負面心情成因、心情修補與補償性消費關係之研究
-以年輕女性消費者為例

負面心情對消費者的消費決策具有相當程度的影響性，當人們處於負面情緒時，會採取修補行為，作為調整自身的心理狀態以達到快樂，不同的修補行為具有不同之特徵，能修補特定的負面心情類別。同時，補償性消費行為與負面心情具有相當的關連，本研究試圖連結負面心情與補償性消費行為的不同特徵，去推論不同消費者在經歷負面心情時，其對於產品的偏好與消費行為，是否具有特定的傾向。本研究利用質性個案研究法，以立意取樣與滾雪球法，訪談21名訪談不同年齡層的女性消費者，以訪談內容進行深入探討並分析女性消費者，在不同的負面心情影響下，所產生之補償性消費行為具有何種特徵，消費過程中心情如何變化；此外，並探討補償性消費行為所消費之產品是因為不同的負面心情，具有不同的特性。經由個案分析顯示，得到以下幾點結論：首先，若補償性消費發生，其行為本身與心情修補具有關聯性。意思是補償性消費行為具有心情修補論中，分心、自我放縱與成就感之特徵，能修補不同的負面心情，不過，從受訪內容來看，在憤怒的平復中，消費行為的特徵並不明顯，可能的成因為，憤怒是較其他負面心情更為強烈且侷促的情感狀態，個體傾向於快速的紓解心中的不滿與不平；或者消費行為消耗的精力不足以平復個體所感受之憤怒的負面心情。其次，若不同的負面心情導致補償性消費行為的產生，該行為與所消費的產品具有相對應的特徵與類別，意旨負面心情不同除導致補償性消費所消費之產品具有不同的特性外，其補償性消費行為也具有不同的特徵，並能與造成負面心情之來源連結。再者，當個體感受到自我失權時，若伴隨著負面心情產生，則更容易導致補償性消費行為的產生。同時發現消費者在進行心情修補性的補償性消費時，會試圖找尋商品是有特性能減輕其他罪惡感。總結以上，不同負面心情的確導致消費者在進行補償性消費行為時，具有不同的特徵，廠商若能經由探測、溝通或營造消費者在購物時之心情，能提升與消費者之互動，且能加深消費者與產品的緊密關係。

關鍵字

負面心情；補償性消費；心情修補；產品類別

並列摘要

Negative moods play a major role in the consumer decision making process. When people experience the negative moods, they are tends to self–alleviate their negative moods to maintain their regular life. The different mood-alleviative behavior has different aspects that can alleviate particular negative moods partition. The belief in the connection between compensatory consumption and negative moods seems well-warranted. Our study tries to connect different symptoms between negative moods and compensatory consumption, and infer if consumer experiencing different negative moods will lead to different product and consumptive behavior tendency. This study uses qualitative case study, based on purposive sampling and snowball sampling, interviews 21 female consumers, to find out when female consumers experienced different negative moods, what symptoms will their consuming behavior have, how their mentation variate, whether the different negative moods will lead the consumer to consume specific product types. The research concluded several proposition. First, if compensatory consumption occurs, then the behavior has the mood-alleviative symptoms. Second, if compensatory consumption is led by negative moods, then the compensatory consumptions consuming behavior and products that compensatory consumed will have specific characteristics can be corresponded to the tripartition of negative moods. Last, if consumers feel powerlessness, and company with negative moods, then the consumers will be more possible to practice the compensatory consumption. The research also found out that when consumers are practicing compensatory consuming behavior, the consumers will try to reason their consumption, and to ease their feels of guilt. Above all, different negative moods lead to specific compensatory consumption. If enterprises can communicate, explore, control or even produce the moods of consumers, then enterprises would rise the interaction with consumers, and reinforce the relationship between products and consumers.

並列關鍵字

Negative Moods ； Compensatory Consumption ； Mood-alleviative behavior ； Product Partition

參考文獻

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夏康寧(2007)，消費者心情對產品屬性偏好及產品態度之影響研究，國立政治大學未出版之碩士論文。

Albarracin, D. & Kumkale, G. T. (2003). Affect as information in persuasion: a model of affect identification and discounting. Journal of Personality and Social Psychology, 84(3), 453-469.

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負面心情成因、心情修補與補償性消費關係之研究 -以年輕女性消費者為例

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