從社會比較理論探討炫耀性消費行為之前因

From social comparison theory to explore the antecedents of conspicuous consumption

林盈瑄(Ying-Shiuan Lin)

指導教授 ： 陳嬿伊

元智大學/管理學院/經營管理碩士班(國際企業學程)/碩士(2011年)

摘要

經濟學家韋伯倫為最早提出「炫耀性消費」一詞的學者，當時是由一群有閒階級所從事的消費行為，而有此行為的產生，主要是此階級的人想透過消費來彰顯自己的財富與地位，用來區別與勞工階級的不同，當時已包含有身份地位較高者與地位較低者相互比較之意。然而，「炫耀性消費」的意涵也隨著時代的變遷而延伸。因此，本研究目的為提出社會比較理論，包含社會比較方向和比較目標來解釋炫耀性消費的面向並探討消費者在從事現代炫耀性消費時的相關因素。
　　研究方法同時採用紙本及網路的量化問卷調查，採用便利抽樣。樣本的數量紙本為222份，網路為406份，共計628份。在進行假設分析及中介效果驗證後，分析結果顯示，具有向上比較傾向的消費者，藉由自我改善的目標，展現在接近渴望群體及彰顯地位的炫耀消費面向；另一方面藉由自我評估的目標，展現在獲得同儕認可及彰顯地位的炫耀消費面向。具有向下比較傾向的消費者，藉由自我增進的目標，展現在表達獨特性及彰顯地位的炫耀消費面向。將研究結果落實在消費環境中時，行銷人員可設計多種銷售方案來滿足不同消費者在從事炫耀性消費的需求。

關鍵字

炫耀性消費 ； 社會比較理論 ； 消費者行為

並列摘要

The term of conspicuous consumption is first proposed by the economist Thorstein Veblen. The consumption behavior was done by the leisure class at that time.
They wanted to display their wealth and status for distinguish from the labor force through conspicuous consumption. The behavior meant that people with the higher social status that compared with the lower social status class. However, the meaning of conspicuous consumption is changed with time. Therefore, the purpose of this study is to apply the social comparison theory by proposing the direction and goal of social comparison that influence on dimensions of conspicuous consumption.
Research method takes online and paper-pencil questionnaire survey and adopts convenient sampling. There were total 608 simples recruited which contained 222 paper-pencil questionnaires and 406 online questionnaires. After hypotheses and mediating effect testing, the analysis showed that consumers compared with people who were better-off for self-improvement goal by conspicuous consumption for the aspirant group; in the other way for self-evaluation goal by conspicuous consumption for conformity with peer group. In contrast, respondents compare with people who were worse-off for self-enhancement goal by conspicuous consumption for being uniqueness. Moreover, it also found that in both comparison directions and goals, consumers engaged in conspicuous consumption for displaying their status. According to the above findings, in the real consumption environment, marketers can design various marketing tactics to satisfy different consumer needs when they engage in conspicuous consumption.

並列關鍵字

Conspicuous consumption ； Social comparison theory ； Consumer behavior

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