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題名：虛榮特性、物質傾向與強迫性購買關係之研究
作者：張威龍
作者(外文)：Chang Wei Lung
校院名稱：國立臺北大學
系所名稱：企業管理學系
指導教授：黃營杉
張重昭
學位類別：博士
出版日期：2000
主題關鍵詞：虛榮特性；物質傾向；強迫性購買；Vanity trait；Materialism；Compulsive Buying
原始連結：連回原系統網址new window
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消費者行為理論發展至今已非常完整。然而，跨文化因素以及台灣環境劇烈變遷，導致經濟活動掛帥，形成以物質為主的功利價值觀，因而促成Fullerton and Punj (1993)所指在交易情境的行為違反當時一般人可接受的行為規範的消費行為有日愈增多的趨勢。Hassay and Smith (1996)提及這種消費行為研究實有必要，尤其是洞察此種消費行為的型態、基本原因、形成機制和消費行為間的關係之研究更是特別重要的領域。有關消費者特殊行為的研究中，物質傾向與強迫性購買的研究最被重視且成長快速(O’Guinn and Faber, 1989；Richins, 1994)。在國內亦發現青少年高物質傾向者與強迫性購買的比率偏高(張威龍, 民88b)。另外，虛榮促進了數不盡的產品與服務的發展，不論身體或成就虛榮在行銷實務的遠景二者都很重要(Netemeyer, et al. 1995)。然而，關懷身體的魅力可能是正面的消費行為，但過度關懷也可能會產生負面的行為。O’Guinn and Faber (1991)亦提及各種不同的觀點之探討，有助於在消費者行為重要的構念和正常行為脈絡的處理上提供新的觀點，因此本研究期望以過去相關研究為基礎，嘗試達成三個研究目的：(1).驗證虛榮特性與物質傾向關係，(2).驗證物質傾向與強迫性購買關係，(3).驗證虛榮特性與強迫性購買關係。研究以北區大專在學學生為對象，經由過去文獻探討來確認虛榮特性、物質傾向及強迫性購買的概念要素。並據以為問卷設計的基礎，經由以test-retest測驗再測信度的預試驗證後，以問卷方式收集資料。資料的分析則先以Cronbach’s α驗證內部一致性信度，以驗證性因素分析來測量適合度。而有關虛榮特性與物質傾向及強迫性購買之關係驗證，則以LISREL線性結構模式進行實證。研究結果發現，研究樣本中只有具高「外表關懷」的虛榮特性易產生物質傾向的「財物成功」、「獲取中心」及「獲取快樂」三概念特性，而「成就關懷」則否。而只發現具有物質傾向的「獲取中心」特性者有證據顯示易具強迫性購買特性，「財物成功」及「獲取快樂」則無顯著。同時「外表關懷」有證據顯示較可能具強迫性購買特性，「成就關懷」則與強迫性購買無顯著關係。本研究結論在學術理論、研究方法及實務應用上的涵義為：1.虛榮特性、物質傾向及強迫性購買等消費行為在台灣異地適合性的驗證，可幫助進一步探討特殊消費行為的各種消費特性。2.經由LISREL模式分析，有助於深入了解特殊消費行為的成因及結果機制。3.環境改變的迅速，消費者行為已無法單從過去的理論來解釋，本研究可產生拋磚引玉的效果，吸引更多的研究者對特殊消費行為的興趣，以便能更豐富消費者行為知識，而使該學門更加完整。4.本研究結果在實務上有助於行銷區隔、產品定位、廣告訴求等之參考。
The past research suggested consumer behavior research does not complete. If not include negative consumer behavior research. Related to negative consumer behavior research were interested in consumer behavior researcher who study materialism, compulsive buying and vanity trait in past decade, This research is aimed at studying relationship of vanity traits、materialism and compulsive buying. In order to attach them, this study vanity trait scale was developed from Netemeyer et al, (1995), Materialism scale from Richins and Dawson (1992) and Compulsive Buying scale from O’Guinn and Faber (1992). In order to test the reliability and validity of those scales and verify relationship hypothesis, the data was from 1188 college students in north area and adopted several multivariate statistical methods and LISREL model for analysis. Findings indicate that only appearance concern of vanity has significant relation with success, acquisition centrality and acquisition as happy which are concepts of materialism construct. But achievement concern is not significant. Success, center and happy of materialism construct only acquisition centrality have significant relation with compulsive buying and result also indicate acquisition centrality of materialism are intervening variable of relationship appearance concern of vanity and compulsive buying. The achievement concern of vanity trait appeal negative related with compulsive buying.
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