臺灣博碩士論文加值系統

過去四十年，由於經濟的發展，使台灣消費者的購買力與國民收入一起快速的成長。雖然近幾年來，社會籠罩在不景氣的陰影下，消費者對名牌產品的購買欲望卻似乎並未消褪。
近年來，消費者行為的研究領域涉足到許多新的層面。其中一個重要的研究領域，就是負面的消費者行為，或者我們可稱之為消費者行為的黑暗面；而物質主義即為其中之一(Mick, 1996)。而隨著經濟的發展、人們也越來越富裕，而物質主義在解釋個人對財貨的需求上，也隨之占有益發重要的地位。
在物質主義的相關研究中，金錢態度是常被提起的相關變項。對不同的人而言，金錢具有不同的意義。而由於每個人對金錢的看法不同，因此不同的人對待金錢的方式、及重視金錢的程度也會有所不同(Mitchell and Mickel, 1999)，也因為如此，個人在消費時，會受金錢態度的影響。然而過去在物質主義、金錢態度，與消費者行為的研究中，較少討論到產品性質的作用，因此本研究在研究中加入不同性質的產品。
本研究主要目的在討論物質主義及金錢態度對消費者購買炫耀品及本國品/進口品的意願的影響。本研究採便利抽樣，學生及一般成人之有效樣本分別為350及370名；問卷內容包含對受測者物質主義、金錢態度及產品購買意願的測試。抽樣結果以複迴歸方法分析。
研究結果發現，物質主義中的獲取中心構面偏低時，對本國品的購買意願較高；獲取快樂構面越高，對產品的購買意願則越高。金錢態度中的權力－名望構面越高時，對非炫耀品購買意願越低；焦慮構面越高時，對炫耀品購買意願越低。

During the past four decades, the increasing income of Taiwan’s consumers makes the mass consumption of luxury goods and the pursuit of brand and fashion becoming more and more common.
In recent years the agenda of consumer research topics has widened considerably (Belk, 1996). One of the most important new areas concerns the negative side, or “dark side,” of consumer behavior, and materialism is included in them. (Mick, 1996). In the researches related to materialism, money attitudes are important variables. Roberts and Martinez (1997) have mentioned that money attitudes affect our spending habits. However, there is a dearth of discussing about the characteristic of goods in the literature about materialism, money attitudes, and consumer purchase intention.
The present study investigated the role materialism and money attitudes play in purchase intention within a sample of Taiwan’s consumers. A convenience sample of 350 students and 370 adults completed a questionnaire that contained measures of materialism, money attitude and purchase intention. Multiple linear regression analysis the data.
Findings suggest that the low materialism acquisition centrality increases consumers’ purchase intentions in domestic products. The materialism acquisition as the pursuit of happiness increases consumers’ purchase intentions. The money attitude power-prestige decreases consumers’ purchase intentions in low conspicuous product. The money attitude anxiety increases consumers’ purchase intentions in high conspicuous product.

目錄
頁次
目錄……………………………..…..………….…..…..….……I
圖目錄………………………..………….….….…..…..….….III
表目錄………………………..…..…………….…..…..……. IV
頁次
第一章 緒論………………………..…….…………….…..…..….……1
第一節 研究動機 …………………….….….……………..…….... 1
第二節 研究目的…………….……………………….……………. 3
第三節 研究流程…………………….…………………….………. 4
第二章 文獻探討………………………….………………….………. 5
第一節 產品購買…………………...………...…….………………..5
第二節 物質主義……………………..…...…..………….………….9
第三節 金錢態度…………………..…..……....………….………..14
第三章 研究方法………….………………….…..….………….……21
第一節 研究架構………..…..……..…………...…….….….…..….21
第二節 產品預試……………………………...……………...…….22
第三節 變項操作性定義與問卷設計………………...……………24
第四節 抽樣方法及問卷回收….……………...…….…..…………30
第五節 資料分析方法…………………..……………….…………31
第四章 資料分析與實證結果…………………...…………………33
第一節 敘述性統計及相關分析………..………….………………33
第二節 模型及假說統計分析結果………………..…….…………38
第五章 結論與建議……………………….…….…….……………46
第一節 研究結論………….…………………………….………...47
第二節 研究貢獻與實務建議…………………………….………50
第三節 研究限制與後續研究建議……………………….………51
參考文獻……………………………………………………..…………52
附錄一 產品預試問卷………………..……………………..…………59
附錄二 量表預試問卷………………..……………………..…………61
附錄三 正式問卷…………………..………………………..…………64
附錄四 主成份分析…………………..……………………..…………68


