影響青少年購買意願的相關因素探討-以五月天演唱會為例

Abstract

本研究旨在探討目前我國13-19歲之青少年族群的購買意願，並以台灣現在最具知名度樂團－五月天演唱會為例，嘗試探討不同背景變項在購買五月天樂團門票意願之影響力大小。 根據研究之文獻探討，擬定「對五月天的態度」、「受同儕的影響」、「青少年之金錢價值觀」為自變數，以「購買門票意願」為依變數。採用紙本問卷方式共發放619份問卷，回收590份有效問卷，所得問卷經 SPSS統計軟體中的信度分析、敘述性統計分析、獨立樣本 檢定、單因子變異數分析、Pearson積差相關分析、多元迴歸分析等統計方法分析問卷，以驗證相關之研究命題。 本研究結果發現如下所列： 一、在性別方面：男性受試者在購買門票意願、金錢行為及預算行動等平均得分較高，說明男性在日常生活中會有規劃性地賺錢與儲蓄，並有比較高的傾向透過花錢行為抒發情緒，此即反映男性受試者在購買門票意願高於女性受試者，在金錢行為與預算行動上也是如此。 二、在教育程度方面：高中學生在購買門票意願與金錢行為等平均得分顯著高於國中學生，且國中學生在保守儲蓄平均得分顯著高於高中學生，此即反映國中學生對於金錢的觀念偏向保守，比較不會有太多的金錢行為，高中學生則是願意追隨流行，捨得花錢購買五月天演唱會門票。 三、在個人每月可支配零用金方面：每月可支配零用金較多者，其在購買門票意願、行為意向、受同儕影響、保守儲蓄、金錢行為以及預算行動等平均得分高於每月可支配零用金較少者。本研究也合理反映出當個人每月可支配10,001元以上零用金之受試者，購買演唱會門票之意願也顯著高於每月可支配3,000元以下零用金之受試者。 四、支持五月天的時間：支持五月天樂團長達3年以上者，其在購買門票意願、對五月天的態度(認知、情感、行為意向)、受同儕影響、保守儲蓄、金錢行動以及預算行動等平均得分，皆顯著高於支持五月天樂團少於6個月之受試者，說明五月天樂團的忠實青少年歌迷，對五月天抱持更為正面的態度。 五、是否曾購買五月天樂團演唱會門票：曾經購買過五月天演唱會門票之受試者，其在購買門票意願、對五月天的態度(認知、情感、行為意向)、受同儕影響、金錢行動以及預算行動等平均得分，皆顯著高於未曾購買五月天樂團演唱會門票者，表示其曾經採取實際的購買行為支持五月天樂團的青少年，願意付出金錢與行動在五月天演唱會的活動上再度給予支持。 六、由【係數】報表可知，適配的複迴歸模式為 購買門票意願 = -0.227+0.161*認知+0.287*情感+0.206*行為意向+0.286*受同儕影響+0.174*金錢行為。 由標準化係數可知：在本研究中，青少年購買五月天演唱會門票之意願， 受同儕影響係數最大、情感次知，而認知的影響力最小。 最後，本研究貢獻在於：嘗試提出多個影響青少年購買演唱會門票行為的變數加以驗證，並獲得理論與數據上的合理證實。因此希望藉此提供後續研究者在「消費者行為」上的參考，並引起更多啟發和思考。This study is designed to explore the current my by smes. 13-19 years of youth groups and the purchase intent to Taiwan now most famous orchestra concert on may day - as an example, try to explore different background variables may purchase day tickets will influence the orchestra size. According to the literature research exploring the formulation "May Day", "The impact of PEER", "Adolescents of monetary values to a variable" to "buy tickets will is in accordance with the variable. The use of paper questionnaires received a total of 619 questionnaires recycling 590 up effective questionnaire for the survey of statistical software SPSS. degrees analysis, descriptive statistics, independent sample certification, single factor analysis of variance, pearson the difference related analysis, multiple regression analysis of statistical methods to analyze the questionnaire to verify that the relevant research proposition. The findings of this study are as follows: First, in respect of Gender: male subjects in the purchase tickets will, money behavior and budgetary actions average score higher on men in everyday life will be planning to earn money with savings and have a higher propensity to spend money through expressing emotions, behavior that reflect male subjects in the purchase tickets will higher than female subjects in the money behavior and budgetary actions. Second： Education: High school students in the purchase of tickets will and money behavior, significantly higher than the average score of students and the secondary school students average score in the conservative savings significantly higher than high school students state that reflect the concept of secondary school students for money biased conservative comparison does not have too much money behavior for high school students is willing to follow the popular, willing to spend money to buy concert tickets on may day. Third： in the personal monthly disposable petty cash: monthly disposable petty cash more to buy tickets at will, behavioral intention, subject topeer influence and conservative savings, money behavior and budgetary actions average score greater than the monthly disposable petty cash is less. The study also reflects when reasonable personal monthly disposable 10,001 yuan petty cash is subject to buy concert tickets will also significantly higher than the monthly disposable 3,000 following petty cash of the subject. Fourth： support May Day: on may day orchestra support for up to 3 years with the purchase of tickets will, on may day attitude (cognitive, emotional, behavioral intention), subject to peer influence and conservative savings, as well as budget money to average scores are significantly higher than support May Day orchestra less than 6 months from the subject on may day the faithful youth orchestra fans may day to keep a more positive attitude. Fifth： whether it had purchased May Day Orchestra concert tickets: has purchased the May Day concert tickets of the subjects in the purchase tickets will, on may day attitude (cognitive, emotional, behavioral intention), peer influence, money action and budgetary actions in the average scores are significantly higher than did not purchase the May Day Orchestra concert tickets that it had taken the actual purchasing behaviors may support the Youth Orchestra, day willing to pay money and action on may day concert on the activities of the support again. Sixth： by [Factor] report suggests that the replication adapter regression model to purchase tickets will = 0.161* -0.227 cognitive behavioral intention of 0.287* emotional 0.206* 0.286* is 0.174* money peer influence behavior. The Normalization Factor known: in this study, young people may buy concert tickets of the day willbe peer impact factor maximum, emotional time aware of the impact of awareness. Finally, the contribution of this study lies in the attempt to make more impact on young people buy concert tickets behavior variables to validate and get on the theory and data reasonable confirmed. Therefore hoped to provide follow-up researchers in the consumer behavior" to the reference and give rise to more inspiration and reflection.