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研究生:施佳靚
研究生(外文):Jia-Jing Shih
論文名稱:人格特質對衝動性購買行為之影響-主論浪漫主義與理性主義之差異
論文名稱(外文):The Effects of Personality on Impulse Buying-The Differences between Romanticism and Rationalism
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:2008
畢業學年度:96
語文別:中文
論文頁數:78
中文關鍵詞:理性主義衝動性購買行為物質主義浪漫主義
外文關鍵詞:MaterialismImpulse BuyingRationalismRomanticism
相關次數:
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  • 下載下載:1
  • 收藏至我的研究室書目清單書目收藏:3
國內卡債問題的爆發,透露出消費者從事購買行為時往往未經深思熟慮;如此顯示衝動性購買是現今台灣民眾普遍具有的一種消費行為模式。人類行為的展現源自於人格特質與價值觀的驅使。本研究將人格特質分為浪漫主義與理性主義兩種對立互補基模,浪漫主義者重視直覺、富創造力、情感豐富且勇於冒險;相對的,理性主義者則具備條理清晰、不易動情、風險趨避等特質。本研究旨在探討上述兩種人格特質是否會引發或抑制個人的衝動性購買行為。同時檢視個人物質主義價值觀的強弱,是否會調節人格特質與衝動性購買行為之關係。本研究以學生及社會人士為研究對象,採問卷調查法進行資料收集,並以結構方程模式從事資料分析。獲得下述結論:(一) 浪漫主義會顯著正向影響衝動性購買行為。(二) 理性主義會顯著負向影響衝動性購買行為。(三) 相較於高度物質主義消費者,具低度物質主義的消費者其浪漫主義人格特質與衝動性購買行為之正向關係較不顯著。(四) 相較於低度物質主義消費者,具高度物質主義的消費者其理性主義人格特質與衝動性購買行為之負向關係較不顯著。研究結果將有助於廠商對消費者特質的瞭解,以作為未來擬定行銷策略之根據。
According to the problem of domestic credit-card debt, it reveals consumers usually do not think over carefully when purchasing. This also shows impulse buying is a kind of common consuming behavior model of present Taiwanese people. Human behaviors have originated from their personalities and values. This research has divided personality into romanticism and rationalism which oppose and complement with each other at the same time. Romanticists are intuitive, creative, emotional and risk-seeking. However, rationalists are rational, clear, unemotional, and risk averse. The main purpose of this research is to study the above two personalities either cause or restrain personal impulse buying. Meanwhile, it surveys whether the degree of value of personal materialism moderate personality, and the relationships between impulse buying. The study targets of this research are students and citizens. This research starts with Questionnaire Survey for collecting data, and analyzing data through Structural Equation Modeling (SEM). The findings of this research indicate that the significant positive relationship was found to exist between romanticism and impulse buying, and a significant negative relationship was found to exist between rationalism and impulse buying. Besides, under the condition of materialism be a moderator, the positive relationship between romanticism and impulse buying become more significant. However, under the condition of materialism be a moderator, the negative relationship between rationalism and impulse buying become positive. The outcomes of this research will help suppliers more understand consumers’ purchasing attributes so that they are able to draft marketing strategies efficiently.
目 錄
頁次
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 研究問題 2
1.3 研究目的 2
1.4 研究流程 2
第二章 文獻探討 5
2.1 人格特質 5
2.1.1 人格特質之定義 5
2.1.2 五大人格特質 5
2.1.3 T型人格特質 6
2.1.4 五大人格特質之相關研究 6
2.1.5 T型人格之相關研究 7
2.2 浪漫主義與理性主義 8
2.2.1 浪漫主義與理性主義之定義與特質 9
2.2.2 浪漫主義與理性主義之量表探討與相關研究 11
2.2.3 浪漫主義、理性主義與人格特質間之關係 13
2.3 物質主義 14
2.3.1 物質主義之定義 14
2.3.2 物質主義之量表探討 15
2.3.3 物質主義之相關研究 18
2.4 衝動性購買行為 21
2.4.1 衝動性購買行為之定義 21
2.4.2 衝動性購買行為之分類 23
2.4.3 衝動性購買行為之相關研究 23
2.4.4 衝動性購買行為與人格特質間之關係 25
2.5 假說推演 25
2.5.1 浪漫主義與理性主義對衝動性購買行為之關係 25
2.5.2 浪漫主義、理性主義、物質主義與衝動性購買行為之關係 26
第三章 研究方法 28
3.1 研究架構 28
3.2 操作性定義 28
3.3 研究假說 29
3.4 問卷設計 29
3.5 研究對象與抽樣方法 33
3.6 分析方法 33
3.7 探索性因素分析 39
第四章 資料分析結果 42
4.1 敘述性統計 42
4.1.1 敘述性統計分析 42
4.1.2 平均數與標準差之統計分析 42
4.2 驗證性因素分析 46
4.3 信度與效度分析 50
4.4 線性結構關係模式之結果 51
4.4.1 整體模式配適度檢定 51
4.4.2 自變數與依變數模式之參數估計結果 52
4.4.3 物質主義之調解效果驗證 53
第五章 結論與建議 56
5.1 研究結論 56
5.1.1 資料結構分析之結論 56
5.1.2 線性結構關係模式分析之結論 56
5.1.3 理論貢獻 57
5.2 研究建議 58
5.2.1 管理意涵 58
5.2.2 研究限制與未來建議 59
參考文獻 60
附錄一 衝動性購買行為前因與調節變數研究問卷 67