圖目錄
頁次
圖1-1 研究流程圖……………………………….……………….………4
圖3-1 研究架構圖……………………….……………………………...21


表目錄
頁次
表3-1 產品外顯性測試第一題結果…………….….……………..……23
表3-2 產品外顯性測試第二題結果…………….….………….……..…23
表3-3 物質主義構面及衡量問項與信度……….………………...……25
表3-4 金錢態度之構面及衡量問項與信度…….………...…………….27
表3-5 產品來源國之敘述………………..…….…...………………...…29
表3-6 受測樣本分配表…………………….……………….………...…30
表4-1 樣本基本資料敘述統計……………………………………….…34
表4-2 信度分析表……………………………………...….……...…..…35
表4-3 係數統計與相關係數分析………………………………..…...…37
表4-4 全部樣本迴歸模式分析結果………………………..………...…43
表4-5 低所得（六萬以下）樣本迴歸模式分析結果………................…44
表4-6 高所得（七萬以上）迴歸模式分析結果…………………….…...45
表5-1 假說檢驗結果………………………….……………………....…46
附錄表4-1 物質主義轉軸後的成份矩陣……………….....…….……...68
附錄表4-2 物質主義轉軸後的成份矩陣(強迫進入3因子)……...….....69
附錄表4-3 金錢態度轉軸後的成份矩陣….…..…..................................70
附錄表4-4 金錢態度轉軸後的成份矩陣（強迫進入4因子）..................71
附錄表4-5 金錢態度轉軸後的成份矩陣（強迫進入3因子）..................72

參考文獻
一、中文部份

林靜儀，「品牌國、生產地與廣告對大學生產品態度的影響」，政治大學國際貿易研究所未出版碩士論文，民國八十二年。
葉桂鳳，「社會影響力對來源國形象的增強效果－以送禮行為為例」，政治大學國際貿易研究所碩士論文，民國八十八年。
蔡瑞華，「台北市國中生的金錢態度研究」，國立台灣師範大學家政教育研究所碩士論文，民國八十九年。

