不同世代成人的消費文化之比較研究

Abstract

本研究旨在瞭解不同世代成人的消費文化，並作世代間的比較。研究樣本包含601個在台北的成人，年齡分別是23到35歲（早成年期）、36到45歲（中年轉換期）及46到57歲（中年期）。 本研究分為量的研究取向和質的研究取向兩種。量化部分，使用問卷來蒐集資料，資料則以百分比、算數平均數、次數分配比例及標準差等描述性統計來分析；而主要用卡方的同質性檢定及兩樣本二項式比例測驗來檢定早成年期、中年轉換期、中年期等三個世代的消費者，其世代間的消費文化是否具有顯著性差異。為了進一步分析，研究者在問卷施測之後，選擇三個世代各兩人來進行深度訪談，以事先擬好的訪談大綱，以半結構化的談話探索受訪者的消費經驗；訪談資料採逐字稿的方式，將各個受訪的逐字稿資料作兩次的轉軸，將受訪者的話語或經驗依照研究的目的概念化，並與問卷的統計分析結果相配合，呈現出與研究主題相扣連的分析，並且依照問卷的架構，結合問卷統計結果、相關文獻及深度訪談的分析進行討論，然後回答研究問題。本研究的發現如下： 一、在購買前，三個世代有閱讀商品標示的習慣。但早成年期對出門購物前的準備工作像列購物清單、準備購物袋或擬預算等較隨性。 二、文獻探討指出八個影響購物的主要因素——品質或包裝、價格或預算、流行風潮、商店氣氛、時間成本、他人意見、通路，以及品牌廣告或行銷，都會影響到各世代成人消費行為。本研究結果支持文獻探討，發現這些因素對成人的消費行為有影響，且在各世代之間的影響力有所不同。 三、三個世代的受訪者對消費者保護法認識不深，但以早成年期的受訪者認識較多。 四、三個世代的問卷受試者對消費者教育內容的期望相近，依序是「消費糾紛的處理方式及申訴管道」、「認識法規」、「綠色消費」、「消費流行資訊與趨勢」與「信用卡辦理權益」。 其他由深度訪談所得的發現與研究發現配合，研究者另外作全面性的綜合分析與討論。研究者也對成人教育工作者及政策制訂者在實施消費者教育上提出以下建議： 一、 消費者課程內容生活化。 二、 提升消費資訊的可接近性。 三、 考慮以「研習」方式進行。 四、 深入瞭解成人的消費文化。The purpose of this study is to understand consumer culture among different generations of adults in Taiwan, and to compare their differences. The study samples consist of 601 adults in Taipei. The three generations are the adults aged 23-35 (Early Adulthood), 36-45 (Midlife Transition), and 46-57 (Middle Adulthood). The study has adopted both quantitative and qualitative research approaches. About the quantitative research approach, a questionnaire is adopted and administered for this study in order to collect data. The data were analyzed by descriptive and inferential statistical methods, including percentage, mean, frequency, standard deviation, Chi-squire test and two-sample for binomial proportions. For the purpose of more thorough analysis, the author has also conducted in-depth interviews with six subjects of different generations. The interview transcripts are categorized to develop a coding system for analysis comparison. The main findings are as follows: 1. In terms of the preparation work before shopping, all of the three generations have the habit of reading labels of products. However, the adults in early adulthood are relatively less careful about other preparation work, such as draw up a shopping list, prepare a shopping bag, or list a budget. 2. Literature review indicates that eight main factors -- quality or package, price or budget, novelty-fashion, store atmosphere, time cost, other-directed, sales channel, brand& advertisement or marketing -- would influence consumers’ behavior. In this particular study, the survey findings support the literature review and show that the eight factors have different effects on different generations of adults in Taiwan. 3. Consumers in Taiwan do not have profound knowledge about the Consumer Protection Act, but those in the early adulthood are more familiar with it. 4. Adults of three generations have indicated similar needs in consumer education. Their needs inconsumer education are shown in the following order: the proper channel to solve consumer disputes, the knowledge of related laws, the idea of green consumption, the information of consumer fashion and tendency, and the rights of credit card application. Other than the above findings from the questionnaire survey, the researcher also makes a comprehensive analysis and discussion from data collected from in-depth interviews and literature review. The researcher makes suggestions to educators and policy makers in the field of consumer protection as follows: 1. The Contents of consumer education curriculum must be closely related to daily life of consumer. 2. Increase the accessibility of consumer information. 3. Proceed by Training Programs. 4. Thoroughly understand the consumer culture of adults.