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題名 親子對消費性包裝商品購買之決策因素-以 M 公司為例
Parent-child Decision-making Factors For The Purchase of Consumer Packaged Goods-M Company作者 陳欣柔
Chen, Hsin-Jou貢獻者 洪為璽
Hung, Wei-Hsi
陳欣柔
Chen, Hsin-Jou關鍵詞 親子行銷
購買決策
紮根理論
消費性包裝商品
Parent-Child Marketing
Purchase Decision
Grounded Theory
Consumer Packaged Good日期 2020 上傳時間 3-Aug-2020 18:45:03 (UTC+8) 摘要 近年來台灣出現少子化現象，生育率逐年減少，可能影響家長在購買家 庭用品或是兒童用品時的購買決策因素，本研究針對 M 公司消費性包裝商 品，透過紮根理論的研究方式，與親子家庭進行焦點訪談，於訪談過程中探 討親子進行消費時的購買決策因素, 主要討論的問題如下列四點，第一點: 家長在購買消費性包裝商品時對於產品外觀決策層面之評估要素。第二點: 家長在購買消費性包裝商品時對於產品功能決策層面之評估要素。第三點: 家長在購買消費性包裝商品時對於價格與價值決策層面之評估要素。第四點: 家長在購買消費性包裝商品時小孩喜好對於家長的影響程度。藉由研究訪談結果可以歸納出幾種家長的決策因素，其中對於產品外觀 的考量因素包含特色圖案、方便性、流行性、象徵價值，對於產品功能的考 量因素包含實用性、健康性、獨特性，對於價格與價值的考量因素包含組合 商品的吸引力、認知價格、產品知識，且大部分的家長在購買小孩會使用的 商品時，皆會考量到小孩本身的喜好。希望可以藉由本研究的探討，提供給 相關業者在進行親子行銷決策上之參考。
In recent years, the phenomenon of declining birthrates has occurred in Taiwan, and the fertility rate has decreased year by year, which may affect parents’ purchasing decisions when buying household or children’s products. Through a series of interviews, we tend to explore the purchasing decision factors of parents and children when they shopping. We invited several groups of families for conducting in-depth interviews. The main issues discussed are the following four points. The first is parents` decision- making and evaluation factors for product appearance when purchasing consumer packaged goods. The second is the importance of parents` decision-making and evaluation factors for product functions when purchasing consumer packaged goods. The third is the price and value decision and evaluation factors when purchasing consumer packaged goods. Fourth is the extent to which children’s preferences that affect parents when purchasing consumer packaged goods.Based on the results of the interviews, several parental decision-making factors could be summarized here. The consideration factors for product appearance include characteristic patterns, convenience, popularity, and symbolic value, and the considerations for product functions include practicality, health, and uniqueness. The considerations for price and value include the attractiveness of combined products, cognitive prices, and product knowledge, and most parents will consider the children`s own preferences when purchasing products that children will be using. It is hoped the results of this study could be used as references for relevant companies to make decisions when marketing parent-child products.參考文獻 一、中文部分方怡珣 (2008). 兒童讀物消費動機與決策型態之研究—以高雄市學童家長 為例. 社會發展學系. 未出版之博(碩)士論文, 國立屏東教育大學.石慶馨、孫向紅、張侃 (2005)."可用性評價的焦點小組法." 人類功效學 11: 64-67.吳正雄、李坤城 (2012). "親子外食消費行為與餐廳選擇因素之研究:以南部 地區為例." 嘉南學報第三十八期: 302-312.李世昌, 林., 李政道 (2007). "家長參與親子休閒運動之動機及休閒運動行 為之研究." 幼兒運動遊戲年刊 2: 30-40.李明聰、呂佩芬 (2015)."主觀知識和客觀知識對有機農產品消費量影響之研 究." 商業現代化學刊 8: 1-20.李玟儀 (2003). 國小高年級學童氣質、親子關係與其情緒調整之研究. 家庭 教育研究所. 未出版之博(碩)士論文, 國立嘉義大學.林雅莉 (2010). 影響親子關係因素之探討 -以出生於嬰兒潮世代的父母為 例. 人類發展與家庭學系. 未出版之博(碩)士論文, 國立臺灣師範大學.范麗娟 (1994). "深度訪談簡介." 戶外遊憩研究 7: 25-35.張宏亮 (1994). "質的研究法在體育的應用-觀察法." 中華體育季刊 7: 1-8.張高賓 (2004). "家庭心理環境、親子關係與兒童情緒經驗之關係探究." 中 華輔導學報 16: 119-148.陳淑美 (1981). "我國國民教育階段中兒童及青少年親子關係的發展." 教育 心理學報 14: 173-188.陳韻如 (2012). 從眾因素、產品因素與從眾行為對衝動性購買行 為之影響- 以女性面膜購買行為為例. 國際企業學系碩士在職專班. 未出版之博(碩)士論文, 淡江大學.