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題名：社會期望反應偏差對負面消費者行為研究的影響：以物質主義為例的間接量表驗證
書刊名：企業管理學報
作者：古永嘉 引用關係／張威龍
作者(外文)：Goo, Yeong-jia／Chang, Wei-lung
出版日期：2000
卷期：46
頁次：頁49-75
主題關鍵詞：物質主義；強迫性購買；社會期望反應偏差；間接量表；Materialism；Compulsive buying；Social desirability bias；Indirect questioning
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(2) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:10
  • 點閱點閱:206
　　　　　傳統上，消費者行為研究的主題多半偏重於一般正常的或功能性的探 討，而忽略了負面消費者行為研究的重要性。由於負面行為研究過於敏感，以致 於受測者大多會根據目前的文化規範，而不是依其本身實際的狀況來回答問題。 這類問卷所產生的偏誤，心理學家稱之為「社會期望反應」偏差的謬誤。過去一 些研究曾顯示以間接問卷方式可降低社會期望反應偏差的問題。因此，本研究以 負面消費者行為中的物質主義為例，驗證物質主義的消費行為，是否會因社會期 望反應偏差而影響研究的結果，並探討物質主義與強迫性購買的關係。本研究以 北部某學校的學生為對象，分別以物質主義的直接具名、直接匿名、間接具名及 間接匿名方式的四種問卷方式及二種量表來測量，並以多變量統計之LISREL， 因素分析，ANOVA等分析方法進行實證。結果顯示，間接問卷方式不論匿名與 否，都比直接問卷方式更能測出高物質主義者，顯示社會期望反應偏差確實會影 響受測者的反應。另外，在不同的問卷方法下，物質主義消費行為研究的三個假 設全部獲得支持。同時，物質主義與強迫性購買亦具有正向的關聯性。
　　　　　This paper examined whether or not indirect questioning could be used to reduce social desirability bias. The effects of indirect (i.e., structured, projective) questioning in the case of materialism were compared with direct (i.e., structured, personal) questioning. In addition, whether or not respondents are anonymous is also used in the survey to control the side effect from respondents. This study surveyed college students, utilized four different questioning styles, and adopted several multivariate statistical methods for analysis. Findings indicate that indirect questioning could mitigate social desirability bias and support all of the three materialism hypotheses. The positive relationship between materialism and compulsive buying behavior is also verified.
期刊論文
1.Mick, D. G.(199609)。Are Studies of Dark Side Variables Confounded by Socially Desirable Responding? The Case of Materialism。Journal of Consumer Research，23(2)，106-119。  new window
2.Csikszentmihalyi, Mihaly、Rochberg-Halton, Eugene(1978)。Reflections on Materialism。University of Chicago Magazine，70(3)，6-15。  new window
3.Hirschman, Elizabeth C.(1992)。The consciousness of addiction: Toward a general theory of compulsive consumption。Journal of Consumer Research，19(2)，155-179。  new window
4.Campbell, Donald T.(1950)。The indirect assessment of social attitudes。Psychological Bulletin，47(1)，15-38。  new window
5.Fisher, Robert J.(1993)。Social desirability bias and the validity of indirect questioning。Journal of Consumer Research，20(2)，303-315。  new window
6.Fournier, S.、Richins, M. L.(1991)。Some Theoretical and Popular Notions Concerning Materialism。Journal of social Behavior and Personality，6(6)，403-414。  new window
7.Faber, R. J.、Christenson, G. A.、de Zwaan, M.、Mitchell, J.(1995)。Two forms of compulsive consumption: Comorbidity of compulsive buying and binge eating。Journal of Consumer Research，22(3)，296-304。  new window
8.Faber, R. J.、O'Guinn, T. C.(1992)。A clinical screener for compulsive buying。Journal of Consumer Research，19(3)，459-469。  new window
9.O'Guinn, Thomas C.、Faber, Ronald J.(1989)。Compulsive Buying: A Phenomenological Exploration。Journal of Consumer Research，16(2)，147-157。  new window
10.Rindfleisch, A.、Burroughs, J. E.、Denton, F.(1997)。Family structure, materialism and compulsive consumption。Journal of Consumer Research，23(4)，312-325。  new window
11.Rook, Dennis W.、Fisher, Robert J.(1995)。Normative Influences on Impulsive Buying Behavior。Journal of Consumer Research，22(3)，305-313。  new window
12.Du Bois, Cora(1955)。The Dominant Value Profile of American Culture。American Anthropologist，57(6)，1232-1239。  new window
13.Foxman, E. R.、Tansuhaj, P. S.、Ekstrom, K. M.(1989)。Family Members' Perceptions of Adolescents' Influence in Family Decision Making。Journal of Consumer Research，15(4)，482-491。  new window
14.Messick, S.(1960)。Dimensions of Social Desirability。Journal of Consulting Psychology，24，279-287。  new window
15.Mensch, B. S.、Kandel, D. B.(1988)。Underreporting of Substance Use in a National Longitudinal Youth Cohort。Public Opinion Quarterly，52，100-124。  new window
