炫耀心態下進行社會比較對消費者情緒的影響

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張盈鈺(Ying-Yu Chang) 查詢紙本館藏

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論文名稱

炫耀心態下進行社會比較對消費者情緒的影響
(Consumer Emotion Asymmetry under Conspicuous Social Comparison)

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摘要(中)

本研究將炫耀心態下的社會比較情境設定為針對才藝與旅遊景點與親近他人的被動社會比較，探討消費者「在炫耀心態下進行社會比較時，在自己他人擁有的數量範圍大小、不同的比較面向、性別、人格特質中的表現傾向的干擾下，自己擁有的數量與他人擁有的數量對消費者自身的情緒之影響效果」及「社會比較方向與比較面向實用性、比較對象的親近度的交互作用」。參考Veblen（1912）的炫耀性消費、Festinger（1954）的社會比較、The Weber-Fechner’s Law與情緒相關研究，主要採用多元線性迴歸分析方法、多變量變異數分析等方法分析資料。研究發現消費者在炫耀心態下進行社會比較時，自己擁有的數量與他人擁有的數量會同時影響消費者的情緒反應。且自己擁有的數量、他人擁有的數量分別與消費者情緒為正、負向關係。然而正面情緒與負面情緒的權重大小沒有一致結論。在干擾變數方面，數量範圍、比較面向、性別、表現傾向均成功地干擾自己擁有個數、他人擁有個數與自己相對他人擁有個數對消費者情緒的影響，而信用卡持有數的干擾效果則不明顯。在社會比較方向與比較面向實用性、比較對象親近度的交互作用方面，發現在同樣的比較方向下，比較面向實用性愈高、比較對象親近度愈高影響消費者情緒反應的效果愈大。

關鍵字(中)

★ 炫耀心態
★ 韋伯法則
★ 社會比較
★ 炫耀性消費
★ 權重
★ 消費者情緒

關鍵字(英)

★ Social Comparison
★ Weber's Law
★ Weight
★ Conspicuous Consumption
★ Couspicuousness
★ Consumer Emotion

