幼兒園家長環境知覺、知覺風險與消費決策關聯性之研究：以高雄地區為例

Relationships with the Environmental Perception%2C Perceived Risk and Consumer Decision-making for the Preschool Parents –for an example of the Kaohsiung City

本研究旨在探討高雄地區幼兒園家長環境知覺、知覺風險與消費決策關聯性之調查 研究，以高雄地區幼兒園家長為研究對象。採用「幼兒園家長環境知覺、知覺風險與消 費決策關聯性調查問卷」為工具進行研究，共寄出580 份問卷，回收有效實際樣本為513 份。 本研究之主要發現，可歸納出以下數項結論： 一、高雄市幼兒園家長環境知覺、知覺風險與消費決策的現況在各層面得分具中高知覺 程度以上，以「形象環境」得分為最高。 二、幼兒園家長之環境知覺、知覺風險與消費決策整體層面具有高度正向關連性及其在 部分層面具有中高度正向關連性。 三、幼兒園家長環境知覺、知覺風險對消費決策具有影響性，其中，以知覺風險整體層 面對消費決策整體層面及其各分層面最具有影響性。

This study aimed to explore the correlation of environmental perception， perceived risk and consumer decision-making for preschool parents of the Kaohsiung area. In this study， preschool parents of the Kaohsiung area. Preschool parents to environmental perception， perceived risk and consumer decision-making relevance of the questionnaire ＂as a tool to study， a total of 580 questionnaires sent， recovery of the effective sample of 513. The survey collected data by using descriptive statistics， t test， Pearson product moment correlation， one-way ANOVA and regression analysis to analyze processing. The main findings of this study can be summarized to the following conclusions: 1. The preschool parents to environmental perception， perceived risk and consumer decision-making in the identity and occupation category of background variables， some level of significant difference. 2. Preschool parents of environmental perception， the overall level of perceived risk and consumer decision-making is highly positive related in some level with highly positive related. 3. Preschool parents to environmental perception， perceived risk and consumer decision-making with predictive power， which， overall consumer decision-making level and its sub-levels to predict the overall level of perceived risk.