本研究指在探討文具用品消費者之購買決策過程，是以醒吾技術學院企業管理系實商店「快樂坊」之消費者為研究對象，從消費者行為模式觀點嘗試瞭解消費者之購買行為。並以人口統計變數、消費習慣及資訊來源等變數做為獨立變數，藉乙探討消費者對商店態度與商站選擇之關聯，希望能作出有效之建議提供「快樂坊」管理者決策及後續研究之參考。 本研究是以問卷調查法蒐集資料，蒐集有效樣本352份。分析方法上，首先以次數分配及百分比描述基本資料。並運用因素分析、卡方檢定、t檢定、SCHEFFE多重比較、TUKEY多重比較及ANOVA等統計分析來檢定各變數對商店的砠響及對商店態度之差異性分析。

The purpose of this study is to understand consumers’ buying behavior in stationery stores. “Happy House” in Hsing Wu college is closed to be an example. Demography, custom shops and information sources are independent variables. Dependent variables are attitude toward stores, store choice. The focus of this study is to explore relations between independent and dependent variables. A structured questionnaire is used to investigate consumers’ demography, custom stores, store attitude, store choice data. Using the following methods to verify all hypothesis: factor analysis, chi-square test, t-test, ANOVA, SCHEFFE and TUKEY multiple comparisons. 352 samples are effective.