本研究旨在瞭解國中生的消費者態度現況，並探查國中生的個人
因素與環境因素不同，對消費者態度的影響。
本研究以474位台北縣市六所國中二年級學生為研究對象，採自編之「國中生消費者態度問卷」，研究結果發現：（一）國中生的消費者態度現況：對商品的態度方面，各取向的商品態度人數比例依次為：完美主義取向（90.5%）、價值意識取向（90.5%）、差不多取向（71.7﹪）、新奇流行取向（70.0%）、商標意識取向（58.6%）、省時滿意取向（48.5%）。對金錢的態度方面，各類型的人數比例依次為：實際型（96.2%）、節約型（71.7%）、慷慨型（38.2%）。對廣告資訊的態度方面，依次為：自我肯定型（70.3%）、依賴型（54.9%）、盲從型（45.6%）、聽其自然型（41.1%）、完全信服型（24.3%）。國中生對廠商的態度方面，抱持中性的態度者有69.2﹪、持不信任的態度者55.3%、持信任的態度者有35.4%。此外，國中生對消費者權利與消費者義務皆抱持著積極而正向的態度。（二）在影響因素方面：「性別」、「零用錢領取方式」、「零用錢金額」、「社經地位」、「儲蓄習慣」等個人因素以及「家人的影響」、「電視的影響」、「就讀學區」等環境因素皆會影響國中生的消費者態度。
本研究建議：學校應教導國中生對商品選擇具有合宜的價值觀，不應抱持著差不多取向的商品態度；加強學生對廣告資訊的識讀能力，培養正確的態度；教導學生明瞭交易市場上潛在的危險，對廠商要持有適度的警覺態度。此外在課程設計上，要考慮學生本身不同的個別差異及週遭環境的影響。
關鍵詞：消費者態度、國中生、對商品的態度、對金錢的態度、對廣告資訊的態度、對廠商的態度、對消費者權利與義務的態度

This study aims to investigate consumer attitudes of junior high students and to explore the personal and environmental factors that affect their consumer attitudes. In this study, 474 second-year students of six junior high schools in Taipei City and in Taipei County participated in the survey research of “Consumer Attitudes Survey of Junior High School Students.”
In conclusion, this study first summarizes the following main findings of students’ consumer attitudes: (1) the consumers’ attitudes toward products：Perfectionism Orientation (90.5%), Value Orientation (90.5%), No-difference Orientation (71.7%), Fashion Orientation (70.0%), Brand Orientation (58.6%), Time-saving Orientation (48.5%). (2) consumer s’ attitudes toward money：practical style (96.2%), saving style (71.7%), spending style (38.2%). (3) consumer s’ attitudes toward advertisement information：confident style (70.3%), expertise-
dependent style (54.9%), blindly-following style (45.6%), careless style (41.1%), believing-advertisement style (24.3%). (4) consumer s’ attitudes toward merchants：neutral attitudes (69.2%) , unreliable attitudes (55.3%), reliable attitudes (35.4%). (5) the consumer s’ attitudes toward consumer rights and obligations: The subjects take positive attitudes toward consumer rights and obligations. Besides, the significant factors that affect students’ consumer attitudes include the sex, the way of their getting pocket money, the amount of their pocket money, their family- status, their saving habits, influence of the TV, their family, and their school location.
KEY WORD： consumer attitudes, junior high students, the consumers’ attitudes toward products, the consumer s’ attitudes toward money management, the consumer s’ attitudes toward advertisement information, the consumer s’ attitudes toward merchants, the consumer s’ attitudes toward consumer rights and obligations

一、中文部分
內政部統計處（民88）。中華民國八十八年台閩地區少年狀況調查報告。台北市：內政部統計處。
台北縣政府教育局（民國92年4月7日）。學校資料。取自：
http：//sol.tpc.edu.tw/edu/index0/data.asp
王萍霜（民89）。國小教科書消費者教育內涵分析之研究。嘉義大學國民教育未出版碩士論文，嘉義市。
別連蒂（民89）。生活型態白皮書：2000年台灣消費習慣調查報告。台北市：商周文化。
