大學生強迫購買傾向與其自尊之研究

The Research on relationships between compulsive buying tendency and self-esteem among college students.

周雨霖(Yu-Lin Chou)

指導教授 ： 柯志恩

淡江大學/教育學院/教育心理與諮商研究所碩士班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00365

摘要

本研究旨在探討大學生強迫購買傾向與其自尊內涵的相關程度，並進一步探討自尊內涵對強迫購買的影響。本研究以北部公私立大學及技職體系大學生為研究對象，有效樣本數共782份。所使用的研究工具為「大學生強迫購買傾向量表」及「大學生自尊內涵量表」，所得的資料以描述性統計、t檢定、單因子變異數、皮爾森積差相關、回歸分析等統計方法進行分析，歸納研究結果如下：
一.大學生普遍具有中等購買傾向;女性的購買傾向較高;學校體系無影響; 外語學院和商管學院之大學生其購買傾向較理學院高。
二.大學生普遍具有中等偏高的自尊程度，男女兩者在整體自尊上無差異，在自尊內涵上則有部份差異；公立大學生的自尊程度普遍高於技職體系大學生。
三.整體自尊越低，其強迫購買傾向越高。
四.自尊感受度的四個項目(能力感、控制感、價值感、評價取向)越低，其強迫購買傾向越高，其中以評價取向和控制感較具影響力。
五.對自己學業和生理外表越不滿意者，其強迫購買傾向越高，又以學業自尊對強迫購買傾向有些微預測力。
六.高強迫購買傾向者佔樣本3.3％，樣本分布以女性、私立大學、大一、文學院為多數；自尊內涵中的控制感和評價取向為區分高強迫購買傾向和低購買傾向的重要因子。
依據研究結果與討論，研究者提出對未來研究及諮商輔導上的建議與參考。

關鍵字

強迫購買 ； 自尊

並列摘要

This research is to study the correlation between compulsive buying tendency and self-esteem among college students in the north area in Taiwan., and further more to figure out how the compulsive buying tendency can be affected by the contents of self-esteem(competence, sense of control, worthiness, evaluation, academic self-esteem, physical self-esteem, social self-esteem and family self-esteem are included.). Two research instruments are used: “Compulsive Buying Tendency Scale for College Students” and “Self-Esteem Inventory for College Students”. The data is analyzed through the methods of Descriptive statistics, T-test, One-way ANOVA, Pearson’s product-moment correlation and Regression.
The findings of the study include:
1.Most college students have normal buying tendency; female’s compulsive buying tendency is higher than male; compulsive buying tendency is not affected by constitution of schools; students in college of foreign language and business get higher scores in compulsive buying tendency than students in college of science.
2.Most college students have normal to high self-esteem; self-esteem is not affected by gender, but the contents of self-esteem is a little affected by gender; students in public schools get higher scores in self-esteem than those in vocational schools.
3.The lower the self-esteem, the higher the compulsive buying tendency one gets.
4.The lower the sense of self-esteem (competence, sense of control, worthiness and evaluation), the higher the compulsive buying tendency. Compulsive buying tendency can highly be affected by the sense of control and evaluation.
5.The lower the academic self-esteem and physical self-esteem, the higher the Compulsive buying tendency is. Compulsive buying tendency can be affected by academic self-esteem.
6.The proportion of high compulsive buying tendency in research sample is 3.3%; most of the students who get high scores in compulsive buying tendency are female, students of private school, college freshmen and students in the college of literature. Sense of control and evaluation are the most important factors to differentiate high and low compulsive buying tendency.
Based on the result and discussion of this study, the researcher proposed practical suggestions for counselors and further study.

並列關鍵字

compulsive byuing ； self-esteem

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