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研究生:莊惠芬
研究生(外文):Hui-Fen Chuang
論文名稱:金錢態度對衝動性購買之影響---以理財知識為調節變數
論文名稱(外文):The Influence of Money Attitude on Impulse Buying---Financial Knowledge for moderator
指導教授:翁振益翁振益引用關係
指導教授(外文):Jehn-Yih Wong
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:75
中文關鍵詞:金錢態度理財知識衝動性購買
外文關鍵詞:financial knowledgemoney attitudeimpulse buying
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金錢在我們生活中扮演著重要的角色,它往往比其他工具更具有影響力。而在負債比率日益升高的台灣,擁有更多的理財知識是必須的,而理財知識是否會影響購買行為則是值得驗證的議題。本研究透過消費者的金錢態度來加以探討,衡量出影響消費者衝動性購買的因素為何,以改進衝動性購買的態度與觀念,並驗證增進理財知識能幫助做出正確的決策,進而降低衝動性購買的發生。
本研究以北部地區的大學生為研究對象,採便利抽樣方式進行調查,欲建立一個以金錢態度與衝動性購買為前因與結果的模型,並引入理財知識作為調節變數,採用結構方程模式分析進行變數間關係之驗證。經由分析結果發現金錢態度與衝動性購買有顯著正相關,且除了主、客觀理財知識皆與衝動性購買有負相關外,藉由主、客觀理財知識的調節效果,也皆能顯著弱化金錢態度與衝動性購買間之正向關係。最後根據研究結果提出建議,以作為教育輔導單位、家長們、大學生及未來學術研究者作為參考。
Money plays a central role in our lives, exerting more power than any other commodity. Besides, with levels of debt reaching all time highs in Taiwan, it is apparent that there is a need for more financial knowledge and an examination of which financial knowledge effect purchasing behavior. The study try to discover the influences of consumers’ money attitude on impulse buying through the financial knowledge or not and improved financial knowledge is assumed to lead to beneficial decision making to reduce impulse buying.
This study is according to university students as target people by convenience sampling; in addition, linear structural relation model was adopted in this study. The results supported the hypotheses and showed that a significant positive relationship was found to exist between money attitude and impulse buying, and a significant negative relationship was found to exist between financial knowledge and impulse buying. Besides, under the condition of subjective/real financial knowledge be a moderator, the positive relationship between money attitude and impulse buying become non-significant. At last, the researcher has given a suggestion according to the study results as future reference for educational guidance department, student parents, the college students and future academic researchers.
目 錄
目 錄 I
圖 目 錄 IV
表 目 錄 V
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 2
第二章 文獻探討 5
2.1 金錢態度 5
2.1.1 金錢態度之定義 5
2.1.2 金錢態度之量表 6
2.1.3 金錢態度之相關研究 9
2.1.4 小結 10
2.2 理財知識 10
2.2.1 消費者知識與理財知識 10
2.2.2 理財知識之定義 11
2.2.3 理財知識之相關研究 12
2.2.4 小結 13
2.3 衝動性購買 14
2.3.1 衝動性購買之定義 14
2.3.2 衝動性購買之分類 15
2.3.3 衝動性購買之相關研究 17
2.3.4 小結 18
2.4 假說推演 19
2.4.1 金錢態度與衝動性購買之關係 19
2.4.2 理財知識、金錢態度與衝動性購買之關係 19
第三章 研究方法 21
3.1 研究架構 21
3.2 操作性定義 21
3.3 研究假說 22
3.4 問卷設計 22
3.5 研究對象 25
3.6 分析方法 25
第四章 資料分析與結果 33
4.1 敘述性統計與驗證性因素分析 33
4.1.1 敘述性統計分析 33
4.1.2 驗證性因素分析 39
4.1.3 信度與效度分析 43
4.2 線性結構關係模式之結果 44
4.2.1 自變數與因變數之整體模式配適度檢定 44
4.2.2 調節效果之驗證 46
第五章 結論與建議 53
5.1 研究結論 53
5.1.1 資料分析之驗證結果 53
5.1.2 線性結構關係模式分析之結論 53
5.2 建議 54
5.2.1 研究意涵與貢獻 54
5.2.2 研究限制 55
5.2.3 未來研究建議 55
參考文獻 57
附錄一 消費者金錢態度、理財知識與衝動性購買問卷 63

圖 目 錄
圖1-1 研究流程圖 4
圖3-1 研究架構 21
圖3-2 金錢態度與衝動性購買之線性結構關係模式 27
圖3-3 主觀理財知識之調節模式線性結構關係模式 29
圖3-4 客觀理財知識之調節模式線性結構關係模式 31
圖4-1 金錢態度與衝動性購買之結構模式實證分析圖 46
圖4-2 主觀理財知識與衝動性購買之結構模式實證分析圖 47
圖4-3 藉由主觀理財知識調節之結構模式實證分析圖 49
圖4-4 客觀理財知識與衝動性購買之結構模式實證分析圖 50
圖4-5 藉由客觀理財知識調節之結構模式實證分析圖 51


表 目 錄
表2-1 金錢態度之定義 6
表2-2 金錢態度量表 8
表2-3 理財知識之定義 12
表2-4 理財知識相關研究 13
表2-5 衝動性購買之定義 14
表2-6 早期衝動性購買的分類 16
表3-1 金錢態度量表 23
表3-2 理財知識量表 24
表3-3 衝動性購買量表 25
表3-4 金錢態度與衝動性購買之線性結構參數說明 28
表3-5 金錢態度與衝動性購買之線性結構觀察變數說明 28
表3-6 主觀理財知識之調節模式線性結構參數說明 29
表3-7 主觀理財知識之調節模式線性結構觀察變數說明 30
表3-8 客觀理財知識之調節模式線性結構參數說明 31
表3-9 客觀理財知識之調節模式線性結構觀察變數說明 32
表4-1 樣本之回收概況 33
表4-2 樣本結構分析 34
表4-3 金錢態度之平均數與標準差 36
表4-4 理財知識之平均數與標準差 38
表4-5 衝動性購買之平均數與標準差 39
表4-6 測量模式配適度之衡量指標 40
表4-7 基本配適標準與模式內在結構配適度之分析結果 41
表4-8 整體模式配適度之分析結果 42
表4-9 驗證性因素分析之結果歸納 42
表4-10 潛在變數之相關係數與區別效度分析 44
表4-11 金錢態度與衝動性購買之整體模式配適度指標 45
表4-12 金錢態度與衝動性購買之結構模式實證分析結果 46
表4-13 主觀理財知識與衝動性購買之整體模式配適度指標 46
表4-14 藉由主觀理財知識調節之整體模式配適度指標 48
表4-15 客觀理財知識與衝動性購買之整體模式配適度指標 49
表4-16 藉由客觀理財知識調節之整體模式配適度指標 50
表4-17 理財知識之結構模式實證分析結果 52
表5-1  本研究假說之檢定結果 53
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二、中文部份
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