .406 .685 -.041 -.621 .535 .014 .137 .891 .007 .155 .877 .054 1.080 .281 .003 .063 .950 -.101 -2.232 .026 .512 11.408 .000** ** 95% 2-2 4-9 t Beta ( ) 1.306 .192 .212 1.828 .068 -.046 -.672 .502 -.230 -2.200 .028 -.017 -.337 .736 -.001 -.025 .980 -.077 -1.688 .092 -.219 -4.687 .000** .450 9.776 .000**

42

** 95%

44

46 (饋00粧潢 (覷999潢 (饋0覷饋潢 (饋000潢 (饋000潢 (饋0覷0潢 (饋0覷饋潢 (饋006潢

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Andersen, J., Camp, P., Kiss, E., Wakita, S., and J. Weyeneth, (1993), ”The money attitude scale: What college students think about the green stuff,“ American

Council on consumer Interests Annual Conference Proceedings, p377-384.

Comery, A. L., and Lee, H. B., (1992), ”Common factor analysis,” Making sense of

factor analysis, p.102-113.

Engel, J. F., Blackwell, R. D., and Kollat, D. T. (1978), Consumer Behavior (3rd ed.), The Dryden Press, p.204.

Engel, J. F., Kollat, D. J. and Blackwell, R. D. (1984), Consumer Behavior, Chicago, MI: The Dryden Press.

Engel, J. F., Blackwell, R. D., and Miniard P. W. (1993), Consumer Behavior (7th ed.), The Dryden Press, p.4.

Lazer, W. (1963), ”Life Style Concepts and Marketing”, Toward Scientific Marketing, Stephen Greyser, ed. (Chicago: American Marketing Assn., 1963), p.140-151.

48

Kelly, G., (1975), The Psychology of Personal Constructs (5th ed.), N Y: N. W. North and Co.

Kotler, P. (1991), Marketing management: Analysis planning, implementation and

control (7th ed.), Englewood Cliffs N.J: Prentice-Hall.

Plummer, J. T. (1974), ”The Concept and Application of Life Style Segmentation”,

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Schiffman, L. G., and Kanuk, L. L. (1991), Consumer Behavior (2th), New Jersey: Prentice-Hall, p.4.

Yamauchi, K. T., and Templer, D. I. (1982), “The development of a money attitude scale,” Jouranl of Personality Assessment, 46, p522-528.

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