圖 目 錄
頁次
圖1-1  研究流程圖 3
圖3-1  研究架構 28
圖3-2  自變數與依變數之線性結構關係路徑圖 34
圖3-3  高度物質主義調節模式之線性結構關係模式 38
圖3-4  低度物質主義調節模式之線性結構關係模式 38
圖4-1  浪漫主義與理性主義對衝動性購買行為之路徑圖 52
圖4-2  物質主義對衝動性購買行為之路徑圖 53
圖4-3  低度物質主義下之路徑圖 55
圖4-4  高度物質主義下之路徑圖 55





表 目 錄
頁次
表2-1  浪漫主義與古典主義之定義 10
表2-2  浪漫主義、理性主義與五大人格特質之相似處 13
表2-3  物質主義之定義 15
表2-4  Belk與Richins and Dawson之物質主義異同點 20
表2-5  衝動性購買行為之定義 22
表2-6  外向性、開放性、嚴謹性與衝動性購買行為之關係 26
表3-1  浪漫主義與理性主義量表 29
表3-2  物質主義量表 31
表3-3  衝動性購買行為量表 32
表3-4  自變數與依變數之線性結構關係模式的觀察變數說明 35
表3-5  自變數與依變數之線性結構參數說明 37
表3-6  調節效果下之線性結構參數說明 39
表3-7  浪漫主義之因素分析與命名 40
表3-8  理性主義之因素分析與命名 41
表4-1  人口統計變數分析結果 43
表4-2  可支配所得變數分析結果 43
表4-3  各構面與問項之平均數與標準差統計 44
表4-4  測量模式配適度之衡量指標 46
表4-5  基本配適標準與模式內在結構配適度之分析結果 47
表4-6  各構面模式配適度之分析結果 49
表4-7  驗證性因素分析之結果歸納 50
表4-8  潛在變數之相關係數與區別效度分析 51
表4-9  自變數與依變數之整體模式配適度指標 51
表4-10 自變數與依變數之結構模式實證分析結果 52
表4-11 調節模式下之整體模式配適度指標 54
表4-12 調節變數之結構模式實證分析結果 54
表5-1  研究假說之驗證結果 56
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84.Youn, S. and Faber, R. J., “Impulse Buying: Its Relation to Personality Traits and Cues,” Advances in Consumer Research, Vol. 27, No. 1, 2000, pp.179-185.


二、中文部分
1.王曾才,西洋近代史,台北:正中書局,民國91年。
2.李茂能,結構方程模式軟體Amos之簡介及其在測驗編製上之應用,台北:心理出版社,民國95年。
3.林宗鴻譯,人格心理學,台北:揚智文化事業股份有限公司,民國92年。
4.林姿儀,回顧2005年-2006年之台灣卡債風暴,財團法人國家政策研究基金會國政分析報告,財金(研)095-009號,民國95年。
5.陳順宇,多變量分析,台北:華泰書局,民國94年。
6.國立編譯館,世界文化史,國立編譯館,民國88年。
7.莊惠芬,金錢態度對衝動性購買之影響--以理財知識為調節變數,銘傳大學管理研究所碩士論文,民國96年6月。
8.黃芳銘,結構方程模式理論與應用,台北:五南書局,民國94年。
9.黃俊霖,產品設計、美感價值與消費者反應階層模式間關係之研究,高雄第一科技大學行銷與流通管理系碩士論文,民國90年6月。
10.楊豫,西洋史學史,台北:昭明出版社,民國89年。
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