臺灣博碩士論文加值系統

Y世代的年輕人出生在一個以「消費」為主的社會脈絡中，為了使自己與同儕間有共同話題，加入同儕團體並強化、補償與同儕間的社交關係，他們往往以追求流行為最優先的需求。同時，青少年時期也是寂寞感最容易發生的階段，當青少年無法從主要的互動對象得到歸屬感與良好的社會網絡關係時，便會產生寂寞感。因此本研究試圖以寂寞感為切入觀點，利用2000年至2009年的「臺灣青少年成長歷程研究」長期追蹤資料，男性樣本有668位，女性樣本為661位，進行量化分析，探討青少年時期不同互動關係的情緒性寂寞與社會性寂寞，如何影響成年初期的流行消費態度與行為。
研究結果顯示，男性在成年初期的流行消費態度與行為會受到青少年時期的「家庭情緒性寂寞」和「同儕社會性寂寞」的影響；女性只有在流行消費行為會受到青少年時期「同儕社會性寂寞」的影響，消費態度方面則不受寂寞因素影響。換句話說，家庭和同儕對男性來說在流行消費上具有不同的功能與意義，女性的流行消費行為雖不受青少年時期家庭關係的影響，但仍受同儕網絡關係所影響。值得注意的是，在「家庭情緒性寂寞」的研究結果與研究假設相反，本研究發現青少年時期與家人的情感依附越緊密、情緒性寂寞程度越低的男性，流行消費態度與行為反而越強。

Born in a “consumption-oriented” society, the youth of Generation Y’s priority need for joining peer groups, creating common talking topics in the groups, and enhancing or compensating their social relationships with peers drive their pursuit of popular consumer items. Meanwhile, adolescence is the stage of life most prone to feelings of loneliness. Adolescents have the sense of loneliness when being unable to feel a sense of belonging to the primary interaction subjects and being unable to gain a favorable social network. Therefore, based on the perspective of “loneliness”, the current research applies quantitative analysis on a sample of 668 men and 661 women in the panel research data conducted by the “Taiwan Youth Project in 2000-2009” to investigate how individuals’ emotional loneliness and social loneliness during adolescence affect their attitudes and behaviors toward fashion consumption in early adulthood.
The results show that men’s attitudes and behaviors towards fashion consumption in early adulthood are influenced by their “family emotional loneliness” and “peer social loneliness” during adolescence. Women’s behaviors towards consumption are only affected by their “peer social loneliness” but not other loneliness. In other words, for men, their family and peers have significant impacts on their fashion consumption ; but for women, only peer networks is significant. It is noteworthy that the findings of this study regarding the effect of “family emotional loneliness” is inconsistent with our hypotheses. The study demonstrates that the men with lower levels of emotional loneliness and closer emotional attachment with their family members during adolescence however, have stronger attitudes and behaviors towards fashion consumption.

一、緒論 1
（一）問題背景與研究目的 1
（二）研究的獨特性與重要性 3
二、文獻回顧 5
（一）流行消費的意義 5
1.消費行為與消費態度 8
2.性別差異的消費 10
3.Y世代的流行消費特性 14
（二）寂寞感與消費 15
1.寂寞感的定義 16
2.家庭的寂寞感 19
3.同儕的寂寞感 21
（三）人格的定義與理論 23
（四）研究問題與研究假設 25
三、研究方法與資料來源 27
（一）研究資料來源與特性 27
（二）主要變項測量 28
1.依變項 28
（1）流行消費態度 28
（2）流行消費行為 28
2.自變項 29
（1）家庭寂寞感 29
（2）同儕寂寞感 30
3.控制變項 31
（三）統計分析方法 32
四、研究發現 33
（一）主要變項分布 33
1.依變項分布情況 33
2.自變項分布情況 35
3.控制變項分布情況 36
（二）青少年時期的寂寞感與成年初期的流行消費態度、行為之相關分析 36
（三）迴歸分析 40
1.「流行消費態度」的影響因素 40
2.「流行消費行為」的影響因素 41
五、結論與討論 43
（一）主要發現 43
（二）討論 44
（三）研究限制與對未來研究之建議 45
1.研究限制 45
2.未來研究的建議 45
參考書目 46
中文部分 46
英文部分 48
附錄1：測量題組與信度檢定 54
附錄2：依變項的次數分布情形 55
附錄3：自變項的次數分布情形 56


表目錄
表1：各變項的次數分布與遺漏情形 34
表2：性別與主要變項之T檢定 35
表3-1：主要變項之簡單相關分析（男性） 38
表3-2：主要變項之簡單相關分析（女性） 39
表4-1：「流行消費態度」之迴歸分析結果 41
表4-2：「流行消費行為」之迴歸分析結果 42

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