女人逛街成癮行為因果模型研究

逛街不但受到女性的高度歡迎，而且從休閒的角度來看，它又有相當正面的意義。在女性主義抬頭的社會潮流之下，女性極可能更頻繁地從事這一項活動，進而在商業活動裡面，扮演著更重要的角色，本研究故以此為議題，引用紮根理論研究方法來建構女人逛街成癮的因果理論模型，而根據建構的理論模型，本研究發現女性的成癮性逛街行為，起源於女性的生理、安全、社會、休閒四項需求，這四項需求在這裡各有它們的特定範圍，像是生理需求指女性節省購物費用的經濟需要；安全需求則是女性吸收流行；社會需求是指她們增進友誼的需要；以及休閒需求則是指調劑心情的需要等。為了這些需求的快速滿足，部份女性開始逛街，最後由於需求的滿足強化了這些行為，她們進而喜歡上逛街、形成一種習慣或興趣、或者將逛街視為慰勞自己的方式，有時候即使這一些需要尚未出現，她們在心理上都有可能產生去逛街的傾向，逛街成癮於嫣產生。本研究尚進一步建議，企業應該要提供更完整的產品使用資訊給消費者，包括使用產品後的成癮可能性、後果及如何避免，以免他們形成成癮性消費現象。

關鍵字

逛街成癮；紮根理論；選擇轉譯；主軸轉譯；編碼

並列摘要

Women's addictive shopping is so popular and meaningful that it will be more important in future and plays a role in marketing. This research, hence, tries to set up a causal model by using Grounded Theory to explain the causes that make them addicted to such behavior and what will happen to them when they are addicted to shopping. The result shows women's addictive shopping behaviors result from women's physiological need, secure need, social need and leisure need. Owing to the special function provided by shopping that can satisfied these needs effectively and conveniently, some women just start doing it and are finally reinforced by such behaviors. Meanwhile, some of them may like to do it again and again and regard it as a hobby or an interest, and therefore, addictive shopping behaviors are formed. From then on, without going shopping for some time, they are likely to feel upset or incline to do it even those needs don't appear at all. To increase sales, a company may try to improve the functions of its products that can satisfy more needs of women which are found in this research. However, a responsible corporation should include not only some shopping fun in its marketing, but also some effective steps to increases shoppers' related knowledge so as to keep their customers from becoming addictive in shopping and take good care of its long-term benefits.