臺灣博碩士論文加值系統

本研究主要目的為討論女性消費者的「自我概念」、「自我監控」與科技產
品「購物考量因素」的相關與差異性。本研究主要分為兩部分，第一部分探討女
性的「實際自我概念」、「理想自我概念」與「購物考量因素」的相關性，第二
部分則分析女性的「自我監控程度」與「購物考量因素」的相關與差異性。
本研究屬於兩階段研究，第一階段採用「一次完成之線上問卷調查」
（One-Shot On Line Questionnaire Survey），完成統計分析之後，再進行第二階
段研究。第二階段採用深度訪談法，透過深度訪談試圖了解消費者作該決策背後
的動機與目的。
研究結果顯示，綜合而言，女性的「理想自我概念」與「購物考量因素」的
相關性高於女性的「實際自我概念」與「購物考量因素」的相關性，主要的原因
是該因素為女性表達理想自我概念給自己以及想要傳達的人之載具；而不同的
「自我概念」也分別與不同的消費者使用大眾傳播媒介的重要性呈現顯著相關。
另一方面，高低「自我監控程度」則對於不同的「購物考量因素」具有不同的重
視程度。
本研究為「自我概念」、「自我監控」與科技產品「購物考量因素」的初探
性研究，除了支持相關「自我概念」與「自我監控」理論之外，也為後續的女性
科技產品消費行為研究開啟了另一研究方向。
關鍵字：女性消費行為、自我概念、自我監控、筆記型電腦

An Empirical Study on Women’s
Self-concept regarding Technology
Products
An example of the notebook
《ABSTRACT》
The main purpose of this study is to investigate the correlation and differences
among variables on self-concept, self monitoring, and buying consideration regarding
technology products. This research consists of two parts. Part one is to discuss the
correlation between the actual self-concept, ideal self-concept and buying
consideration variables. Part two is to discuss the differences as to those correlations
between the self monitoring and buying consideration on technology products.
The results of this research show, broadly speaking, the correlation between
women’s ideal self-concept and buying consideration is higher than the correlation
between women’s actual self-concept and buying consideration. The main reason is
that those variables are the vehicle to convey the ideal self-concept to herself and
people she wants to communicate. And different self-concepts are also significant
correlative to different media usage. In addition, findings indicate that female
consumers with high or low self-monitoring degree put different emphasis degrees on
buying consideration of technology products.
This research is the exploratory-oriented on self-concept, self monitoring, and
buying consideration variables regarding technology products. It not only supports the
theories of self-concept and self monitoring, but also highlights another research
direction as to women’s consumer behavior on technology products for the
followings.
Key Words：self-concept, self-monitoring, consumer behavior, notebooks

目 錄

第一章 緒論 ----------------------------------------------------------------------------------------1
第一節 研究背景與問題意識 -------------------------------------------------------------------1
第二節 研究價值與研究目的 -------------------------------------------------------------------4
第三節 研究流程 ---------------------------------------------------------------------------------6

第二章 文獻探討-----------------------------------------------------------------------------------7
第一節 自我概念 ---------------------------------------------------------------------------------7
一、什麼是自我概念 -------------------------------------------------------------------7
二、自我概念典範與研究 -------------------------------------------------------------8
三、自我概念與消費行為 -----------------------------------------------------------11
第二節 自我監控 --------------------------------------------------------------------------------14
一、什麼是自我監控 ----------------------------------------------------------------14
二、自我監控與消費者行為 -------------------------------------------------------17
第三節 筆記型電腦 ----------------------------------------------------------------------------20
一、產品的定義與特性 ------------------------------------------------------------20
二、現在市場情況 ------------------------------------------------------------------- 20

第三章 研究方法 -------------------------------------------------------------------------------22
第一節 研究架構 -------------------------------------------------------------------------------22
第二節 研究變數 -------------------------------------------------------------------------------23
第三節 研究假設 -------------------------------------------------------------------------------28
第四節 問卷設計 -------------------------------------------------------------------------------29
第五節 方法與樣本 ----------------------------------------------------------------------------31
第六節 資料處理與分析方法 ----------------------------------------------------------------32
第七節 信度與效度分析 ---------------------------------------------------------------------35




第四章 問卷統計與分析 ----------------------------------------------------------------------38
第一節 敘述性統計 ----------------------------------------------------------------------------38
第二節 自我概念與購物考慮因素 --------------------------------------------------------40
第三節 自我概念與媒介重要性 -----------------------------------------------------------56
第四節 自我監控與購物產品評估 --------------------------------------------------------59
第五節 人口統計變數與購物評估因素 --------------------------------------------------70
第六節 小結 --------------------------------------------------------------------------------------83


第五章 深度訪談 -------------------------------------------------------------------------------85
第六章 結果與討論 ---------------------------------------------------------------------------- 96
第一節 自我概念 ----------------------------------------------------------------------------96
第二節 大眾媒體 --------------------------------------------------------------------------------99
第三節 自我監控與購物考慮因素 --------------------------------------------------------101
第四節 自我監控與購物產品評估 --------------------------------------------------------104

第七章 結論與建議 ---------------------------------------------------------------------------106
第一節 研究結論 ------------------------------------------------------------------------------106
第二節 研究限制與後續研究之建議 ----------------------------------------------------107

參考文獻 ----------------------------------------------------------------------------------------108
附錄一 線上調查問卷 -------------------------------------------------------------------- 113
附錄二 深度訪談基本資料問卷 ---------------------------------------------------------- 120

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