金錢象徵、物質主義與身分性消費
對強迫性購買的影響

本研究試圖以信用卡使用程度為干擾變數了解女性消費者對於金錢象徵、物質主義與炫耀性消費的知覺是否會影響其強迫性購買行為。本研究共回收了433份問卷，剔除無效樣本問卷後剩下 381份，並以結構方程模式、驗證性因素分析、信度與效度分析等進行假設檢定。研究結果顯示，金錢象徵意義知覺之四個構面中，只有身分和擔心對於強迫性購買有顯著的直接效果；物質主義知覺之三個構面中，只有物質為主對於強迫性購買有顯著的直接效果。金錢象徵、物質主義與炫耀性消費對強迫性購買的影響受到信用卡的使用程度的干擾，其中只有金錢象徵的成就和擔心構面、物質主義中的獲取為主與炫耀性消費構面有受到信用卡使用程度之干擾。本研究之研究結果－金錢象徵、物質主義及炫耀性消費可提供不同產業之廠商作為市場區隔的變數，並可針對不同的區隔特性擬定行銷策略。此外，信用卡具有強化消費的作用，若是業者能規劃出一套便利且安全的信用卡付款方式，或是各種與信用卡相關的促銷活動，將會有助於提升商品銷售量並增加商機。研究限制方面：1.由於研究樣本全都以女性為主，年齡集中於21~30歲且大多以服務業為主，因此無法確切地代表一般的消費大眾；2.研究構念之英文量表雖都聲稱具有廣泛的信度與效度驗證，但中譯版本仍需進一步驗證；3.本研究模式中構念間之關係研究在國外已不多，國內更是少見，且以有限的資料建立本研究模式與檢定假設，可能導致本研究假設驗證時有些未預期的結果。

關鍵字

強迫性購買；金錢象徵；物質主義；身分性消費

並列摘要

The primary purpose of this study is to examine the effects of perceptions on symbolic money meanings, materialism and status consumption on compulsive buying behavior with credit card use as a moderator. A total of 381 usable questionnaires were collected for use in the analysis with SEM. The results show only status and worry in the four dimensions of symbolic money meanings have direct effects on compulsive behavior; acquisition centrality of three dimensions of materialism also has direct effect on compulsive behavior. Further, as a moderator, credit card use has moderating effect on the relationships between achievement, status, acquisition centrality and status consumption dimensions and the dependent variable of compulsive buying behavior. The results can provide to different industry firms to segment the markets and set up different marketing strategies. In addition, credit card can strengthen the consumer behavior. As a result, if firms can organize a more convenient and safe credit card paying method, or offer effective promotion activities to encourage the use of credit card, the sales on the products and business opportunities can be enhanced. There are three limitations in this study. 1. The subjects of this study are all female and most of them, between 21~30 years old, working in service industry. The results cannot be generalized to the normal credit card users; 2. Translation issues, the scale of this study needs to be used and tested in different samples; 3. The relationships between constructs in the model established in this study were partly reported in several studies and the inferences with limited data of the results need to be verified in the future studies.

並列關鍵字

Symbolic Money Meanings ； Materialism ； Status Consumption ； Compulsive Buying

參考文獻

邵長茹，「物質傾向、虛榮特性與消費價值之間的關係－以手機購買決策為例」，靜宜大學觀光事業學系碩士論文，2006。

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Baker, R. A. and J. B. Jimerson. “The Sociology of Money.” American Behavioral Scientist 35, (1992): 678-639.

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國際替代計量

金錢象徵、物質主義與身分性消費對強迫性購買的影響

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