- 期刊
物質主義與從眾性購買行為關係之研究
A Relationship Study between Materialism and Conformity Purchasing Behavior
摘要
許多文獻提出物質主義的主要心理特徴為不安全感，並藉由强迫性購買行為來滿足心理需求，然而有些文獻則提出物質主義實際上視持有物為一種符號，進而以持有物與他人互動，會以他人的決策為依歸，可能導致從眾性購買行為。有鑑於前人研究無法充分解譯物質主義的消費行為，因此本研究之目的在於探究物質主義與從眾性購買行為之關係。本研究以年齡與性別區分一般消費者為年輕消費者與年長消費者、男性消費者與女性消費者，並以廻歸(Regression)分析年輕消費者與年長消費者、男性消費者與女性消費者關係之間的差異、研究結果顯示高物質主義的消費者，其從眾性購買行為越高，性別與年齡對物質主義與從眾性購買行為之關係並無顯著之干擾作用。研究結果亦顯示高物質主義之女性消費者會因在乎他人印象與取得他人認同的社會性購買動機，進而導效從眾性購買行為。年長消費者則因愛炫耀與展現自己的社會性購買動機，進而產生從眾性購買行為。研究結果亦顯示年龄與性別之交互作用會對物質主義與從眾性購買行為產生顯著的干擾作用。
並列摘要
Some of studies have demonstrated the main insight of Materialism is insecurity, and who will satisfy its psychological needs by compulsive purchasing behavior; nevertheless, other studies have also suggested that Materialism would consider the possession as a symbol and interact with other with its meaning, and therefore follow other's purchasing decision, which leads conformity purchasing behavior. Due to the reason that the previous literatures can not he fully explained the purchasing behavior of Materialism, the purpose of this study is to investigate the relationship between Materialism and conformity purchasing behavior This study divided into four groups by gender and age (i.e. young consumer. senior consumer, male consumer and female consumer) to analyze the difference of their relationship by the Regression model, The empirical evidences demonstrated that the consumer with higher materialism, the higher conformity purchasing behavior will be. There is no significant moderating effect of gender and age upon the relationship between materialism and conformity) purchasing behavior the results illustrated that female consumers are more likeyly to self-imaged and self-identified related to male consumer. Senior consumers love conspicuous purchasing and signaling than young consumer and hence result in conformity purchasing behavior. This study also found that there is a significant moderating effect of upon the relationship between materialism and conformity purchasing behavior while examine gender and age simultaneously.