二、英文部份

Ball, Sheryl B. and Eckel, Catherine C. (1996), “Buying Status: Experimental Evidence on Status in Negotiation,” Psychology and Marketing, 13(4), 381-405.
Bearden, W.O. and Etzel, M.J. (1982), "Reference group influence on product and brand purchase decisions," Journal of Consumer Research, 9, 183-94.
Belk, R.W. (1983), “Worldly possessions: Issues and criticisms. In R.P. Bagozzi & A.M. Tybout (Eds.),” Advances in Consumer Research, 10, 514-519.
Belk, R.W. (1984), “Three scales to measure constructs related to materialism: Reliability, validity, and relationships to measures of happiness,” Advances in Consumer Research, 11, 291-297.
Belk, R.W. (1985), "Materialism: trait aspects of living in a material world," Journal of Consumer Research, 12(Dec), 265-80.
Belk, R. W. (1988), “Possessions and the extended self,” Journal of Consumer Research, 15, 139–168.
Belk, R. W., and Wallendorf, M. (1990), “The sacred meanings of money,” Journal of Economic Psychology, 11, 35-67.
Bilkey, W. J. and E. Nes (1982), “Country of Origin effects on Product Evaluation,” Journal of International Business Studies, Spring/Summer, 89-99.
Bell, Michael M. (1998), “An Invitation to Environmental Sociology,” California: Pine Forge Press.
Bourne, F.S. (1957), "Group Influence in marketing and public relations,”, UNESCO, Basel, Switzerland.
Bredemeier, Harry C. and Jackson Toby (1960), “Social Problems in America: Costs and Casualties in an Acquisitive Society,” New York: Wiley.
Burdsal, C. Jr. (1975),“An Examination of Second Order Motivational Factor as Found in Adults,” Journal of Genetic Psychology, 127(September), 83-89.
Childers, Terry L. and Rao, Akshay R. (1992), “The Influence of Familial and Peer-based Reference groups on Consumer Decisions,” Journal of Consumer Research, 19(September), 198-211.
Cordell, V. V. (1992), “Effects of Consumer Preferences for Foreign Sourced Products,” Journal of International Business Studies, 23(2), 251-269.
Csikszentmihalyi, M. and E. R. Halton (1978),“Reflections on Materialism,” University of Chicago Magazine, 70 (3), 6-15.
Daun, A. (1983),“The Materialistic Life – Style: Some Sociopsychological Aspects,” Consumer Behavior and Environmental Quality, New York: St. Martin’s, 6-16.
Desarbo, Wayne S., and Elizabeth Edwards (1996), “Typologies of Compulsive Buying Behavior: A Constrained Clusterwise Regression Approach,” Journal of Consumer Psychology, 5(3), 231-262.
Dickins, Dorothy and Virginia Ferguson (1957), “Practice and Attitudes of Rural White Children and Parents concerning Money,” Mississippi Agricultural Experiment Station Technical Bulletin 43.
Du Bois, C. (1955),“The Dominant Value Profile of American Culture,”American Anthropologist, 57 (December), 1232-1239.
Eastman, Jacqueline K., Goldsmith, Ronald E., and Flynn, Leisa Reinecke (1999), “Status Consumption in Consumer Behavior: Scale Development And Validation,” Journal of Marketing Theory and Practice, 7(3), 41-52.
Forman, N. (1987), “Mind over money,” Toronto: Doubleday.
Fournier, S., & Richins, M.L. (1991), “Some theoretical and popular notions concerning materialism,” Journal of Social Behavior and Personality, 6(6), 403-414.
Furnham, A. (1996), “Attitudinal correlates and demographic predictors of monetary beliefs and behaviors,” Journal of Organizational Behavior, 17, 375-388.
Furnham, A., and Argyle, M. (1998), “The psychology of money,” London: Routledge.
Furnham, A., and Tomas, P. (1984a), “Adults’ perception of the economic socialization of children,” Journal of Adolescence, 7, 217-231.
Furnham, A., and Tomas, P. (1984b), “Pocket money：a study of economic education,” British Journal of Developmental Psychology, 2, 205-212.
Ger, G and R.W. Belk (1996), “Cross-Cultural Difference in Materialism,” Journal of Economic Psychology, 17, 55-77.
Goldberg, H., and Lewis, R. T. (1978), “Money madness: The psychology of saving, spending, loving and hating money,” London: Springwood Books.
Graham, Judy F. (1999), “An alternative description of personality: The Big Five Factor Structure,” Journal of Personality and Social Psychology, 59, 1216-1229.
Han C. M. (1991), “Testing the Role of Country Image in Consumer Choice Behavior,” European Journal of Marketing, 24(6), 24-40.
Han C. M. and V. Terpstra (1988), “Country of Origin Effects for Uni-National and Bi-National Products,” Journal of International Business Studies, Summer, 235-255.
Hanley, A., and Wilhelm, M. (1992), “Compulsive buying: An exploration into self-esteem and money attitudes,” Journal of Economic Psychology, 13, 5-18.
Heslin, R., B. T. Johnson, and B. F. Blake, (1989),“Saver-Spender Scales,” Consumer Psychology, 179-185.
Jonansson, Douglas, S. P., and Nonaka, Ikujiro (1985), “Assessing the Impact of Country of Origin on Product Evaluations: A New Mehtodological Perspective,” Journal of Marketing Research, 22(November), 388-396.