論文目次

目錄………………………………………………………………………………………………Ⅰ
表目錄……………………………………………………………………………………………Ⅲ
圖目錄……………………………………………………………………………………………Ⅴ
1 緒論………………………………………………………………………………………1
1.1 研究動機………………………………………………………………………1
1.2 研究目的………………………………………………………………………4
1.3 研究流程……………………………………………………5
2 文獻探討……………………………………………………………………………………7
2.1 炫耀性消費………………………………………………………………………………7
2.1.1 定義與相關研究……………………………………………………………………7
2.1.2 才藝與炫耀…………………………………………………………………………12
2.1.3 旅遊景點與炫耀………………………………………………………………….14
2.2 社會比較……………………………………………………………………………….16
2.2.1 定義………………………………………………………………………………….16
2.2.2 社會比較重要概念釐清………………………………………………………..17
2.2.3 社會比較的情緒效果……………………………………………………………18
2.2.4 性別與社會比較的關係………………………………………………………..20
2.3 韋伯法則……………………………………………………………………………….23
2.3.1 The Weber-Fechner’s Law…………………………………………………23
2.3.2 價格敏感度…………………………………………………………………………24
2.4 情緒……………………………………………………………………………………..26
2.4.1 定義………………………………………………………………………………….26
2.4.2 正負面情緒與雙極性……………………………………………………………26
2.4.3 正負面情緒的權重………………………………………………………………28
3 研究方法……………………………………………………………………………………30
3.1 研究架構……………………………………………………………………………….30
3.2 研究假說……………………………………………………………………………….33
3.3 變數操作性定義與衡量……………………………………………………………41
3.4 研究設計……………………………………………………………………………….43
3.4.1 抽樣方法……………………………………………………………………………43
3.4.2 前測………………………………………………………………………………….43
3.4.3 正式施測……………………………………………………………………………48
3.5 資料分析方法…………………………………………………………………………56
4 研究結果……………………………………………………………………………………58
4.1 實驗一………………………………………………………………………………….58
4.1.1 敘述統計……………………………………………………………………………58
4.1.2 自他擁有個數對消費者情緒的影響……………………………………….60
4.1.3 依數量範圍分組：自他擁有個數對消費者情緒之影響……………….62
4.1.4 依比較面向分組：自他擁有個數對消費者情緒之影響……………….77
4.1.5 干擾變數效果分析………………………………………………………………83
4.2 實驗二………………………………………………………………………………….94
4.2.1 敘述統計……………………………………………………………………………94
4.2.2 操作檢驗……………………………………………………………………………95
4.2.3 變異數分析結果………………………………………………………………….95
4.3 研究假說檢定結果彙整…………………………………………………………100
5 結論與建議…………………………………………………………………………………102
5.1 研究結論…………………………………………………………………………….102
5.1.1 自己他人擁有數量與消費者情緒…………………………………………102
5.1.2 干擾變數………………………………………………………………………….103
5.1.3 比較方向、比較面向實用性、比較對象親近度…………………………104
5.2 研究貢獻與管理意涵…………………………………………………………….105
5.3 研究限制…………………………………………………………………………….106
5.4 未來研究方向………………………………………………………………………107
參考文獻…………………………………………………………………………………………109
（一）中文部分…………………………………………………………………………………109
（一）英文部分…………………………………………………………………………………110
附錄一……………………………………………………………………………………………123
附錄二……………………………………………………………………………………………125
附錄三……………………………………………………………………………………………129
附錄四……………………………………………………………………………………………133
附錄五……………………………………………………………………………………………135
表目錄頁次
表 1-1 台灣近十年的民間消費額……………………………………………………………3
表 1-2 九十二年度台灣地區信用卡總計…………………………………………………3
表 3-1 本研究變數與分析方法……………………………………………………………30
表 3-2 實驗一變數操作性定義與衡量……………………………………………………41
表 3-3 實驗二變數操作性定義與衡量……………………………………………………42
表 3-4 Focus Group運作流程與結論……………………………………………………44
表 3-5 比較面向種類的實用度差異………………………………………………………46
表 3-6 比較對象種類的親近度差異……………………………………………………….47
表 3-7 正式問卷AB比較面向情境與數量範圍分布…………………………………48
表 3-8 正式問卷A比較對象情境與數據…………………………………………………50
表 3-9 正式問卷B比較對象情境與數據…………………………………………………51
表 3-10 實驗二正式問卷比較情境與編號………………………………………………53
表 3-11 本研究變數與統計方法……………………………………………………………57
表 4-1 實驗一樣本回收分配表-依科系別……………………………………………….59
表 4-2 自己他人擁有個數間之相關係數…………………………………………………60
表 4-3 自己他人擁有個數對消費者情緒的多元迴歸分析………………………….61
表 4-4 依數量範圍分組：自他擁有個數對消費者情緒的多元迴歸分析……….63
表 4-5 依數量範圍分組自己他人擁有個數的相對解釋力………………………….70
表 4-6 依數量範圍分組迴歸係數比較組別…………………………………………….74
表 4-7 依數量範圍分組迴歸係數比較項目…………………………………………….74
表 4-8 依數量範圍分組迴歸係數比較第一階段檢定結果表………………………75
表 4-9 依數量範圍分組迴歸係數比較第二階段檢定結果表………………………75
表 4-10 依比較面向分組：自他擁有個數對消費者情緒的多元迴歸分析………77
表 4-11 依比較面向分組自己他人擁有個數的相對解釋力……………………….79
表 4-12 依比較面向分組迴歸係數比較項目與組別…………………………………81
表 4-13 依比較面向分組迴歸係數比較檢定結果表…………………………………82
表 4-14 以性別為干擾變數時自變數間之相關係數－第一階段…………………84
表 4-15 以性別為干擾變數時自變數間之相關係數－第二階段…………………84
表 4-16 以性別為干擾變數時校正後自變數間之相關係數－第二階段……….85
表 4-17 性別對主效果干擾作用的多元迴歸分析…………………………………….85
表 4-18 以表現傾向為干擾變數時自變數間之相關係數－第一階段………….87
表 4-19 以表現傾向為干擾變數時自變數間之相關係數－第二階段………….87
表 4-20 以表現傾向為干擾變數時校正後變數間之相關係數－第一階段……88
表 4-21 以表現傾向為干擾變數時校正後變數間之相關係數－第二階段……88
表 4-22 表現傾向對主效果干擾作用的多元迴歸分析………………………………89
表 4-23 以信用卡數為干擾變數時自變數間之相關係數－第一階段………….91
表 4-24 以信用卡數為干擾變數時自變數間之相關係數－第二階段………….91
表 4-25 以信用卡數為干擾變數時校正後變數間之相關係數－第一階段……92
表 4-26 信用卡持有數對主效果干擾作用的多元迴歸分析……………………….92
表 4-27 實驗二樣本回收分配表-依情境別…………………………………………….94
表 4-28 比較面向實用性、比較對象親近度、比較方向對消費者情緒的變異數分析……95
表 4-29 比較面向實用性與比較方向交互作用之事後檢定……………………….97
表 4-30 比較對象親近度與比較方向交互作用之事後檢定……………………….98
表 4-31 研究假說檢定結果彙整表………………………………………………………100
圖目錄頁次
圖 1-1 研究流程………………………………………………………………………………6
圖 2-1 屬性表現水準的不對稱影響關係圖……………………………………………29
圖 3-1 實驗一研究架構………………………………………………………………………31
圖 3-2 實驗二研究架構………………………………………………………………………32
圖 3-3 比較面向種類的實用度差異……………………………………………………….46
圖 3-4 比較對象種類的親近度差異……………………………………………………….47
圖 4-1 比較面向實用性與比較方向的交互作用………………………………………96
圖 4-2 比較對象親近度與比較方向的交互作用………………………………………98

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2004-7-9

推文