楊啟文, 林. (2019). "探討親子運動生活型態行銷方法—以麗嬰房兒童運動 賽會行銷組合策略為例." 成大體育學刊 51 No.1: 54-69.廖珍凰 (2012). 台北市學齡前兒童家長於購買童鞋的金錢態度與消費決策 型態之研究. 生活應用科學研究所. 未出版之博(碩)士論文, 台南應用科技大學.劉慶華 (2016). 主題式親子餐廳消費者消費需求、消費體驗與再消費意願相 關之研究. 生活服務產業系生活應用科學碩士班. 未出版之博(碩)士論文, 台南 應用科技大學.賴玟菁、施孟隆 (2017). 親子餐廳吸引力之研究. 進修部暑期文化資源與休 閒產業碩士專班. 未出版之博(碩)士論文, 國立臺東大學.嚴金恩 (2014). "卡通人物圖案包裝對幼兒食物喜好之效果." 健康科技期刊 2: 60-80.Yates, 王. C. W. P. (2012). "簡介紮根理論研究法." 護理雜誌 59: 91-95.二、西文部分AHTOLA, O. T. (1990). "Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes." Marketing Letter 2: 159-170.Amir Ishaque, M. T. (2014). "Influence of Children on Family Purchase Decision: Empirical Evidence from Pakistan." International Review of Management and Business Research 3: 162-173.Assael, H. (1992). Consumer Behavior & Marketing Action, PWs-KENT publishing Co., Boston, USA.Castro, I. A., et al. (2016). "Food ordering for children in restaurants: multiple sources of influence on decision making." Public Health Nutr 19(13): 2404-2409.Darian, J. C. (1998). "Parent-child decision making in children’s clothing stores." International Journal of Retail & Distribution Management 26: 421-428.Ekasasi, S. R. (2005). "HE ROLE OF CHILDREN IN FAMILY DECISION MAKINGA Theoretical Review." Journal Siasat Bisnis 3: 25-41.Filiatrault, P., & Ritchie, J. B. (1980). "Joint purchasing decisions: A comparison of influence structure in family and couple decision-making units." Journal of Consumer Research 7: 131-140.Henry, P. (2002). "Systematic variation in purchase orientations across social classes." Journal of Consumer Marketing 19(5): 424-438.Hines, A. M. (1997). "Divorce-Related Transitions, Adolescent Development, and the Role of the Parent-ChildRelationship: A Review of the Literatur." Journal of Marriage and Family 59 No.2: 375-388.Holbrook, E. C. H. a. M. B. (1982). "Hedonic Consumption: Emerging Concepts, Methods andPropositions." Journal of Marketing, 46 No.3: 92-101.Kuczynski, S. L. L. (1997). "Beyond One Hand Clapping- Seeing Bidirectionality in Parent-Child Relations." Journey of Social and Personal Relationships 14: 441-461.L.PETERSON, J. (1986). "Marital-Disruption-Children-Behavior-Problems." Journal of Marriage and Family 48: 295-307.Michaelidou, N. (2007). "The Role of Health Consciousness, Food Safety Concern and Ethical Identity on Attitudes and Intentions towards Organic Food." International Journal of Consumer Studies 32: 163-170.Mohd Puad, M. H., et al. (2016). Smartphone Product Appearance: What Drive Consumers’ Purchase Decision? Proceedings of the 1st AAGBS InternationalConference on Business Management 2014 (AiCoBM 2014): 235-244.Murray, K. W., et al. (2014). "Parent-child relationships, parental psychological control, and aggression: maternal and paternal relationships." J Youth Adolesc 43(8): 1361-1373.Pandit, N. R. (1996). "The Creation of Theory: A Recent Application of the Grounded Theory Method." The Qualitative Report 2 No.4: 1-15.Park, C.-W. and B.