領域替代性與調節焦點對補償性消費策略的影響

Abstract

本研究奠基於前人補償性消費架構，欲探討領域替代性以及調節焦點對補償消費策略購買意願的影響，並且以調節焦點做為調節變數提出三個假說。首先，在個體為促進焦點的情況下，無論認為威脅領域是否可以被替代(彌補)，對於象徵性自我完成的購買意願皆會高於流動補償以及逃避策略。第二，在預防型焦點的情況下，若認為威脅領域可以被替代(彌補)，相對於認為不可以被替代(彌補)，對流動補償策略會有較高的購買意願。第三，在預防型焦點的情況下，若認為威脅領域不可以被替代(彌補)，相對於認為可以被替代(彌補)，則對逃避策略會有較高的購買意願。採用變異數分析、共變異數分析以及主要效果檢定，得以成功驗證假說一，然而由於調節焦點操弄困難、策略選擇受選項本身有趣程度干擾、特定族群樣本數不足，以及問卷長度影響專注力等限制，僅能部分驗證假說二與假說三。本論文證明調節焦點為影響不同補償消費策略的有效變數，但未發現領域替代性對補償消費策略的影響有主效果。

This study builds on previous frameworks of compensatory consumption to explore the impact of domain substitution and regulatory focus on the purchase intention of compensatory consumption strategies. Three hypotheses are proposed, using regulatory focus as a moderating variable. First, in the case of a promotion focus, the purchase intention of symbolic-self completion strategies will be higher than both fluid compensation and escapism strategies, regardless of whether the threatened domain is considered substitutable. Second, under a prevention focus, if the threatened domain is perceived as substitutable, the purchase intention of fluid compensation strategies will be higher compared to when it is perceived as non-substitutable. Third, in a prevention focus, if the threatened domain is perceived as non-substitutable, the purchase intention of escapism strategies will be higher compared to when it is perceived as substitutable. Analysis of variance (ANOVA), covariance analysis (ANCOVA), and simple main effect tests were used to successfully validate the first hypothesis. However, due to difficulties in regulatory focus manipulation, interference from the inherent interest of strategy options, insufficient sample size for specific cells, and the length of the questionnaire affecting concentration, only partial support was found for the second and third hypotheses. This study demonstrates that regulatory focus is an effective variable influencing different compensatory consumption strategies but does not find a main effect of domain substitution on compensatory consumption strategies.