幸福感與人格特質對奢侈品購物意圖之影響

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幸福感與人格特質對奢侈品購物意圖之影響

The Impact of Welling-being and Personality Traits on Purchase Intentions to Luxury Goods

徐釋萱 , Masters　　Advisor：何怡慧　　

繁體中文

幸福感；人格特質；奢侈品；購物意圖； well-being ； personality traits ； luxury goods ； purchase intentions

Abstract │ Reference (128) │ Altmetrics

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Motives of purchasing luxuries have changed dramatically due to the evolution and improvement of living standards and the increasing numbers of luxury goods in the global market. New generation consumers begin to pay more attention to the spiritual rather than material satisfactions when purchasing luxuries.  Well-being is the ultimate goal of human lives, which enables to explore one’s values and spiritual satisfactions. In addition, personality traits are distinct characteristics, which facilitate the satisfaction of personal demands and the achievement of goals.
Well-being and personality traits are generally consider the basis of human behavior and decisions, and therefore may influence the purchase intentions to luxury goods. However, little study has found to investigate the impact of well-being and personality traits on luxury purchase. Accordingly, the study uses questionnaires and takes Taiwanese people as research subjects to explore the impact of well-being, personality traits, and demographic variables on purchase intentions to luxury goods. 
Findings of the study indicate that the self-certainty dimension of personal well-being has significant positive influence on purchase intentions to luxury goods. As to the personality traits, the study finds that the extroversion and rigorous personality have significant positive impact on purchase intentions to luxury goods. In addition, respondents’ education levels reveal significant positive impact on purchase intentions of luxury goods; nevertheless, the average monthly income has significant negative influence on purchase intentions to luxury goods.

Reference ( 128 ) 〈TOP〉

余佳蓉(2015)。包裝茶類飲料與包裝咖啡類飲料之產品屬性對消費者認知價值及購買意圖之影響。國立中興大學生物產業管理研究所碩士論文，台中市。
連結：
吳珩潔(2002)。大台北地區民眾休閒滿意度與幸福感之研究。國立臺灣師範大學運動休閒與管理研究所碩士論文，台北市。
連結：
李啟誠、詹舒雯(2015)。人格特質、生活型態對消費者行為之影響－以布袋戲文化創意商品為例。正修學報，28，71-95。
連結：
李雅萍(2016)。幸福感如何影響休閒參與？台南應用科技大學國際企業經營系碩士班碩士論文，台南市。
連結：
周康樂(2011)。基於五大人格特質發展一個模型以預估聽覺ERP 在大腦皮質中頂處產生的P300 響應。理工研究國際期刊，1(2)， 47-61。
連結：

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