金錢態度、虛榮特性與衝動性購買關係之研究

本研究主要目的在探討金錢態度、虛榮特性及衝動性購買之關係。研究以便利抽樣方法選擇台灣地區科技大學學生1678為樣本，以驗證性因素分析驗證構面效度，以各構面Cronbach's α值分析驗證信度，結果顯示問卷具顯著的信度及效度。研究假設以SEM驗證，結果顯示：技職大學生若具有金錢態度者皆較易具有外表觀感成及成就觀感的虛榮特性。其中，具有金錢態度者皆較易直接具有衝動性購買特性，但具有外表觀感及成就觀感的虛榮特性卻反而不會具衝動性購買特性。顯示學生因經濟能力的限制，為了能用外表及成就吸引他人的目光，他們會審慎考慮購買產品。因此，虛榮特性為金錢態度者與衝動性購買的負向中介變數。研究結論可充實消費者行為理論及行銷實務中之市場區隔選擇及定位與4P組合策略應用之參考。

關鍵字

金錢態度；虛榮特性；衝動性購買；技職學生； SEM

並列摘要

The primary objective of this study is to investigate the relationship among money attitudes, trait of vanity, and impulsive buying behavior. This study adapts convenience sampling as a research method, and 1678 students were chosen from universities of science and technology in northern area of Taiwan as samples to identify validity by Confirmatory Factor Analysis (CFA). And Cronbach's α analysis is used to identify the reliability of dimensions. The results of analysis show that the test samples have high degree of validity and reliability. The SEM method was used to test hypothesis. The result shows that students would probably possess the trait of vanity if they have money attitudes. Among all, money attitude brings up directly toward impulsive buying behavior; however, if they have physical views and achievement, they are less likely to have impulsive buying behavior. It reveals that due to financial constraint students will think carefully in order to buy something to show off their appearance and achievement. As a result, trait of vanity is the negative relate mediated variable of someone who has have money attitude and impulsive buying behavior. Finally, the result of the study for consumer behavior theory could provide marketers and policy makers with insights about market segments, position and marketing mix strategy.

並列關鍵字

Money attitude ； Trait of vanity ； Impulsive buying behavior ； College students ； SEM

國際替代計量

金錢態度、虛榮特性與衝動性購買關係之研究

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