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標題: Influences of Family Communication and Lifestyles on Purchasing Decisions among Young Adults in Taiwan
作者: 張凱鳴
Chang, Kai Ming
關鍵字: Family communication patterns;Lifestyles;Young adults;Purchasing decisions;Sports shoes;Casual clothing
出版社: 行銷學系
This research intends to distinguish various family communication patterns in Taiwan and to reveal the linkage of family communication patterns to the lifestyles of young adults. The differences in family communication patterns for young adults by the time when they live with their parents and when they are away from families studying in colleges are considered. Lifestyles of young adults are categorized into different types to reveal the diversity. Differences in purchasing decisions among various segments of young adults are analyzed for two product categories, sports shoes and casual clothes. The survey was conducted in April 2005 in six universities in Taiwan. Total valid samples were 576.
The family communication patterns considered in this study are categorized into two dimensions, socio-orientated and concept-orientated. The socio-oriented type of communications emphasizes harmonious within families, while the concept-oriented type of communications encourages discussion before making decisions. Four typologies of family communication patterns are classified using these two dimensions of family communication patterns, including Laissez Faire, protective, pluralistic, and consensual.
Ten factors are extracted from the lifestyles of young adults in Taiwan, including fashion conscious, family centered, knowledge craving, sports oriented, opinion leader, ad attracted, traveler, unsociable, price conscious, and TV watcher. This study segments the respondents into two clusters, pragmatic and fashion cognizant, to reveal various family communication patterns and lifestyles in addition to purchasing decisions of sports shoes and casual clothes. The respondents in the pragmatic cluster purchase sports shoes and casual clothes less frequently, and pay less attention to marketing-related information. The family communication patterns for respondents in the pragmatic cluster are more likely to be low concept-oriented, protective and Laissez Faire types. The fashion cognizant respondents pay special attention to the marketing-related information and brands can be considered more important in making purchasing decisions. These fashion cognizant young adults are considered as opinion leaders and are likely to be more active and energetic. Respondents in this cluster purchase sports shoes and casual clothes more frequently with higher budgets. The family communication patterns of respondents in this cluster are high concept-oriented, pluralistic and consensual.
Appears in Collections:行銷學系所

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