本研究主要探討商標符碼消費行為的影響變數,試圖了解消費者進行商標符碼消費之動機及意圖,研究發現:消費者自我表達消費動機.消費者自我認同達成度.消費者社會化學習程度.品牌偏好度...對商標符碼消費行為有顯著影響.

一、中文部份
中國時報，第三十五版，「時尚消費」，民國八十四年十月十一日。
江南發，「青少年自我統整與形式運思能力關條之研究」，高雄師範學院教育研究所未出版碩士論文，民國七十一年。
星也克美著，黃恆正譯，「符號社會的消費」，台北：遠流出版社，民國八十年。
陳建良，「個人價值與情境因素對品牌偏好之研究」，私立中國文化大學企業管理研究所未出版碩士論文，民國八十一年。
郭貞，「從社會學習論點看台北青少年的消費動機」，國立政治大學學報第七十期，民國八十四年。
黃俊英，「行銷研究━管理與技術」，華泰書局出版，第四版，民國八十一年。
彭昭英著，「SAS與統計分析」，修訂第三版，儒林圖書印行，民國八十一年。
蔡美瑛，「青少年傳播行為、自我認同與其消費行為關聯性之研究以及自我表達消費動機與衝動性購物之探究」，國立政治大學新聞研究所未出版碩士論文，民國八十一年。
蔡美瑛，「電視廣告、消費者自我與特定品牌偏好傾向之關聯」，廣告學研究第四集，國立政治大學廣告系印行，民國八十三年。
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劉自隆、姚景昌著，「實驗設計」，國立編譯館主編，華泰書局印行，民國七十八年。
謝高橋，「社會學」，巨流印行，民國七十八年。

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