消費者自我概念、物質傾向與流行焦慮關係之研究：以台灣技職校院學生為例

The Study of Relationship among of Consumer Self-Concept, Materialism and Fashion Anxiety: In Case of Taiwan Technology College Students

張威龍(Wei-Lung Chang) ； 林泰安(Tai-An Lin)

《行銷評論》 3卷3期 (2006/09) Pp. 349-387

https://doi.org/10.29931/MR.200609.0005

摘要

環境劇烈變遷，社會充斥著物質的價值觀，促使台灣學生為了追逐不斷推陳出新物質的流行，在心理上的挫折、壓力與焦慮。本研究的目的旨在探討消費者自我概念、物質傾向與流行焦慮之關係。以技職校院學生為對象，採用問卷調查方式收集資料，除了驗證根據過去研究所發展之量表為基礎經質化研究重新設計的量表外，並以SEM線性結構模式驗證研究假設。結果顯示：消費者自我概念與物質傾向關係中，愈具孤芳自賞者愈不具獲取重心特性，而愈可能具財物成功特性；愈是具有流行適應及盲目追隨特性者皆愈具獲取重心特性，而愈不可能具財物成功特性。消費者自我概念與流行焦慮關係顯示：具有孤芳自賞特性者較易同時具人際焦慮、敏感焦慮、安全焦慮和金錢焦慮之流行焦慮特性；愈具流行適應特性的技職學生則較不會具敏感焦慮，但較易具有安全焦慮。而愈是具盲目追隨特性的技職學生則較不易具人際焦慮、安全焦慮及金錢焦慮。物質傾向與流行焦慮關係顯示：技職學生具獲取重心者易同時具有流行焦慮的人際焦慮、敏感焦慮、安全焦慮和金錢焦慮；愈是具有財物成功特性只與敏感焦慮有負向顯著關係。研究結果對行銷理論完整及行銷實務、消費者教育與公共政策制定之參考有助益。

關鍵字

消費者自我概念 ； 物質傾向 ； 流行焦慮 ； 技職學生

並列摘要

The goals of this research are to test the measurement scale and to clarify and conceptualize the construct of relationship of among consumer self-concept, materialism and fashion anxiety. The research has applied both qualitative and quantitative methods. The present study focuses on Taiwan College students. The sample was executed using convenience sampling questionnaire investigation and SEM was used to confirm the relationship of hypothesis. The outcomes finding: The 「adaptation of fashion」 and 「high loyalty」 of consumer self-concept have positive significance relationship with acquisition centrality but possession-defined success of materialism has not. The 「having talents unappreciated by the world」 has positive significance relationship with possession-defined success of materialism but acquisition centrality has not. The 「having talents unappreciated by the world」 has positive significance relationship among 「fashion as the interpersonal symbol」, 「sensitivity of fashion」, 「security of fashion」 and 「pressure of fashion consumption」 of fashion anxiety. The 「adaptation of fashion」 has positive significance relationship with 「security of fashion」 and negative significance relationship with 「sensitivity of fashion」; the 「high loyalty」 of self-concept has negative significance relationship among 「fashion as the interpersonal symbol」, 「sensitivity of fashion」, 「security of fashion」 and 「pressure of fashion consumption」 of fashion anxiety. The acquisition centrality has positive significance relationship among 「fashion as the interpersonal symbol」, 「sensitivity of fashion」, 「security of fashion」 and 「pressure of fashion consumption 」of fashion anxiety. The possession-defined success of materialism has only negative significance relationship with 「sensitivity of fashion」 of fashion anxiety. The finding of present research may contribute to great implications for theory, research methods and practical use.

並列關鍵字

Self-Concept ； Materialism ； Fashion-Anxiety ； College Students

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