以消費者福址意涵探討強迫式購買行為：以台灣與中國為比較對象

Cross-regional Comparison between Taiwan and China in Compulsive Buying: A Consumer Welfare Implication

劉典嚴(Dian-Yan Liou)

《聯大學報》 5卷1期 (2008/06) Pp. 201-219

https://doi.org/10.29847/JNUU.200806.0011

摘要

在台灣與中國這兩個分別代表已成熟與邁向成熟中的消費社會，本研究比較其間的強迫購買現象。基於同文同種，儘管西方人慣於視台灣與中國大陸為同一公民實體，然而多年來這兩個地域在主權上各自為政，經濟與社會變項早已建立了某種程度的地理性差異。隨著經濟發展，消費者社群所營造的氣氛，致使了互補與強迫購買行為的傾向。本文分析了自1990年代起，台灣與中國大陸因開放交流導致文化互滲過程的背景脈絡，抽樣調查兩地域自1997年至2006年間強迫式購買現象後，發現邁向成熟中的消費體系（中國），比起已成熟的消費體系（台灣），有著更顯著的強迫式購買加速傾向，此結果值得消費教育專家、消費經濟學者與政策制定者對消費者福址議題的關注。

關鍵字

強迫式購買 ； 消費者福址

並列摘要

This study compares compulsive buying in both maturing and matured consumer societies such as China and Taiwan. Although Westerners usually regard citizens from both Taiwan and mainland China as the same race because of the shared culture, the two regions have been separated politically for a long time. Economic and social variables have created certain demographic differences. Developments characterizing mature, (i.e. postmodern) consumer societies create an atmosphere that supports the rise of compensatory and compulsive buying. These are analyzed in the context of an acculturation process that has been activated by the communications of mainland China and Taiwan back in 1990s. Drawing on two regional representative surveys investigating compulsive buying from 1997 and 2006, we observe a marked increase in compulsive buying. The results of this paper are useful to consumer educators, consumer economists, and policy-makers concerned with consumer welfare issues.

並列關鍵字

Compulsive buying ； consumer welfare

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