• 作者： 林清河、施坤壽、許家銘
• 作者服務機構： * 國立成功大學工業管理科學系 ** 國立成功大學企業管理研究所 *** 南台科技大學行銷與流通管理系
• 中文摘要： The study implement the G.B. Sproles & E.L. Kendall's consumer style inventory to study the students' values and the behavior of the decision styles in the process during they purchasing. The results reveal that (1) There are eight consumers' decision styles that consist of conception of brand, conception of quality, entertainment, conception of price, emotional behavior, loyalty, overloading of information, and conception of fashion. (2) Based on there eight dimensions, the students can be separated into five consuming groups which include: careful group, fashion group, anxious group, economic and convenient group, and unconcerned group. (3) They show that some of variables of demographic (i.e., sex. college, disposal money per month) have significant effect on consumers' decision style. This phenomena also happens on the personal values (responsibility and respectful, bliss and harmonious, accomplishment and life, equality and composed, intelligence and capability, sincere and help to others, self-respect and identification). (4) Five consuming groups appear different conception of value partially.
• 英文摘要： 本研究應用G.B. Sproles 與E.L. Kendall 於1986 年之論文所發展出的消費者型態問卷（CSI），探討臺灣地區大學生在進行消費決策時，內心所表現出引導決策的消費決策型態。研究結果發現臺灣地區大學生有八個代表性消費者決策型態：品牌認知導向、品質認知導向、休閒娛樂導向、價格認知導向、衝動性導向、忠誠習慣性導向、決策困擾導向及流行認知導向。並且根據八個消費者決策型態構面因素，將臺灣地區大學生區隔為五個互異的消費決策族群：謹慎型、焦慮型、時尚型、經濟方便型及冷漠型。在個人價值觀方面，研究結果顯示臺灣地區大學生有七個代表性的個人價值觀，分別為：負責謙恭、幸福和諧、成就與生活、平等安和、才智能力、誠恕助人、自尊與認同。對於八個消費者決策型態構面因素在排除人口統計變項之影響下進行與價值觀之相關研究，研究結果發現，透過人口統計變項之控制，七項個人價值觀與消費者決策型態因素皆呈顯著相關，而五種消費決策族群在個人價值觀上也呈現部份的差異性。
• 中文關鍵字： consumers' decision styles, personal values, Taiwan, students of university
• 英文關鍵字： 消費者決策型態，個人價值觀，臺灣，大學生