2. A Day of Christmas
Christmas routine investigation.
A Year of Christmas
Christmas Budgeting & Holiday Shopping Trends.
When people stopped believing in existence of Santa ?
A History of Christmas
History of Christmas Traditions.
History of Christmas Toys.
History of Christmas Trees.
12年11月21日星期三
3. A Day of Christmas
Christmas routine investigation.
12年11月21日星期三
4. 120 A Year of Christmas
J Busn Res M. Laroche et al.
Christmas Budgeting & Holiday Shopping Trends.
2000:49:113–126
Table 4. Factors for Personal Characteristics
Factor Cronbach
Description Item Loading Alpha (E/F)
Traditional Christmas lover I love the Christmas season 0.8852 0.8989/0.9225
I look forward to Christmas every year 0.8803
I am strongly attached to all the Christmas traditions 0.8325
Christmas is my favorite time of year 0.8432
When it comes to Christmas, I follow all the traditional customs of the 0.7585
season
I love to Christmas shop 0.7516
It is important to get into the Christmas spirit by participating in the season’s 0.6516
traditional activities
Christmas shopping is one of my least favorite activities (reversed) 0.6354
1. Do you have a Christmas budget?
Bargain hunter In general I shop a lot for “specials” or discounts 0.8641 0.7211/0.7056
I am willing to spend more time shopping in order to find bargains 0.8091
A person can save a lot of money by shopping around for bargains 0.6285
Prior to shopping, I check all the newspapers and magazines for gift ideas
and prices
0.5207 2. How many gifts do you buy?
Influencer I often try new brands before my friends and neighbors do 0.6864 0.8054/0.7155
When I see a new brand on the shelf I often buy it 0.6507
I sometimes influence what my friends buy 0.6180
People come to me more often than I go to them for information on brands 0.6085 3. Where do you shop?
I like to try new and different things 0.5825
My friends and/or neighbors often come to me for advice 0.4215
Leader I think I possess more self-confidence than most people 0.8244 0.8039/0.6985
I like to be considered a leader
I am more independent than most people
0.7549
0.7097
4. What motivates shoppers?
Thoughtful giver I conduct a lot of research about what the person would enjoy before I go 0.7010 0.7133/0.6824
shopping at Christmas
I watch carefully the people I am buying gifts for to see what they would 0.7199
really like 5. What are some shopping trends?
It is important to get gifts that people will enjoy 0.6681
I like to put a lot of thought into the gifts I buy 0.5327
Generics buyer Generics are often as good as advertised brands 0.8532 0.8955/0.6725
Generics are not much different from name brands except for the packaging 0.7990
Generic products provide good value for what I pay 0.7941
Fashion conscious I usually have one or more outfits that are of the latest style 0.7475 0.7128/0.5901
An important part of my life and activities is dressing smartly 0.7053
When I must choose between dressing for fashion or for comfort, I choose 0.6960
the former
Identity shaper I often give Christmas gifts that help to shape the recipient’s personality 0.8409 0.5886/0.7191
I often give Christmas presents to people in order to reinforce some aspect 0.7353
of ther identity
Finally, demographic variables measured on nominal scales regression analyses were run for each dependent variable and
were converted to dummy variables (gender: female ϭ 1, for each subgroup1. The results for each of the three regression
male ϭ 0); or interval variables (marital status was converted analyses are summarized in Table 5 for the English subgroup
to: single, separated/divorced/widow, and married/living to- and in Table 6 for the French subgroup.
gether). In summary, reliable and significant factors were
found for the personal, situational, and culture-related vari- Objective 1: Is Extent of Search
ables and for in-store information search.
Moderated by Culture?
An ANCOVA analysis (controlling for education, income, gen-
Results
12年11月21日星期三 der, marital status, age) was conducted for each of the three
search indices to determine whether belonging to a given
5. A Year of Christmas
When people stopped believing in existence of Santa ?
When you stopped believing in
existence of Santa?
12
11 1
10 2
around aged
age 7 8 to 11 9 Childhood Clock 3
8
4
7
5
6
How they reacted when they find out the truth?
Parents Attitude
Never be teached a. Let children be children for as long as possible.
or felt disappointed. b. Never teach children about the myth of Santa.
c. To wait until child ask them.
d. When child is old enough to tell the truth.
Know from
Family members
In school / Friend 40%
Pretended Santa Clause
2/3: felt a sense of pride in figure out the truth about Santa Clause. other situations
1/3: Although the jolly guy was not real, they liked the idea of him.
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6. A History of Christmas
History of Christmas Traditions.
History of Christmas Toys.
History of Christmas Trees.
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7. Christmas
Infographic
Thank you for your attention
12年11月21日星期三
