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The primary objects of this research are, namely to understand the motive for consumption and the consumer behavior, explore the extrinsic factors, the personal factors and the consumptive motive factors in the consumer behavior of youngsters who frequent in Internet cafés in Taipei City, and explain the effect of gender on the discrepancy in the extrinsic factors, the motive for consumption and consumer behavior. To achieve the aforesaid objects of research, this research involves the following steps. Study youngsters’ physical and mental development and the possible factors in the youngsters’ consumer behavior in Internet cafés by means of Focus Group and literature review. Prepare the questionnaire for a survey, acquire quota samples by conducting non-probability sampling, and conduct the survey on youngsters who are between 12 and 18 years old, have their household registered in Taipei City and have ever gone to Internet cafés. We get 513 copies of effectively answered questionnaire. We analyze the answers given to the questionnaire, by statistical means, namely number distribution, percentage, mean, standard deviation, Chi-square test of independence, contingency correlation coefficient, Cramer’s V coefficient, independent sample t-test, and percentage homogeneity test. Our findings are as follows. 1. In the measurement table about extrinsic factors, the mean is greater than the median. 2. Youngsterswho visit Internet cafés in Taipei city are mostly living with their family. More than 50% of them say they are on good terms with their family, more than 90% say they have good friends, more than 50% on good terms with their classmates, more than 60% enjoy going to school, and most of them believe that their academic performance is so-so. 3. In the measurement table about motive for consumption, the mean is greater than the median. 4. As regards consumer behavior in terms of the number of visits, each of the following ranks the first in their respective questions: “having been to Internet cafés for more than ten times”, “going to Internet cafés less than once a month”, “spending one to three hours in an Internet café”, “spending less than one hundred NT Dollars, “petty cash given by parents” and “playing online games”. 5. Extrinsic factors correlates with “number of visits”, “how often”, “duration”, “amount of money spent”, “source of money”, and “what they do in Internet cafés”, regarding youngsters’ visit to Internet cafés. 6. Schooling correlates with “amount of money spent on Internet cafés”, “source of money for going to Internet cafés” and “what to do in Internet cafés”, as far as the youngsters’ consumer behavior in Internet cafés is concerned. However, in this regard, schooling does not correlate with “number of visits”, “how often” and “duration”. As regards the youngsters’ relations with their fathers, their Internet café consumer behavior correlates with “number of visits” and “source of money”, but it does not correlate with “how often”, “duration”, “amount of money spent” and “what they do in Internet cafés”. As regards the youngsters’ relations with their mothers, their Internet café consumer behavior correlates with “how often”, ”duration”, “amount of money spent” and “source of money” , but it does not correlate with “number of visits” and “what they do in Internet cafés”. As regards the youngsters’ relations with their siblings, their Internet café consumer behavior correlates with “number of visits”, “how often”, ”duration”, “amount of money spent” and “what theydo in Internet cafés” , but it does not correlate with “source of money”. Their personal relations correlate with “source of money”, but it does not correlate with “number of visits”, “how often”, ”duration”, “amount of money spent” and “what they do in Internet cafés”. Whether they enjoy going to school correlates with “number of visits”, “how often”, ”duration”, “amount of money spent” and “what they do in Internet cafés”, though it does not correlate with “source of money”. Their opinionsabout their own academic performance correlate with “number of visits”, “how often”, ”duration”, “what they do in Internet cafés”, but it does not correlate with “amount of money spent” and “source of money”. 7. As regards the youngsters’ consumer behavior in Internet cafés, their motive for consumption correlates with “number of visits”, “how often”, ”duration”, “amount of money” and “what they do in Internet cafés”, but it does not correlate with “source of money”. 8. Gender does not have any effect on any extrinsic factors in youngsters’ consumer behavior in the Internet cafés in Taipei City, whether the extrinsic factors are positive factors in the facilities of an Internet café or positive factors in the services of an Internet café or any other extrinsic factors. 9. As regards the youngsters who visit Internet cafés in Taipei City, their motives for consumption vary, depending on gender, whether the motives are related to curiosity, fulfillment or affinity. 10. As regards the youngsters who visit Internet cafés in Taipei City, gender determines “number of visits”, “how often”, ”duration”, “amount of money spent”, “source of money”and “what they do in Internet cafés”. In light of the aforesaid conclusions and the findings of the “developmental task” interviews conducted on the youngsters who frequent Internet cafés in Taipei City, we make the following proposals. 1. Youngsters Choose Internet cafés and leisure facilities carefully. Choose companions carefully; maintain good personal interaction. Have good interaction with parents and teachers. Improve one’s time management. Learn to control one’s desires; master one’s financial management. Learn to carry out one’s career planning; create visions of one’s future. Recognize one’s features, and appreciate and accept oneself. Improve one’s capability and method of emotionalcontrol. Create one’s healthy, positive philosophy. 2. Parents Provide a harmonious, genial family. Maintain good parent-child relations. Build a good interactive model for two-way communication. Do one’s best to fulfill one’s parental duties. Set a good example with one’s own conduct; abide by the law, so as to become a model of good parents. Spend more time with one’s children, and be concerned about one’s children. Provide one’s children with computer hardware and software in an appropriate manner, so as to improve the children’s computer skills and increase their enthusiasm for computer. 3. Schools Teachers should improve the design of their teaching so as to enhance students’ interest in their studies. Attach importance to diversified intelligence. Appreciate and accept students’ various achievements. Respect whatever discrepancies in students’ idiosyncrasy. Appreciate and accept the efforts made by students. Mold a friendly, harmonious atmosphere in class. Take the initiative in being concerned about students’ family life and daily life. Improve one’s computer skills and enthusiasm in computer. Administrative units should have a good understanding of Internet cafés. Intensify the implementation of integrated activity counseling courses. Made good use of the information-related facilities of the school. Organize diversified on-campus or outbound extracurricular activities. Provide various leisure facilities. 4. Businesspersons Provide equipment and facilities of good quality. Honestly and strictly abide by related laws. Strive to turn Internet cafés into community-oriented classrooms for learning information technology. Assist the Taiwan-based industry in reinforcing the information technology industry in Taiwan. 5. Government The education authority should strictly implement its counseling services for youngsters’ developmental tasks. Encourage parents to acquire knowledge and ability related to parental duties. Increase schools’ facilities of computer science; brush up teachers’ computer knowledge. Help Internet cafés become a part of social education system. The legislature should enact a special law as soon as possible to govern Internet cafés across the country, so as to enforce the management, crime-fighting, prohibition and registration of Internet cafés strictly and facilitate the enforcement of the laws related to Internet cafés. The competent authority in charge of economic affairs should award excellence insignias to Internet cafés founded lawfully and abide by the law. Encourage the Internet café industry and the information technology industry to work together to jointly develop the international market. 6. Subsequent Research Increase the scope of research objects. Attempt to test the validity of concepts. Consider the method for the integration of quantitative data and qualitative data. Conduct subsequent research on simplified parameters and issues.
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