Justice, B. and R. Birkman, (1972), “An Effort to Distinguish the Violent from The Nonviolent,” Southern Medical Journal, 65(6), 703-706.
Khanna, Sri Ram (1986), “Asian Companies and the Country Stereotype Paradox: An Empirical Study,” Columbia Journal of World Business, Summer, 29-38.
Kirkcaldy, B., and Furnham, A. 1993, “Predictors of beliefs about money,” Psychological Reports, 73, 1079-1082.
Lane, R. E. (1991), “The market experience,” New York: Cambridge University Press.
Mason, J. W. (1992), “Meaning of money: A financial planning and counseling perspective,” American Behavioral Scientist, 35, 771-780.
Medina, J. F. , Saegert, J. , and Gresham, A. (1996), “Comparison of Mexican- American and Anglo-American attitudes toward money,” The Journal of Consumer Affairs, 30(1), 124-145.
Mick, D. G. (1996), “Are Studies of Dark Side Variables Confounded by Socially Desirable Responding？ The Case of Materialism,” Journal of Consumer Research, 23 (September), 106-119.
Micken, K.S. (1993), “Materialism and the self,” Dissertation Abstracts International, 54(10A), 3813-4074.
Mitchell, T. R. and Mickel, A. E. (1999), “The Meaning of Money: An Individual Difference Perspective,” Academy of Management Review, 24(3), 568-578.
Mukerji, C. (1983), “From Graven Images: Patterns of Modern Materialism,” New York: Columbia University Press.
Nagashima, A. (1970), "A comparison of Japanese and US attitudes towards foreign products," Journal of Marketing, January, 68-74.
Okechuku, C. and V. Onyemah (1999), “Nigerian Consumer Attitudes toward Foreign and Doestic Products,” Journal of International Business Studies, 30(3), 611-522.
Parsons, T. (1967), “Sociological theory and modern society,” New York: Free Press.
Piron, M. (2000), “Consumers' perceptions of the country-of-origin effect on purchasing intentions of (in)conspicuous products,” The Journal of Consumer Marketing, 17(4), 308
Prince, M. (1991), “Gender and money attitudes of young adults,” Proceedings of the Conference on Gender and Consumer Behavior, 284-291.
Rassuli, K.M., and Hollander, S.C. (1986), “Desire--induced, innate, insatiable?” Journal of Macromarketing, 6, 4-24.
Richins, M.L. (1987), “Media, materialism, and human happiness,”, Advances in Consumer Research, 14, 352356.
Richins, M.L., and Dawson, S. (1992), “A consumer values orientation for materialism and its measurement: Scale development and validation,” Journal of Consumer Research, 19, 303-316.
Richins, M.L., and Rudmin, F.W. (1994), “Materialism and economic psychology,” Journal of Economic Psychology, 15, 217-231.
Roberts, J. A., and Martinez, C. R. (1997), “The emerging consumer culture in Mexico: an exploratory investigation of compulsive buying in Mexican young adults,” Journal of International Consumer Marketing, 10, 53-74.
Roberts, J. A., and Sepulveda M. C. J. (1999), “Money Attitudes and Compulsive Buying: An Exploratory Investigation of the Emerging Consumer Culture,” Journal of International Consumer Marketing, 11(4) 7-31.
Rokeach, M. (1973), “The Nature of Human Values,” New York: Free Press.
Tang, T. L. P. (1992), “The meaning of money revisited,” Journal of Organizational Behavior, 13,197-202.
Tang, T. L. P. 1993, “The meaning of money: Extension and exploration of the money ethic scale in a sample of university students in Taiwan,” Journal of Organizational Behavior, 14, 93-99.
Tang, T. L. P., and Gilbert, P. R. (1995), “Attitudes toward money as related to intrinsic and extrinsic job satisfaction, stress and work-related attitudes,” Personality and Individual Difference, 19(3): 327-332.
Tokunaga, Howard (1993), “The Use and Abuse of Consumer Credit: Application of Psychological Theory and Research,” Journal of Economics and Psychology, 14, 2(Jun), 285-316.
Veblen, T. (1899), "The instinct of workmanship and the state of the industrial arts", New Brunswick, c1990.
Valence, G., A. d’Astous, and L. Fortier (1988),“Compulsive Buying: Concept and Measurement,” Journal of Consumer Policy, 11 (September), 419-433.
Walker, Rosemary and E. Thomas Garman. (1992), “The Meaning of Money: Perspectives From Human Ecology,” American Behavioral Scientist, 35, 6 (July), 781-789.
Ward, S. and D. Wackman (1971),“Family and Media Influence on Adolescent Consumer Learning,” America Behavior Scientist, 14 (January/February), 415-27.
Wernimont, P. and S. Fitzpatrick (1972), "The Meaning of Money," Journal of Applied Psychology, 56, 218-226.
Yamauchi, K. T. ,and Templer, D. I.(1982), “The development of a money attitude scale,” Journal of Personality Assessment,46(5),522-528.
Zinkhan, G.M.,and Prenshaw, P.J. (1994), “Good life images and brand name associations: Evidence from Asia, America, and Europe,” Advances in Consumer Research, 21,496-500.