吳文輝（民91）。軟體工程師之金錢倫理觀對組織承諾與專業承諾之影響研究。國立中山大學人力資源管理研究所未出版碩士論文，高雄市。
吳明島（民90）。「消費者報導雜誌」與消費者保護運動。全國新書資訊月刊，33，3-4。
吳知賢（民87）。電視與兒童。台北；桂冠。
吳知賢（民88）。電視廣告與兒童。視聽教育，40（4），25-32。
吳英帛（民90）。國小高年級學生消費者知識理解情形之研究。國立屏東師範學院國民教育研究所未出版碩士論文，屏東市。
吳翠珍（民83）兒童之電視釋義基模初探。新聞學研究，48，1-41。
李靜華（民91）。台北市青少年對食品標示的知識、態度、及其相關選購行為研究。國立臺灣師範大學家政教育研究所未出版碩士論文，台北市。
林玉貴（民89）。青少年及青年食品綠色消費認知、態度及行為研究。國立臺灣師範大學家政教育研究所未出版碩士論文，台北市。
林芳如（民90）。國小學童金錢態度及其相關因素之研究。國立台南師範學院國民教育研究所未出版碩士論文，台南市。
林麗瓊 (民82)。台北市國中生金錢觀之研究。 國立台灣師範大學公民訓育研究所未出版碩士論文，台北市。
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洪慕妮（民81）。家長對兒童消費社會化之影響─以零售消費知識、技巧與態度為指標。國立中央大學企業管理研究所未出版碩士論文，中壢市。
范碧珍（民89）。E世代的消費觀調查。突破雜誌，178。88-89。
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張威龍（民86）。台灣青年消費者決策型態之研究。萬能商學學報，3，161-186。
張春興（民88）。教育心理學。台北市：東華。
許美瑞和洪久賢（民77）。學童飲食消費行為影響因素之研究（二），家政教育，10（5），36-47。
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郭生玉（民87）心理與教育研究法。台北市：精華書局。
郭貞 (民84)。從社會學習觀點看台北市青少年的消費動機。政治大學學報，70，101-129。
陳巧燕（民91）。國小兒童廣告解讀型態與家庭文化之研究－以全球化廣告為例。屏東師範學院國民教育研究所未出版碩士論文，屏東市。
陳明棟（民87）。從現行消費者教育的課程淺談消費者教育在九年一貫課程的展望。國教輔導，38（2），39-44。
陳雅玟（民92）。家長為其子女才藝班之消費決策取向。國立臺灣師範大學人類發展與家庭學系研究所未出版碩士論文，台北市。
陳鉦達（民91）企業形象、服務補救期望與補救後滿意度關係之研究。私立中國文化大學國際企業管理研究所未出版碩士論文，台北市。
葉芝伶（民89）。電視酒類廣告與識讀教學對國小兒童喝酒信念相關問問題之研究。台南師範學院國民教育研究所未出版碩士論文，台南市。
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黃蘭雯（民85）。青少年金錢觀：ERG理論之探討。國立政治大學心理研究所未出版碩士論文，台北市。
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楊忠川（民88）。X世代喜歡看廣告嗎？動腦，280，25-26。
楊婉怡（民91）。兒童的電視廣告視界：兼論媒體教育之重要性。國教輔導，41（4），23-30。
楊慧玲（民84）。民眾對電視廣告之態度。國立交通大學管理科學研究所未出版碩士論文，新竹市。
楊麗芬（民74）。國民中學消費者教育課程內容研究。國立臺灣師範大學家政教育研究所未出版碩士論文，台北市。
楊麗芬和許勝雄（民74）。國民中學消費者教育課程內容研究。師大家政教育，9（6），49-57。
董氏基金會（民91年9月18日）。考試、課業、金錢，青少年最煩惱－董氏基金會調查，逾兩成學子很憂鬱，須專業協助。國語日報，第1版。
柴松林（民84）消費者主義發展的新方向，消費者保護研究第一輯。台北市：行政院消費者保護委員會。
廖家玲（民90）。員工人格特質、金錢態度與工作績效及離職行為之探索性研究。長庚大學企業管理研究所未出版碩士論文，台北市。
劉建順（民86）。八十六年度大學生對廣告態度之調查研究報告。民國92年8月25日，取自：私立中國文化大學廣告系網頁：
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劉珍齡、劉學慧、宋桂鳳和宋欽銘（民79）。國民中學消費者教育課程內容分析及國三學生消費知識之調查研究。中等教育，41（5），68-80。
劉維寧（民88）。從消費權益談消費教育。社教雜誌，247，6-7。
蔡宗龍（民83）。消費者對虛偽不實或引人錯誤廣告態度研究。國立中興大學企業管理研究所未出版碩士論文，台中市。
蔡英宗（民74）。讓消費者教育紮根於學校。社教雙月刊，6，32-35。
蔡瑞華（民89）。台北市國中生的金錢態度研究。國立臺灣師範大學家政教育研究所未出版碩士論文，台北市。
蕭美智 (民82a)。板橋國小高年級兒童零用錢之研究(上)。教育資料文摘，6(31)，110-129。
蕭美智 (民82b)。板橋國小高年級兒童零用錢之研究(下)。教育資料文摘，6(32)，163-181。
蕭新煌（民71）。消費者保護與企業經營（座談會）。台灣的消費者運動-理論與實際。228-229。
蕭新煌（民76）。消費者教育是什麼？怎麼做？。消費者報導，77，33-38。
謝欣佐（民90）。師院學生的綠色消費態度與綠色消費行為之研究。 國立台中師範學院環境教育研究所未出版碩士論文，台中市。
謝潮儀（民87）。消基會教育功能與消費者權益之維護。98’ 消費者權益白皮書。台北：中華民國消費者文教基金會。
鍾志從（民77）。我國消費者教育情意教學目標的探討。國立臺灣師範大學家政教育研究所未出版碩士論文，台北市。
鍾志從（民79）。師大學生對食品、衣物的消費者決策取向調查研究。家政教育，11（3），86-96。
鐘志從 (民88)。幼兒的金錢概念、金錢使用能力及其父母金錢教養之影響。家政教育學報，2，90-110。
鍾志從、魏秀珍、陳彥玲和陳寧容（民92）研究小學生的金錢概念、態度、與消費技能研究。家政教育學報，2，90-110。
魏然（民84）。大陸消費者不同生活型態對消費行為以及廣告的態度影響之研究。兩岸華人消費文化與廣告教育研討會論文。台北，文山。
饒淑梅（民85）。國民中學實施電視素養課程之研究。公民訓育學報，5，359-392。
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