消費者創新性、物質主義、消費者自信心與價格敏感度之關聯性研究

The Relationships among Consumer Innovativeness, Materialism, Consumer Self-confidence, and Price Sensitivity

林耀南(Yao-Nan Lin) ； 邱琦倫(Chyi-Lun Chiou) ； 林佳穎(Chia-Ying Lin)

《創造學刊》 1卷2期 (2010/09) Pp. 97-118

https://doi.org/10.30081/CESJ.201009.0005

摘要

今日各式產品之生命週期不斷在縮短當中，因此企業想要靠創新產品賺取高額的利潤，就必須在短時間內讓消費者能夠快速的接受新產品。而喜歡嘗試新的事物和願意接受新產品的消費者，就成為廠商重視之顧客族群。但具創新性之族群之消費行為與個人特質，例如其對價格之敏感度與對於本身購買決策之自信，又或是其是否包含以佔有為主的物質主義本質，過去研究並未深入討論。因此，本研究嘗試探討消費者創新性、物質主義、消費者自信心與價格敏感度間之關係。本研究利用LISREL程式來分析各向度之間關聯性。有效樣本共計734份，經競爭模式比較後，本研究發現：(1)當個人消費者創新性傾向越高時，其物質主義傾向越高；(2)當個人消費者創新性傾向越高時，其消費者自信心越高；(3)當消費者創新性越高時，其價格敏感度越高；(4)當個人物質主義越高時，其價格敏感度越低；(5)當個人物質主義越高時，其消費者自信心越低。本研究結果可供實務界進行新產品推廣策略之參考。

關鍵字

消費者創新性 ； 物質主義 ； 消費者自信心 ； 價格敏感度

並列摘要

The purpose of this study is to find the relationships among consumer innovativeness, materialism, consumer self-confidence, and price sensitivity. The valid sample is 734. SEM with LISREL computer program was used to distinguish three competitive models in this research¸ and found the paths from consumer innovativeness influence in consumer self-confidence and price sensitivity with both direct and indirect paths. The results are as follows: (1) People with higher consumer innovativeness have higher materialism; (2) People with higher consumer innovativeness have higher consumer self-confidence; (3) People with higher consumer innovativeness have higher price sensitivity; (4) People with higher materialism have lower consumer self-confidence; (5) People with higher materialism have lower price sensitivity.

並列關鍵字

Consumer innovativeness ； materialism ； consumer self-confidence ； price sensitivity