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研究生:馬立凌
研究生(外文):Li, Ling - Ma
論文名稱:直接影響企圖、動機強度與決策歷史對小孩 知覺購買影響力關係之研究 -以積極社會權力為前因
論文名稱(外文):A study on direct influence attempts,motivational intensity and decision history impact on children’s perception of purchase influence-preceding factors of active social power
指導教授:賴明政賴明政引用關係
指導教授(外文):Lai, Ming -Cheng
學位類別:碩士
校院名稱:國立臺北商業技術學院
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:83
中文關鍵詞:反向的世代影響智慧型手機積極社會權力
外文關鍵詞:Reverse Intergenerational Influencessmart phoneSocial Power
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「反向的世代影響」(Reverse Intergenerational Influences,RIGI),是在家庭中小孩的認知、信念、觀點、態度和行為對於父母有著深厚的影響。在現代家庭某些情況下,小孩們的行為已經是影響者,而父母則是被影響者。現今的家庭人口結構和以往不同,同時也改變了小孩在家庭中購買上的決策,並且提升了小孩的在家庭購買決策中擁有購買的權力。
在先前探討中社會權力為六項構念,以往研究中的合理力和資訊力會對直接影響企圖所影響。本研究針對台灣青少年發放問卷分析後發現在研究中經修飾後的合理力與資訊力與以往研究不同是並沒有透過直接影響企圖去影響小孩所知覺的影響而是直接的對小孩知覺的影響力去直接影響。本研究發展出符合台灣相關反世代之研究而結論顯示出,小孩認為他們所擁有的合理力越高,同時也知覺到對產品訊息的掌握去顯現出對產品知識的瞭解,是有助於提升在家庭購買決策之影響力,則小孩就會認知到對父母的影響力相對地越高。

Reverse Intergenerational Influences(RIGI) is that child's cognitive, beliefs, ideas, attitudes, and behavior for their parents in the family. In some cases, the children's behavior is affected persons, while the parentsare affected.
Demographic and structural changes in house holds have changed the roles of children in family purchasing activities,increasing both their participation in family decision making and their purchasing power. However, In this society, the child has an important impact in life. For advancement of technology, smart phones bring a new era of mankind.
The rapid evolution of technology in understanding the operation of the smartphone is also more complex than previous communications equipment. The child which living in this environment is more acute than their parents in smart phones. In this study, for the young people them selves for positive social power,direct in fluence attempt, the study of the relationship between children perceived influence, motivation.

第一章 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 3
第二章 文獻探討 5
第一節 正世代與反世代 5
第二節 積極社會權力理論 9
第三節 直接影響企圖 17
第四節 小孩在家庭購買決策之影響力 18
第五節 動機強度 19
第六節 決策歷史 21
第三章 研究方法 22
第一節 研究架構 22
第二節 研究假說 23
第三節 變數定義與衡量 24
第四節 前測問卷 33
第五節 正式問卷 36
第六節 統計方法 37
第四章 研究結果與討論 41
第一節 樣本架構 41
第二節 信度分析 49
第三節 效度分析 51
第四節 鑑別效度分析 55
第五節 相關分析 55
第六節 整體模式衡量分析58
第七節 修飾模型分析 62
第五章 研究結論與建議 65
第一節 研究結論 65
第二節 理論意涵 67
第三節 實務建議 68
第四節 研究限制 69
第五節 後續研究的建議 70
參考文獻 71

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