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研究生:吳哲典
研究生(外文):WU, ZHE-DIAN
論文名稱:社群媒體成癮、社交外貌焦慮與社會認同渴望對大學生化妝品購買衝動之影響關係
論文名稱(外文):A Study on the Effect of Social Media Addiction, Social Appearance Anxiety and Desire for Social Recognition on Buying Impulsiveness of Cosmetics among College Students
指導教授:陳沁怡陳沁怡引用關係
指導教授(外文):CHEN, CHIN-YI
口試委員:林尚平吳建明
口試委員(外文):LIN, SHANG-PINGWU, CHIEN-MING
口試日期:2024-06-06
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系
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:2024
畢業學年度:112
語文別:英文
論文頁數:60
中文關鍵詞:社群媒體成癮社交外貌焦慮渴望社會認同衝動性購買化妝品
外文關鍵詞:Social Media AddictionSocial Appearance AnxietyDesireSocial RecognitionImpulsive BuyingCosmetics
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在網路資訊盛行的時代,社群媒體逐漸影響Z世代年輕人的生活,特別注重外貌,如穿搭和化妝。本研究探討社群媒體成癮、社交外貌焦慮、社會認同渴望和化妝品購買衝動4個變數之間的關係,對象為18至25歲的國立雲林科技大學生進行調查,共收集208份有效問卷,並以IBM SPSS 26版進行分析。結果得知,社會認同渴望未能解釋社交外貌焦慮,而社群媒體成癮與社交外貌焦慮呈正相關,社會認同渴望與化妝品購買衝動呈正相關,社群媒體成癮及化妝品購買衝動呈正相關,社交外貌焦慮與化妝品購買衝動呈正相關。另外發現社群媒體成癮在渴望社會認同和化妝品購買衝動間部分中介作用。在性別的部分,男性在社群媒體成癮與渴望社會認同比女性高,女性在衝動性購買化妝品比男性高,而在社交外貌焦慮男女沒有顯著差異。而年齡在各變數間沒有顯著差異。此研究可供美妝業者、心理學界及未來相關研究參考。
In the era of internet information, social media is gradually influencing the lives of Generation Z youths, particularly in terms of appearance, such as outfits and makeup. This study explored the relationships among four variables: Social Media Addiction, Social Appearance Anxiety, Desire for Social Recognition, and Buying Impulsiveness of Cosmetics. A total of 208 valid questionnaires, collected from college students aged 18 to 25 at the National Yunlin University of Science and Technology in Taiwan, were analyzed using IBM SPSS Statistics version 26. Results indicated that while the desire for social recognition cannot explain social appearance anxiety, social media addiction was positively associated with it. Moreover, the desire for social recognition positively influenced the buying impulsiveness of cosmetics, social media addiction correlated positively with both social appearance anxiety and buying impulsiveness of cosmetics, and social appearance anxiety positively influenced the buying impulsiveness of cosmetics. Social media addiction was found, with a partial mediator between the desire for social recognition and the buying impulsiveness of cosmetics. In terms of gender, social media addiction and the desire for social recognition were higher in males than females, while the buying impulsiveness of cosmetics was higher in females than males, with no significant difference observed in social appearance anxiety. In terms of age, no significant differences were found among the variables. This study provides valuable insights for the cosmetics industry, psychological academia, and future research.
摘要 ................................................................................................................................... i
Abstract ............................................................................................................................ ii
Acknowledgment ............................................................................................................ iii
Table of Contents ............................................................................................................ iv
List of Tables .................................................................................................................. vi
List of Figures ................................................................................................................ vii
Chapter 1: Introduction ................................................................................................... 1
1.1 Research Background and Motivation ............................................................. 1
1.2 Research Questions ........................................................................................... 3
Chapter 2: Literature review and Hypotheses development ......................................... 4
2.1 Social Media Addiction .................................................................................... 4
2.2 Social Appearance Anxiety ............................................................................... 5
2.3 Desire for Social Recognition (fame) .............................................................. 6
2.4 Buying Impulsiveness of Cosmetics ................................................................ 7
2.5 Relationships between the various variants ..................................................... 8
2.5.1 Desire for Social Recognition and Social Media Addiction ................ 8
2.5.2 Desire for Social Recognition and Social Appearance Anxiety .......... 8
2.5.3 Desire for Social Recognition and Buying Impulsiveness of Cosmetics ......................................................................................................... 9
2.5.4 Social Media Addiction and Social Appearance Anxiety .................. 10
2.5.5 Social Appearance Anxiety and Buying Impulsiveness of Cosmetics ......................................................................................................................... 11
2.5.6 Social Media Addiction and Buying Impulsiveness of Cosmetics .... 11
2.5.7 Mediators of Social Media Addiction and Social Appearance Anxiety ......................................................................................................................... 11
Chapter 3: Research Method ......................................................................................... 13
3.1 Research Model ............................................................................................... 13
3.2 Research hypotheses ....................................................................................... 13
3.3 Measurement ................................................................................................... 14
3.3.1 Social Media Addiction ....................................................................... 14
3.3.2 Social Appearance Anxiety .................................................................. 14
3.3.3 Desire for Social Recognition ............................................................. 14
3.3.4 Buying Impulsiveness of Cosmetics ................................................... 15
3.4 Sample and Collection .................................................................................... 18
3.5 Data analysis .................................................................................................... 18
3.5.1 Descriptive statistics ............................................................................ 18
3.5.2 Reliability and Validity Analysis .......................................................... 18
3.5.3 Correlation Analysis .............................................................................. 19
3.5.4 Regression Analysis ............................................................................. 19
Chapter 4: Result and Discussion ................................................................................. 20
4.1 Respondents Profile ........................................................................................ 20
4.2 Reliability and Validity Analysis ..................................................................... 21
4.2.1 Reliability Analysis .............................................................................. 21
4.2.2 Validity Analysis (Factor analysis) ........................................................ 22
4.3 Descriptive Statistics Analysis ....................................................................... 26
4.3.1 Mean and standard deviation ............................................................... 26
4.3.2 Frequency and percentage ................................................................... 30
4.4 Correlation Analysis ........................................................................................ 33
4.5 Regression Analysis ........................................................................................ 35
Chapter 5: Conclusions and Suggestions ..................................................................... 41
5.1 Conclusion ....................................................................................................... 41
5.2 Suggestions for future research ...................................................................... 42
References ...................................................................................................................... 43
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