為善欲人知—地位、產品個性、價格對於公益產品購買意願的影響

Going Ethical to be Seen - Status, Identity Signaling, and Prosocial Behavior

呂理琪(Lee-Chi Lu)

指導教授 ： 丁姵如

國立臺北大學/商學院/企業管理學系/碩士(2015年)

摘要

隨著「道德消費－Ethical Consumption」的興起，在世界各國的企業開始重視工藝產品。過去，人們購買道德產品是來自內在對於道德議題的重視、對結果的控制、大眾傳播媒體、壓力團體、對議題的接近性、對產品的接近性…等因素，近年來，開始有學者發現原來「追求地位的動機－Status Motive」也是道德消費者主要因素之一。這是因為「競爭性慈善—Competitive Altruism」理論與「昂貴炫耀 -- Costly Signaling Theory」理論所導致的現象。本研究旨在驗證具有地位動機者對於公益產品的購買意願的關係，並深入探討不同產品與個人特質的相關性、產品的價格，是否會增加對於公益產品的購買意願。本研究分為三個實驗，實驗一驗證地位動機會提升公益產品購買意願；實驗二加入產品個性因素，驗證了當消費者購買與個人特質相關的產品，會更容易受到地位動機的影響，進而提升對公益產品的購買意願；實驗三加入價格因素，旨在驗證價格亦是促進消費者購買公益產品的因素，實驗結果並未受到支持。整體而言，研究結果發現地位動機、產品與個人特質的相關性會導致人們對於公益產品購買意願的提升。

關鍵字

公益行為 ； 道德消費

並列摘要

Ethical consumption has become a trend in the market. Reason why ethical product attract people and product identity relevancy and price influence people’s decision remain unclear. This paper explore the relationship between people’s status motive, identity relevancy of product, price, and ethical product purchase intention. There are three studies in this research. Study1 we examine the positive relationship between status motive and prosocial behavior. We add a factor- identity relevancy in study2, resulting that when people are purchasing identity relevant product, people with status motive have stronger purchase intention to ethical products. Study3 we aimed at examine whether price is also an attractiveness for people with status motive. Result was not supported. Overall, the results suggest that people with status motive prefer ethical product than luxury in identity relevant domain.

並列關鍵字

ethical consumption ； prosocial behavior

參考文獻

English Reference

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