16.Levy, S. J.(1981)。Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior。Journal of Marketing，45，49-61。  new window
17.Moorman, R. H.、Podsakoff, P. M.(1992)。A Meta-Analytic Review and Empirical Test of the Potential Confounding Effect of Social Desirability Response Sets in Organizational Behavior Research。Journal of Occupational and Organizational Psychology，56(2)，131-149。  new window
18.Peltier, B. D.、Walsh, J. A.(1990)。An Investigation of Response Bias in the Chapman Scales。Educational and Psychological Measurement，50(4)，803-815。  new window
19.Rassuli, K. M.、Hollander, S. C.(1986)。Desire-induced, innate, insatiable?。Journal of Macro-marketing，6，4-24。  new window
20.Ward, S.、Walkman, D.(1971)。Family and Media Influences on Adolescent Learning。American Behavioral Scientist，14(3)，415-427。  new window
21.Paulhus, D. L.(1984)。Two-component models of socially desirable responding。Journal of Personality and Social Psychology，46(3)，598-609。  new window
22.Rook, Dennis W.、Hoch, Stephen J.(1985)。Consuming Impulses。Advances in Consumer Research，12(1)，23-27。  new window
23.Belk, Russell W.(1985)。Materialism: Trait Aspects of Living in the Material World。Journal of Consumer Research，12(3)，265-280。  new window
24.張威龍(19990500)。青少年家庭溝通型態對物質主義和強迫性購買之影響研究。管理評論，18(2)，87-117。new window  延伸查詢new window
25.Rook, Dennis W.(1987)。The Buying Impulse。Journal of Consumer Research，14(2)，189-199。  new window
26.Richins, Marsha L.、Dawson, Scott(1992)。A Consumer Values Orientation for Materialism and It's Measurement: Scale Development and Validation。Journal of Consumer Research，19(3)，303-316。  new window
研究報告
1.Ward, S.(1974)。Consumer Socialization。Cambridge, MA：Marketing Science Institute。  new window
圖書
1.Derber, C.(1979)。The Pursuit of Attention。Oxford：Oxford University Press。  new window
2.Edward, A. L.(1957)。The Social Desirability Variable in Personality Assessment and Research。New York：Dryfen。  new window
3.Heilbroner, R. L.(1956)。The Quest for Wealth: A Study of Acquisitive Man。New York：Simon & Schuster。  new window
4.Paulhus, D. L.(1992)。The Balanced Inventory of Desirable Responding。Vancouver, BC：University of British Columbia。  new window
5.Rudmin, F.、Richins, M.(1992)。Meaning, Measure, and Morality of Materialism。Provo, UT：Association for Consumer Research。  new window
6.Polanyi, Karl(1944)。The Great Transformation。New York：Rinehart。  new window
圖書論文
1.Belk, R. W.(1984)。Three Scales to Measure Constructs Related to Materialism: Reliability, Validity, and Relationships to Measures of Happiness。Advances in Consumer Research。Provo, UT：Association for Consumer Research。  new window
2.Paulhus, Delroy L.(1991)。Measurement and control of response bias。Measures of personality and social psychological attitudes。Academic Press。  new window
3.O'Guinn, T. C.、Faber, R. J.(1991)。Mass communication theory and research。Handbook of Consumer Behavior。Englewood Cliffs, NJ：Prentice-Hall。  new window
4.Daun, A.(1983)。The Materialistic Life-Style: Some Sociopsychological Aspects。Consumer Behavior and Environmental Quality。New York：St. Martin's。  new window
5.Belk, R. W.(1983)。Worldly Possessions: Issues and Criticisms。Advances in Consumer Research。Arbor, MI：Association for Consumer Research。  new window
6.吳聰賢(1978)。態度量表的建立。社會及行為科學研究法。台北：東華書局。  延伸查詢new window
7.Belk, R. W.(1995)。Studies in New Consumer Behavior。Consumption as Vanguard。London：Routledge。  new window
8.Faber, R. J.、O'Guinn, T. C.(1988)。Expanding the View of Consumer Socialization: A Nonutilitarian Mass-mediated Perspective。Research in Consumer Behavior。Greenwich, CT：JAI。  new window
9.Hirschman, E. C.(1991)。Presidential Address: Secular Immortality and the Dark Side of Consumer, Behavior or How Semiotics Saved My Life。Advances in Consumer Research。Povo, UT：Association for Consumer Research。  new window
10.McLeod, J. M.、Chaffee, S. H.(1972)。The Construction of Social Reality。The Social Influence Process。Chicago：Aldine-Atherton。  new window
 
 
 
 
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