-J. Moon (2003). "The relationship between product involvement and product knowledge: Moderating roles of product type and product knowledge type." Psychology and Marketing 20(11): 977-997.Sheth, J. N. (1974). A theory of family buying decisionsin Sheth, J.N. (Ed.), Models of Buyer Behavior, Harper & Row, New York, NY, pp. 17-33.Souder, W. E. (1972). "A Scoring Methodology for Assessing the Suitability of Management Science Models." Management Science 18 No.10: 526-543.Suwandinata, M. S. H. (2011). Children‟s Influence on the Family Decision- Making Process in Food Buying and Consumption. Am Fachbereich Agrarwissenschaften, Institut für Ernährungswissenschaft der Justus-Liebig- Universität Gießen.Thomas, A., & Chess, S. (1977). Temperament and development.Thomas W. Gruen, John O. Summers, & Frank Acito (2000).“Relationship MarketActivities, Commitment, and MembershipBehaviors in ProfessionalAssociations” Journal of MarketingVol. 64, 34–49William E Souder (2019). “A SCORING METHODOLOGY FOR ASSESSING THE SUITABILITY OF MANAGEMENT SCIENCE MODELS” Management Science, Vol. 18, No. 10 pp. B526-B543ZHANG, L. (2017). FACTORS AFFECTING CHINESE CONSUMERS’ PURCHASE INTENTIONS FOR LUXURY CLOTHING, The University of Georgia.三、網路資料中華民國內政部人口統計，上網日期:2020 年 3 月 20 日，檢自: https://www.ris.gov.tw/app/portal/346工作大贏家 95 年 5 月號，上網日期:2006 年 5 月，檢自:http://hscr.cchs.kh.edu.tw/upload/carrer-14.pdf 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363110資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107363110 資料類型 thesis dc.contributor.advisor 洪為璽 zh_TW dc.contributor.advisor Hung, Wei-Hsi en_US dc.contributor.author (Authors) 陳欣柔 zh_TW dc.contributor.author (Authors) Chen, Hsin-Jou en_US dc.creator (作者) 陳欣柔 zh_TW dc.creator (作者) Chen, Hsin-Jou en_US dc.date (日期) 2020 en_US dc.date.accessioned 3-Aug-2020 18:45:03 (UTC+8) - dc.date.available 3-Aug-2020 18:45:03 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2020 18:45:03 (UTC+8) - dc.identifier (Other Identifiers) G0107363110 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131364 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 107363110 zh_TW dc.description.abstract (摘要) 近年來台灣出現少子化現象，生育率逐年減少，可能影響家長在購買家 庭用品或是兒童用品時的購買決策因素，本研究針對 M 公司消費性包裝商 品，透過紮根理論的研究方式，與親子家庭進行焦點訪談，於訪談過程中探 討親子進行消費時的購買決策因素, 主要討論的問題如下列四點，第一點: 家長在購買消費性包裝商品時對於產品外觀決策層面之評估要素。第二點: 家長在購買消費性包裝商品時對於產品功能決策層面之評估要素。第三點: 家長在購買消費性包裝商品時對於價格與價值決策層面之評估要素。第四點: 家長在購買消費性包裝商品時小孩喜好對於家長的影響程度。藉由研究訪談結果可以歸納出幾種家長的決策因素，其中對於產品外觀 的考量因素包含特色圖案、方便性、流行性、象徵價值，對於產品功能的考 量因素包含實用性、健康性、獨特性，對於價格與價值的考量因素包含組合 商品的吸引力、認知價格、產品知識，且大部分的家長在購買小孩會使用的 商品時，皆會考量到小孩本身的喜好。希望可以藉由本研究的探討，提供給 相關業者在進行親子行銷決策上之參考。 zh_TW dc.description.abstract (摘要) In recent years, the phenomenon of declining birthrates has occurred in Taiwan, and the fertility rate has decreased year by year, which may affect parents’ purchasing decisions when buying household or children’s products. Through a series of interviews, we tend to explore the purchasing decision factors of parents and children when they shopping. We invited several groups of families for conducting in-depth interviews. The main issues discussed are the following four points. The first is parents` decision- making and evaluation factors for product appearance when purchasing consumer packaged goods. The second is the importance of parents` decision-making and evaluation factors for product functions when purchasing consumer packaged goods. The third is the price and value decision and evaluation factors when purchasing consumer packaged goods. Fourth is the extent to which children’s preferences that affect parents when purchasing consumer packaged goods.Based on the results