臺灣博碩士論文加值系統

母女影響是消費者社會化研究中近年一個興起的重要議題，在過去的消費者社會化研究中就一直很重視母女影響的議題，尤其Moore et al. (2002)及Cotte and Wood (2004)開始注意到母女影響與品牌權益的關係以後，母女影響的研究再次受到重新的認識。本研究延續Moore et al. (2002)的實證研究，探討母女影響的品類選擇效果及品牌選擇效果的影響因素。
本研究以中部地區大專院校外宿女學生為研究對象，有效問卷共計129份。以敘述統計分析、信度、效度分析、因素分析、相關分析、二元羅吉斯迴歸分析等研究方法做實證研究分析。
研究發現母女溝通、品牌忠誠度、虛榮特性等構面對母女影響的品類選擇效果產生正向影響關係；但對母女影響的品牌選擇效果沒有顯著影響，而在品牌意識部分，對母女影響的品類選擇效果及品牌選擇效果沒有顯著的影響。因此，就產品層次來看，母女消費者在進行消費決策的過程中，產品類別層次的母女影響效果較顯著；產品品牌層次的母女影響效果則較不明顯，原因在於可能存在著同儕影響及台灣社會家庭結構變化快速，以致於女兒為了迎合社會的變化，會不斷接受創新的產品及資訊，母親則跟上社會潮流的腳步較緩慢，因此會減低母親對女兒的消費影響。

The intergenerational (IG) influences have become the newly important issue of consumer socialization research in the recent year. Since Moore et al. (2002) and Cotte and Wood (2004) found that IG influences existed between mother and daughter in terms of brand equity, researchers has become more interesting in this issue. This research is aimed to extend the IG influences research of Moore et al. (2002) to testify Taiwanese samples of IG impact on the brand selection.

A survey of 129 out-of-campus female students of universities located in the central Taiwan was conducted. The binary logistic regression is applied to test the relationship between intergenerational influence and brand selection empirically. Results indicated that intergenerational communication, brand loyalty, and vanity traits have positive impact on the product selection of intergenerational influence between mother and daughter. However, the IG influences between mother and daughter of brand selection are not significantly. The implications of these findings for researchers and practitioners are discussed.

目錄 頁次
誌謝辭 …………………………………………………………….………Ⅰ
中文摘要 ……………………………………………………………….…Ⅱ
英文摘要 ...…………………………………………………………….….Ⅲ
目錄 ……………………………………..………………………………...Ⅳ
表次 …………………………………………………….……………..…..Ⅵ
圖次 ………………………………………………………………….....…Ⅵ
第壹章 緒論 - 1 -
第一節 研究動機與背景 - 1 -
第二節 研究目的 - 3 -
第三節 研究流程 - 4 -
第貳章 文獻探討 - 6 -
第一節 消費者社會化 - 6 -
第二節 母女影響與產品及品牌選擇的關係 - 8 -
第三節 母女影響的相關影響因素 - 10 -
第參章 研究方法 - 14 -
第一節 研究架構 - 14 -
第二節 變數之操作性定義及其衡量 - 15 -
第三節 研究問卷 - 18 -
第四節 資料分析方法 - 21 -
第肆章 資料分析與實證結果 - 23 -
第一節 敘述統計分析 - 23 -
第二節 信度與效度分析 - 27 -
第三節 因素分析 - 29 -
第四節 相關分析 - 31 -
第五節 二元羅吉斯迴歸分析 - 32 -
第伍章 結論與建議 - 38 -
第一節 研究結果 - 38 -
第二節 研究討論 - 40 -
第三節 研究貢獻 - 43 -
第四節 研究限制與後續研究建議 - 44 -
參考文獻 - 45 -
附錄一：產品預試問卷調查表 - 50 -
附錄二：預試問卷 - 52 -
附錄三：正式問卷 - 54 -

