虛榮特性、物質主義與購買意願關係之研究---以台灣汽車消費為例

The Study of the Relationship Among Vanity Traits, Materialism, and Purchasing Intention- A Case Study of Purchasing Cars in Taiwan

曾旻儀(Min-yi Tseng)

指導教授 ： 林孟璋 ； 李延熹

朝陽科技大學/人文暨社會學院/應用外語系/碩士(2008年)

摘要

雖然目前的消費者行為研究理論已日趨完備，但是對於不同文化及種類的消費行為研究仍然相當缺乏。尤其是對消費者虛榮特性之研究，國外之相關研究已行之有年，在國內則付之闕如。國內之相關研究僅限於服飾業及美容業，對於其他之產業，相關研究調查則相當少。有鑑於此，研究者欲了解消費者之虛榮特性對於購買汽車之相關研究，欲探討此種特性對於汽車購買意向之關係。此外，研究者另將物質主義此一構面加入探討，了解其對於消費者購買意向之間接影響。
此項研究運用問卷調查訪查四百位受訪者，並運用統計軟體SPSS證明研究假設。研究顯示，虛榮特性對於購買意向及物質主義呈現顯著，符合研究假設之推斷，物質主義對於購買意向之研究亦多數符合研究假設。

關鍵字

購買意願 ； 物質主義 ； 虛榮特性

並列摘要

Although the theory of consumer behaviors almost reaches maturity, the researches of consumer behavior of different cultures and regions are still uncommon. Many studies have discussed vanity traits in foreign countries for many years. The studies of vanity traits have been considered commonly as aberrant consumer behavior. In Taiwan, there are also researches investigating vanity traits effects on domestic consumer behavior. Lots of researches of vanity traits put emphasis on clothes industry and cosmetics industry. Researches on other industry are pretty few. Due to the reason, the researcher wants to find out the impact of vanity traits on purchasing intention of cars. Thus, this research is designed to explore the relationship between vanity traits and purchasing intention of cars. Besides, materialism has been discussed to investigate whether materialism can influence consumers’ vanity traits and consumers’ purchasing intention.
This research utilized questionnaire survey to examine 400 participants. Then, SPSS software package is applied as statistic methods to prove the research hypotheses. These statistic methods include descriptive statistic analysis for examining the participants, Cronbach’s alpha for reliability test, factor analysis for validity test, and path analysis for verifying the research hypotheses. After applying the SPSS software package, the researcher found that vanity traits have positive influence on materialism and purchasing intention. These results are corresponded to research hypotheses. Besides, materialism also has positive influence on purchasing intention. Most of these results also conform to research hypotheses.

並列關鍵字

vanity traits ； materialism ； purchasing intention

參考文獻

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