探討產品、人格特質與情境因素對於購物療癒效果之影響

Situational Effects on Products and Personality Traits of Retail Therapy

陳聿文(Yu-Wen Chen)

指導教授 ： 陳瑾儀

中原大學/商學院/企業管理研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500622

摘要

療癒商機近幾年萌芽，許多業者也相繼推出療癒商品，如全家便利商店表示療癒商品可帶來周邊效應一年55億元的商機，但是，此類型的產品通常都不具有功能性，消費者會選擇購買的原因有可能為，商品本身可以提供給消費者心情提升之療癒效果。本研究之研究目的為探討產品、性別、人格特質，分別對於購物療癒效果的影響，以及探討不同情境下產品、性別和人格特質對於購物療癒效果的影響。
本研究將產品屬性分為兩部分，第一部分為，將產品區分成高享樂/高功能型產品、低享樂/高功能型產品、低享樂/低功能型產品、高享樂/低功能型產品等四群；第二部分為，將產品區分成正向情緒型產品、負向情緒型產品等兩群。期望透過不同的產品屬性，探討其對於購物療癒效果是否會產生差異性的結果。人格特質方面，區分為外控型者和內控行者。
經過研究結果之整理歸納後，得到以下結論：性別對於購物療癒效果方面，男、女性於購物後，均會產生心情提升之購物療癒效果，且女性在正向情境下，沒有達到心情提升之購物療癒效果；在人格特質對於購物療癒效果方面，外、內控型者於購物後，均會產生心情提升之購物療癒效果，且外控型者於正向情境中，不會產生心情提升之購物療癒效果；產品對於購物療癒效果方面，於中性情境下，產品對於購物療癒效果具有顯著差異，購物療癒效果最高至低的產品依序為高享樂/高功能、高享樂/低功能、低享樂/高功能、低享樂/低功能型產品。

關鍵字

購物療癒 ； 產品屬性 ； 情境

並列摘要

In recent years, there are many companies promote healing products. For example, Family Mart claims that healing products can bring $5.5 billion commercial opportunities in one year. However, this kind of products usually have no specific functions but consumers are still willing to spend money on them. The main reason probably is that they can bring consumers’ positive moods. This study focus on the effects of product categories, genders, personality traits and situational effects and personality traits of retail therapy.
Product attributes are divided into two parts. The first part we divided the product by the reason of purchasing such as high hedonic/high functional products; low hedonic/high functional products; low hedonic/low functional products and high hedonic/low functional products. The second part we use the emotion that product brings to customer to divide, into two types of products, such as positive emotion products, and negative emotion products. This study hopes that different products attributes can influence retail therapy results. Personality traits are divided into people of external locus of control and internal locus of control.
As shown above, the results of these studies are. First, the part of gender can affect retail therapy. According to peoples’ shopping experience, men and women are both having uplift moods after shopping. However, women do not have uplift moods under the positive situations. Second, the part of personality traits can also affect retail therapy. After people of external locus of control and internal locus of control shop, they both have uplift moods, but people of external locus of control do not have uplift moods under the positive situations. Third, the part of products can also affect retail therapy. They have significant differences in neutral situations. The product with best to lowest effect of retail therapy results are high hedonic/high functional products; high hedonic/low functional products; low hedonic/high functional products; low hedonic/low functional products.

並列關鍵字

Retail Therapy ； Product Attributes ； Situation.

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