本研究主要目的，在以實證之方式了解台灣大專學生的虛榮特性、物質主義與購物導向所含變數彼此間之相互關係。本研究以問卷調查法針對台灣大專學生收集資料，有效問卷573份。經主要成份因素分析及最大變異轉軸，驗證其構念效度，以Cronbach's α檢驗其信度，並以相關條數分析及迴歸分析驗證虛榮特性、物質主義與購物導向間之關係。研究結果顯示，虛榮特性之外表觀感與物質主義以及購物導向之享受購物、價格導向、品牌知覺呈正向顯著影響關係，而虛榮特性之成就觀感與物質主義以及購物導向之價格導向、品牌知覺呈正向顯著影響關係，但與購物導向之想購購物無顯著關係。在物質主義方面，皆與購物導向之享受購物、價格導向、品牌知覺呈正向顯著影響關係。結論或可提供學街上及實務應用上之參考。

The goals of this research are to test the measurement scale and to clarify and conceptualize the construct of relationship of among consumer vanity trait, materialism and shopping orientation. The research has applied both qualitative and quantitative methods. The present study focuses on the students of Taiwan colleges. The 573 sample was executed using convenience sampling questionnaire investigation and regression analysis was used to confirm the relationship of hypothesis. The outcomes finding: The results showed: Both the appearance and achievement of vanity trait are positive significance relationship with materialism, The appearance of vanity trait is positive significance relationship with 「shopping enjoyment」, 「price orientation」 and 「brand perception」 of shopping orientation, The achievement of vanity trait is positive significance relationship with 「price orientation」 and 「brand perception」 of shopping orientation but shopping enjoyment of shopping orientation are not, The materialism is positive significance relationship with 「shopping enjoyment」, 「price orientation」 and 「brand perception」 of shopping orientation, The finding of present research may contribute to great implications for theory, research methods and practical use.