- 期刊
- OpenAccess
台灣的B世代和X世代：關於金錢觀念和強迫性購買的探索性研究
Taiwan's Baby Boomers and Busters: An Exploratory Investigation toward Money Attitude and Compulsive Buying
摘要
本文的研究目的為比較台灣B世代（Baby boomer）（1946-1964）和X世代（baby buster）（1965-1976）之金錢態度和強迫性購買的傾向；另外也檢驗金錢態度的三個構面－預算、權力／名望、和價格敏感－對強迫購買的影響。樣本由北台灣的一間科技大學和附近居民抽出有效樣本共322位受訪者。過去研究指出在美國X世代比B世代有更多的強迫性購買者，然而本研究結果卻不相同。研究結果指出：除了預算構面外，金錢態度和強迫性購買在兩世代間無顯著性差異，預算和金錢／名望對強迫性將買有顯著影響，但跨世代的干擾效果卻無法得到支持。
並列摘要
The purposes of this study is to compare and contrast money attitudes and compulsive buying tendency and behavior between Generation B (baby boomers, between 1946-1964) and Generation X (baby busters, between 1965-1976) in Taiwan. The effects of three constructs of money attitude- budget, power-prestige, and price sensitivity- on compulsive buying tendency is also examined. 322 effective subjects were collected from a technical college and nearby residence in northern Taiwan. It has been reported that there are more compulsive buyers in baby busters than in baby boomers in America. However, the result of this study did not show the same as that of the former research. Results of this study suggested that there were no significant differences between Generation B and Generation X in compulsive buying tendency and money attitudes except for the budget construct. In addition, both budget and power-prestige had significant effects on compulsive buying, but moderate effect of across generations was not obviously confirmed.