權力地位剝奪下的補償行為：對地位象徵性產品願付價格的影響與調節機制

Abstract

本研究欲探討權力地位的高低對於不同地位象徵的產品是否具有願付價格上的差異，因而提出四大研究假說。首先，當消費者面對到的產品象徵地位較高時，處於權力地位較低的消費者會相對於處在控制或是權力地位較高之消費者，對該產品有更高的願付價格。第二，當消費者面對到的產品象徵地位較低時，則無論消費者處於權力地位較低或是較高的狀態，其對於該商品的願付價格並不會有顯著差異。第三，當消費者面對到的產品象徵地位較高時，同樣面臨權力地位較低之狀態，則權力慾望程度較高之消費者相較於權力慾望程度較低之消費者，對該產品有更高的願付價格。而第四，當消費者面對到的產品象徵地位較高時，同樣面臨權力地位較高之狀態，則權力慾望程度較高之消費者與權力慾望程度較低之消費者，對該產品的願付價格並不會有顯著差異。而筆者透過操弄檢定以及假說檢定的驗證，成功驗證假說二及假說四，但由於樣本數不夠充分、產品與權力情境無有效關聯、產品樣式選擇上之因素以及問卷填答格式限制，使願付價格之假說未能成立。

The present study aims to examine whether variations in power status lead to differences in the willingness to pay for products representing distinct levels of status symbolism. To address this objective, four main research hypotheses were proposed. Firstly, when consumers are confronted with products symbolizing higher status, individuals in lower power positions are expected to demonstrate a higher willingness to pay compared to those in control or higher power positions. Secondly, when consumers encounter products symbolizing lower status, no significant differences in willingness to pay are anticipated between individuals in lower and higher power positions. Thirdly, when consumers are faced with products symbolizing higher status while simultaneously experiencing a lower power status, it is hypothesized that individuals with a higher desire for power will exhibit a higher willingness to pay compared to individuals with a lower desire for power. Lastly, when consumers are presented with products symbolizing higher status under a higher power status condition, it is expected that the willingness to pay will not significantly differ between individuals with a higher desire for power and those with a lower desire for power. Through manipulation checks and hypothesis testing, hypotheses two and four were supported. However, limitations in sample size, ineffective associations between products and power contexts, factors related to product selection, as well as constraints imposed by the questionnaire format, prevented the acceptance of the hypotheses related to willingness to pay.