臺灣博碩士論文加值系統

現代社會在性別平等、男女普遍財務獨立的情況下，個人的財務及消費行為自主意識強烈。當建立伴侶關係後，隨著彼此關係逐漸緊密，某部份財務行為將涉及共同承擔財務責任，如此一來，可能與個人消費行為產生資源排擠，造成伴侶雙方在關係承諾與個人消費慾望、金錢支配間產生衝突，進而可能影響彼此隱藏消費行為。本研究旨在探討伴侶間個人財務忠誠傾向對於個人消費決策與消費行為之影響。首先，透過財務忠誠量表(Financial Infidelity Scale)衡量消費者對於財務忠誠度的個體差異，再採用實驗法，分別以三個消費者決策情境進行消費者行為調查，檢核其對消費者行為之影響。實驗結果證實：具財務不忠傾向的消費者，較可能進行引起伴侶反對的消費行為，同時較可能選擇隱藏消費證據；具財務不忠傾向的消費者，可能產生較高的罪惡感，增加選擇隱藏消費證據的可能性；最後，財務約束感在財務不忠傾向與隱藏消費證據之間並沒有扮演調節的角色。本研究證實伴侶或配偶間的財務不忠為國內存在之現象，並對個人消費決策與消費行為產生影響；本研究亦驗證關於隱藏消費證據的行為，包括偏好選擇不記名的付款方式、偏好使用中性包裝、網路購物偏好寄送至非住家地址等，提供後續消費者研究及相關業者參考。

In modern society, under the circumstances of gender equality and general financial independence of men and women, individuals have a strong sense of autonomy in financial and consumer behavior. When a partnership is established, as the relationship becomes closer, certain financial behaviors will involve sharing financial responsibilities. As a result, it may crowd out resources from personal consumption behaviors, resulting in conflict between relationship commitments and personal consumption desires, and the conflict may affect each other's hiding consumption behavior. This study aims to explore the influence of personal financial loyalty between partners on personal consumption decision-making and consumption behavior. First, use the Financial Infidelity Scale to measure individual differences in consumers’ financial loyalty, and then use an experimental method to conduct consumer behavior surveys in three consumer decision-making contexts to check their impact on consumer behavior. The experimental results are as follows: Consumers who prone to be financial infidelity are more likely to engage in consumer behavior that arouses disapproval from their partners, and are more likely to choose to hide consumption evidence. Consumers who prone to be financial infidelity may have a higher sense of guilt and increase the possibility of choosing to hide consumption evidence. Finally, the sense of financial constraint does not have a moderating effect between financial infidelity and hiding consumption evidence. This study confirms that financial infidelity is a phenomenon that exists in Taiwan and has an impact on personal consumption decision-making and consumption behavior. It also verifies the behavior of hiding consumption evidence, including preference for anonymous payment methods, use Neutral packaging, and ship to non-home addresses. The above study provides follow-up consumer research and related industry reference.

第一章　緒論 1
第一節　研究背景 1
第二節　研究動機與目的 2
第三節　論文架構 2
第二章　文獻探討 4
第一節　財務不忠傾向 4
第二節　伴侶不贊成的消費行為 5
第三節　隱藏消費行為與證據 5
第四節　罪惡感 6
第五節　財務約束感 7
第三章　研究方法 8
第一節　假說推論及研究架構 8
第二節　研究變數定義與衡量 9
第三節　實驗方法 12
第四節　研究樣本與分析工具 18
第四章　研究結果及實證分析 19
第一節　樣本結構分析 19
第二節　量表之統計分析 19
第三節　假說檢定—迴歸分析 24
第五章　結論與建議 39
第一節　研究結論 39
第二節　管理意涵與建議 40
第三節　研究限制與後續建議 41
參考文獻 41
附錄一 實驗介面—基本資料 47
附錄二 實驗介面—財務忠誠量表 49
附錄三 實驗一介面 55
附錄四 實驗二介面 58
附錄五 實驗三介面 62

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