一、中文部分
杜佳玲 (2002)，「炫耀性消費行為之省思---以Y世代服飾為例」，輔仁大學織品服裝學系碩士論文。
林建煌 (2002)，消費者行為，台北：智勝文化。
張威龍 (2000)，「虛榮特性、物質傾向與強迫性購買關係之研究」，國立台北大學企業管理學系博士論文。
二、英文部分：
1.Aaker, David A. (1991), Managing Brand Equity. New York: The Free Press.
2.Arndt, Johan (1971),“A Research Note on Intergenerational Overlap of Selected Consumer Variables,” Markeds Kommunikasjon, 8 (3),1-8.
3.Ailawadi, Kusum L., Scott A. Neslin, and Karen Gedenk (2001),“Pursuing the value-Conscious Consumer : Store Brands Versus National Brand Promotions,” Journal of Marketing, Vol. 65(January),71-89.
4.Belk, R.W. (1988), “Possessions and the extended self,” Journal of Consumer Research, 2 (September), 139-168.
5.Bettman, J. R. (1970), “Information processing models of consumer behavior,” Journal of Marking Research, 7, 370-76.
6.Berndt, T. J. (1979),“Developmental changes in conformity to peers and parents,” Developmental Psychology, 15: 606-616.
7.Carlson, Les and Sanford Grossbart (1988), “Parental Style and Consumer Socialization of Children,” Journal of Consumer Research, 15 (June), 77-94.
8.Carlson, Les ,Ann Walsh, Russell N. Laczniak, and Sanford Grossbart (1994), ”Family Communication Patterns and Marketplace Motivations, Attitudes, and Behaviors of Children and Mothers,” Journal of Consumer Affairs, 28 (1), 25-53.
9.Childers, Terry L. and Akshay R. Rao (1992), “The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions,” Journal of Consumer Research, 19 (September), 198-211
10.Cotte June and Stacy L Wood (2004),“Families and Innovative Consumer Behavior: A Triadic Analysis of Sibling and parental influence,” Journal of Consumer Research, Vol. 31(June),78-86.
11.Churchill, G. A., Jr.,and G. P. Moschis (1979),“Television and Interpersonal Influences on Adolescent Consumer Learning,” Journal of Consumer Research, 6 (June), 23-35.
12.Dholakia, R. R. and J. L. Sidney (1987), “The Consumption Dream in the United States:Aspiratrion and Achievements in a Changing Environment,” Journal of Macromarketing, 7(Fall), 41-51.
13.Ericksen, M. K. (1996), “Using self-congruity and ideal congruity to predict purchaseintention: A European perspective,” Journal of Euro-Marketing, 6(1), 41-56.
14.Foxman, Ellen R., Patriya S. Tansuhaj, and Karin M. Ekstrom (1989), “Family Members' Perceptions of Adolescents' Influence in Family Decision Making,” Journal of Consumer Research, 15 (March), 482-91.
15.Graeff, T. R. (1996),“ Using promotional messages to manage the effects of brand andself-image on brand evaluations,” Journal of Consumer Marketing, 13(3), 4-18.
16.Gecas, V. and, M. L. Schwalbe(1986),“Parental behavior and adolescent self-esteem,” Journal of Marriage and the Family, 48, 37-46.
17.Guest, Lester (1964), “Brand Loyalty Revisited: A Twenty-Year Report,” Journal of Applied Psychology, 48 (April), 93-97.
18.Hill, Reuben (1970), Family Development in Three Generations, Cambridge, MA: Schenkman.
19.Hasfsrtom, Jeanne L., Jung Sook,Chae, and Young Sook Chung (1992),“Consumer Decision-Marking Styles:Comparison Between United States and Korean Young Consumers,” The Journal of Consumer Affairs. Vol. 26, 146-158
20.Hawkins, Del I., J. B. Roger, A. C. Kenneth (2004), Consumer Behavior: Building Marketing Strategy ,9d ed. New York:McGraw Hill.
21.Heckler, Susan E., Terry L. Childers, and Ramesh Arunachalam (1989), “Intergenerational Influences in Adult Buying Behaviors: An Examination of Moderating Factors,” in Advances in Consumer Research, Vol. 16, Thomas K. Srull, ed. Provo, UT: Association for Consumer Research, 276-84.
22.Kandel, D. B.and K. Andrews (1987), “Processes of adolescent socialization byparents and peers,” International Journal of the Additions, 22: 319-342.
23.Keller,K.L.(1993),”Conceptualizing,Measuring,and Managing Consumber-Based Brand Equity,” Journal of Marketing, 1-22.
24.Krishnan,H.S.(1996),“Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective,” International Journal of Research in Marketing, Vol.13, 389-405.
25.Moschis, George, and Gilbert Churchill. (1978),“Consumer Socialization: ATheoretical and Empirical Analysis,” Journal of Marketing Research, 15 (November), 599-609.
26.Moschis, George, and Roy Moore. (1979), “Decision Making Among the Young: A Socialization Perspective,” Journal of Consumer Research, 6 (September), 101-112.