of the interviews, several parental decision-making factors could be summarized here. The consideration factors for product appearance include characteristic patterns, convenience, popularity, and symbolic value, and the considerations for product functions include practicality, health, and uniqueness. The considerations for price and value include the attractiveness of combined products, cognitive prices, and product knowledge, and most parents will consider the children`s own preferences when purchasing products that children will be using. It is hoped the results of this study could be used as references for relevant companies to make decisions when marketing parent-child products. en_US dc.description.tableofcontents 第一章 緒論......................1第一節 研究背景與動機 ........... 1第二節 研究問題與目的 ........... 3第三節 研究流程 ................ 4第四節 名詞解釋 ................ 5第二章 文獻探討 ..................6第一節 親子關係 ................ 6第二節 親子消費決策.............. 8第三節 親子決策因素之相關研究......12第三章 研究方法.................. 17第一節 質化研究 ................ 17第二節 紮根理論 ................ 20第三節 研究對象 ................ 23第四節 研究產品之內容 ............25第四章 研究結果 ................. 27第一節 外觀構面 ................ 27第二節 功能構面 ................ 30第三節 價格與價值構面 ........... 33第四節 小孩影響力 ............... 36第五章 研究結論 ................. 38第一節 研究範圍與限制 ............ 41第二節 研究貢獻與未來研究 ........ 42參考文獻........................ 44一、中文部分 ................... 44二、西文部分 ................... 46三、網路資料 ....................47附錄一 逐字稿解碼摘要.............48附錄二 訪談問卷..................52 zh_TW dc.format.extent 1192976 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107363110 en_US dc.subject (關鍵詞) 親子行銷 zh_TW dc.subject (關鍵詞) 購買決策 zh_TW dc.subject (關鍵詞) 紮根理論 zh_TW dc.subject (關鍵詞) 消費性包裝商品 zh_TW dc.subject (關鍵詞) Parent-Child Marketing en_US dc.subject (關鍵詞) Purchase Decision en_US dc.subject (關鍵詞) Grounded Theory en_US dc.subject (關鍵詞) Consumer Packaged Good en_US dc.title (題名) 親子對消費性包裝商品購買之決策因素-以 M 公司為例 zh_TW dc.title (題名) Parent-child Decision-making Factors For The Purchase of Consumer Packaged Goods-M Company en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文部分方怡珣 (2008). 兒童讀物消費動機與決策型態之研究—以高雄市學童家長 為例. 社會發展學系. 未出版之博(碩)士論文, 國立屏東教育大學.石慶馨、孫向紅、張侃 (2005)."可用性評價的焦點小組法." 人類功效學 11: 64-67.吳正雄、李坤城 (2012). "親子外食消費行為與餐廳選擇因素之研究:以南部 地區為例." 嘉南學報第三十八期: 302-312.李世昌, 林., 李政道 (2007). "家長參與親子休閒運動之動機及休閒運動行 為之研究." 幼兒運動遊戲年刊 2: 30-40.李明聰、呂佩芬 (2015)."主觀知識和客觀知識對有機農產品消費量影響之研 究." 商業現代化學刊 8: 1-20.李玟儀 (2003). 國小高年級學童氣質、親子關係與其情緒調整之研究. 家庭 教育研究所. 未出版之博(碩)士論文, 國立嘉義大學.林雅莉 (2010). 影響親子關係因素之探討 -以出生於嬰兒潮世代的父母為 例. 人類發展與家庭學系. 未出版之博(碩)士論文, 國立臺灣師範大學.范麗娟 (1994). "深度訪談簡介." 戶外遊憩研究 7: 25-35.張宏亮 (1994). "質的研究法在體育的應用-觀察法." 中華體育季刊 7: 1-8.張高賓 (2004). "家庭心理環境、親子關係與兒童情緒經驗之關係探究." 中 華輔導學報 16: 119-148.陳淑美 (1981). "我國國民教育階段中兒童及青少年親子關係的發展." 教育 心理學報 14: 173-188.陳韻如 (2012). 從眾因素、產品因素與從眾行為對衝動性購買行 為之影響- 以女性面膜購買行為為例. 國際企業學系碩士在職專班. 未出版之博(碩)士論文, 淡江大學.楊啟文, 林. (2019). "探討親子運動生活型態行銷方法—以麗嬰房兒童運動 賽會行銷組合策略為例." 成大體育學刊 51 No.1: 54-69.廖珍凰 (2012). 台北市學齡前兒童家長於購買童鞋的金錢態度與消費決策 型態之研究. 生活應用科學研究所. 未出版之博(碩)士論文, 台南應用科技大學.劉慶華 (2016). 主題式親子餐廳消費者消費需求、消費體驗與再消費意願相 關之研究. 生活服務產業系生活應用科學碩士班. 未出版之博(碩)士論文, 台南 應用科技大學.賴玟菁、施孟隆 (2017). 親子餐廳吸引力之研究. 進修部暑期文化資源與休 閒產業碩士專班. 未出版之博(碩)士論文, 國立臺東大學.嚴金恩 (2014). "卡通人物圖案包裝對幼兒食物喜好之效果." 健康科技期刊 2: 60-80.Yates, 王. C. W. P. (2012). 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