強迫購買行為之研究—結構關係模型的應用

Abstract

本研究期望以過去相關研究為基礎，嘗試驗證(1)家庭溝通結構與物質傾向、自尊的關係，(2)物質傾向、自尊與強迫購買行為的關係。另外加入探討從眾行為、關係行銷與來源國效果的影響程度，補充過去文獻所未提及的干擾因素所帶來的可能效果。 研究以一般消費者為對象，以問卷方式收集資料。家庭溝通結構與物質傾向、自尊之關係結果與過去文獻一致，唯物質傾向、自尊與強迫購買行為之關係雖呈顯著關係，但其正負向與預期不符，有待後續討論。而從眾行為及來源國效果等干擾變數對物質傾向、自尊與強迫購買的關係強度具有顯著的影響效果，而關係行銷則只有影響自尊與強迫購買之間的關係強度。

For most people, buying is a normal and routine part of everyday life. For compulsive buyers, the inability to control an overpowering impulse to buy and results in significant and sometimes severe consequences. The purpose of this study was to explore the construction of compulsive buying behavior and the influence of moderators, including conformity, quality of relationship, and country of origin. This study conducts survey by a questionnaire attempts to look for the relationship between family communication structure, materialism, self-esteem, and compulsive buying behavior. Use LISREL to evaluate and examine its causality. The results indicate that the relationship of family communication structure, materialism, self-esteem and compulsive buying behavior had significant difference. But the positive-negative relationship between materialism, self-esteem and compulsive buying behavior was inconsistent with the literature and need for further research. Besides, the moderate effects of conformity, quality of relationship, and country of origin nearly all had significant difference.