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題名:經濟衰退下的奢華消費反彈:弔詭效應觀點之應用
作者:王薔惠
作者(外文):Chiang-Hui Wang
校院名稱:元智大學
系所名稱:管理學院博士班
指導教授:廖淑伶
學位類別:博士
出版日期:2015
主題關鍵詞:經濟衰退弔詭效應壓抑反彈分心聯想Dismal EconomyIronic EffectSuppressionReboundDistraction Association
原始連結:連回原系統網址new window
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本研究以弔詭效應觀點,探討消費者在經濟衰退情境下對於奢華商品的消費矛盾行為。當消費者在奢華消費壓抑不斷地反覆過程中,反而將奢華商品的慾望痕跡由短期記憶轉換成長期記憶,更加深奢華商品的購買意願強度,以致於消費者需要以更強烈的認知負荷來壓抑對於奢華商品的消費意願。當奢華商品的消費意願強烈到無法以認知負荷進行壓抑時,消費控制失敗產生購買行為,形成壓抑後反彈的弔詭現象。
第一部分利用經濟衰退期間,以經濟性指標及奢華企業的營業額,證明消費者在負面思維下奢華消費的弔詭效應觀點,除發掘奢華壓抑的替代性經濟變數,並希望找出促發奢華消費的貨幣性影響因子。由於奢華企業為全球性產業,本研究亦針對不同地區的奢華消費文化以弔詭效應觀點進行比較分析。第二部分利用實驗設計,探討消費者在經濟衰退下奢華壓抑的前置因子;及消費者對於奢華商品在買與不買的矛盾心理過程中,尋找消費者強化或弱化奢華弔詭效應的調節因素。
本研究主要貢獻並不是在經濟成長情境,反而是在經濟衰退的負面情境下,探討消費者在奢華消費的特殊現象;同時以弔詭效應的觀點,說明消費者如何利用奢華商品,以認知性分心聯想進行壓抑時的短暫抒解或長期釋放。本研究以大數據結合實驗設計進行經濟學及社會心理學的整合,提供經濟指標與心理構念的對應關係,找出消費者在負面情境下壓抑及反彈之間的矛盾心理決策歷程。希望提供在學術研究領域下,行銷管理者在萎靡的經濟環境下一種新的行銷策略,對目前奢華產業有所啟發。並提醒消費者在負面情境下的心理變化,能以自我調節的認知行為進行最佳的購買決策。
This research explores luxury consumption as an ironic effect in dismal economy. Consumers usually think of luxuries as desires in economic recession. They postpone the luxury purchases because of financial uncertainty in the future. Although they worry about the future finance, they still have enough budget to purchase what they want. Therefore, consumer postpone the luxuries purchased. Luxuries are usually not a necessity item for daily life but for hedonic and well-being. Once consumer suppress their desires and postpone the purchase, they will think again and again because they still have enough budget to buy. The luxury desire appears iterately and becomes long-term memory in consumer’s mind until released.
There are two quantitative researches. The first part used economic indexes to evaluate the phenomena of ironic luxury consumption during recession. Economic indicators can be psychological proxy variable by inductive assumption. We evaluated unemployment rate as a suppression proxy and luxurious sales as a rebound proxy variable to prove the ironic consumption under negative environment. Also, the price based indicator and the income based indicator were to moderate the main effect. The second part of research focused on the psychological experimental design to manipulate. Five scenarios used during experimental surveys. The research deducted the antecedents and moderators of the luxury ironic consumption. The social variables were not significant during the ironic experimental moderate, but the self-variables significantly demonstrated the ironic effect result. The result predicted the ironic rebound or release based on self-concept and self- Self-regulation.
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