27.Moore, Elizabeth S.,William L. Wilkie and Richard J. Lutz (2002), “Passing the Torch: Intergenerational Iinfluences as a Source of Brand Equity,” Journal of Marketing, Vol. 66, (April), 17-37
28.Moore, Elizabeth S.and Richard J. Lutz (2000),”Children Advertising and Product Experiences,” Journal of Consumer Research, 27(June), 31-48.
29.Moore, Elizabeth S. and Richard J. Lutz (1988), “Intergenerational Influences in the Formation of Consumer Attitudes and Beliefs About the Marketplace: Mothers and Daughters,” in Advances in Consumer Research, Vol. 15, M.J. Houston, ed. Provo, UT: Association for Consumer Research, 461-67.
30.Moore, Elizabeth S. and Britto M. Berchmans (1996), “The Role of the Family Environment in the Development of Shared Consumption Values: An Intergenerational Approach,” in Advances in Consumer Research, Vol. 23, K. Corfman and J.G. Lynch, eds. Provo, UT: Association for Consumer Research, 484-90.
31.Netemeyer, R.G., S. Burton, and D.R. Lichtenstein(1995), “Trait Aspects of Vanity: Measurement a nd Relevance to Consumer Behavior,” Journal of Consumer research, 21(March), 612-626.
32.Nunnally, J.(1978),Psychometric Theory, New York: McGraw-Hill.
33.Olsen, Barbara (1993), “Brand Loyalty and Lineage: Exploring New Dimensions for Research,” in Advances in Consumer Research, Vol. 20, L. McAlister and M.L. Rothschild, eds. Provo, UT: Association for Consumer Research, 276-84.
34.Olsen, Barbara(1995),“Brand Loyalty and Consumption Patterns: The Lineage Factor,” in Contemporary Marketing and Consumer Behavior: An Autobiographical Sourcebook, John F. Sherry Jr., ed. Thousand Oaks, CA: Sage Publications, 245-81.
35.Onkvisit, S. and Shaw, J. (1987),“ Self-concept and image congruence: Someresearch and managerial implications,” Journal of Consumer Marketing, 4,13-23.
36.Obermiller, Carl and Eric R. Spangenburg (2000), “ On the Origin and Distinctness of Skepticism Toward Advertising,” Marketing Letters, 11 (4), 311-22.
37.Shah, Reshma H. and Banwari Mittal (1997),“Toward a Theory of Intergenerational Influence in Consumer Behavior: An Exploratory Essay,” in Advances in Consumer Research, Vol. 24, Merrie Brucks and Deborah J. MacInnis, eds. Provo, UT: Association for Consumer Research, 55-60.
38.Shim, S. and K. C. Gehrt (1996),“ Hispanic and native American adolescents: An exploratory study of their approach to shopping,” Journal of Retailing, 72(3), 307-324.
39.Sproles, G.. B. and E. L. Kendall (1986),“ A methodology for profiling consumers’ decision making styles,” The Journal of Consumer Affairs, 20(2), 267-279.
40.Steinberg, L., S. D. L., and S. M. Dornbusch (1992),“Impact of parenting practices on adolescent achievement: Authoritative parenting, school involvement,and encouragement to succeed,” Child Development, 63: 1266-1281.
41.Steinberg, L. and S. B. Silverberg (1986),“The vicissitudes of autonomy in earlyadolescence,” Child Development, 57: 841-851.
42.Sherif, M.and C. W. Sherif (1964),“Reference Group: Exploration Into Conformityand Deviation of Adolescents,” Harper and Row, New York.
43.Viswanathan, Madhubalan, Terry L. Childers, and Elizabeth S. Moore (2000), “The Measurement of Intergenerational Communications and Influence on Consumption: Scale Development, Validation and Cross-Cultural Comparison,” Journal of the Academy of Marketing Science, 28 (Summer), 406-24.
44.Ward, Scott (1974),“Consumer Socialization,” Journal of Consumer Research, I (September), 1-14.
45.Woodson, Larry G., Terry L. Childers, and Paul R. Winn (1976), “Intergenerational Influences in the Purchase of Auto Insurance,” in Marketing Looking Outward: 1976 Business Proceedings, William B. Locander, ed. Chicago: American Marketing Association, 43-49.
46.Wells, W., J. Burnett and S. Moriarty (1998), “Advertising Principle and Practice,” New Jersey:Prentice Hall.
47.Wilkie, William L. (1994), Consumer Behavior, 3d ed. New York: John Wiley & Sons.
48.Wan, Fang, Seounmi Youn, and Tammy Fang (2001)“Passionate Surfers in Image-Driven Consumer Culture：Fashion-Conscious,Appearance-Savvy People and Their Way of Life,” Advances in Consumer Research Vol. 28, 266-274.