臺灣博碩士論文加值系統

強迫性購買行為使精神科醫師、心理治療師與管理學者持續投入超過數十年的研究時間，但尚無定論，以及造成如下的嚴重社會問題：不合理使用信用卡消費、大量負債、個人信用破產、低儲蓄金額、失常的人際關係、疏離的社交活動、購買後無止境失落感、離婚、嗜食傾向、自殺、憂鬱症與購買後會有較多的退貨量等特徵 (Faber & O’ Guinn, 1992；Lejoyeux, Ades, Tassain, & Solomon, 1996；Hassay & Smith, 1996)。
本研究以信用卡使用族群為樣本，研究目的有三，一為探討物質主義傾向、人格因素 (自尊心以及購買行為與社會地位聯想) 與人口統計變數 (年齡、性別、婚姻狀況與所得) 對強迫性購買的影響。二為探討物質主義傾向在人格因素與人口統計變數對強迫性購買行為的中介效果。最後為重新推估衡量強迫性購買傾向的迴歸係數與判定消費者是否為強迫性購買的臨界點，以期符合臺灣的消費文化。
本研究結論指出，越高程度的物質主義傾向與購買行為與社會地位聯想以及越低的自尊心越容易導致強迫性購買的發生；以物質主義傾向為中介變數下，有兩條顯著的間接路徑，分別為「購買行為與社會地位聯想→物質主義傾向→強迫性購買」與「年齡→物質主義傾向→強迫性購買」；物質主義傾向的「物質是成功」與「物質是虛榮」會正向顯著增加強迫性購買行為發生，而「物質是擁有」會負向顯著降低強迫性購買行為發生；判定一人是否為強迫性購買者之臨界點為大於 0.52，且預測準確率高達為 95%；在人口統計變數上，性別在強迫性購買與物質主義傾向沒有顯著的差異、年齡越低的消費者，有越高的強迫性購買與物質主義傾向，且20 歲以下的強迫性購買與物質主義傾向最強，離婚的家庭成員其強迫性購買傾向顯著高於完整的結婚家庭成員、所得越低，有越高的強迫性購買傾向。

The aims of this study are to realize the influence of 1) materialism, psychological (self-esteem and the association buying behavior with social status) and demographical variable (age, gender, marriage, and income) on compulsive buying, 2) of psychological and demographical variable on materialism, 3) whether materialism plays a mediator role
between psychological and demographical variables and compulsive buying, and 4) to re-calculate the critical point and regression coefficient, originally developed by Faber and O’ Guinn in 1992, to avoid the country cultural bias, if possible.
Conclusions are, 1) strong materialism and the association buying behavior with social status, but low self-esteem can significantly could enhance compulsive buying tendency, 2) existence of two significant indirect paths, one is the association buying behavior with social status
→ materialism →compulsive buying, and the other is age
→materialism →compulsive buying, 3) materialism is success, and vanity perceived are significantly positive with compulsive buying tendency, but acquisition are significantly negative with the compulsive
buying tendency, 4) the new critical point is above 0.52 and the exactly prediction rate is 95%, 5) higher compulsive buying tendency resulted
from low income and age (especially lower than 20s), and divorced family members, and 6) gender is no longer different from both compulsive buying and materialism.
Keyword: Compulsive Buying, Materialism, Self-Esteem, the
Association Buying Behavior with Social Status

目錄 I
表目次 III
圖目次 IV
第一章 緒論 1
第二節 研究背景與動機 1
第三節 研究問題 3
第二章 文獻探討 4
第一節 強迫性購買之定義 4
第二節 強迫性購買與其它購買行為之比較 6
第三節 強迫性購買之衡量 7
第四節 強迫性購買之前置因素研究 9
第三章 研究方法 15
第一節 研究架構與假說 15
第二節 研究對象 17
第三節 研究工具及實施 17
第四節 資料分析方法 21
第五節 問卷發放 23
第四章 研究結果 24
第一節 樣本特性分析 24
第二節 量表信度與效度分析 26
第三節 物質主義傾向量表之因素分析 29
第四節 強迫性購買之羅吉斯迴歸分析 31
第五節 假設驗證與路徑圖繪製 33
第五章 結論與建議 38
第一節 研究結論 38
第二節 本研究與 Faber and O’ Guinn (1992) 研究之比較 41
第三節 本研究結果可應用的層面 42
第四節 研究限制 45
第五節 後續研究建議 45
參考文獻 46
附錄
附錄一 研究問卷 54
附錄二 不同年齡層在強迫性購買與物質主義的事後檢定 56
表 目 次
表2-1 ：強迫性購買的定義 5
表2-2 ：過度消費類型 7
表2-3 ：DSCB 量表使用情形 9
表3-3-1：強迫性購買題項 18
表3-3-2：物質主義傾向題項 19
表3-3-3：自尊題項 20
表3-3-4：購買行為與社會地位聯想題項 20
表 4-1-1：強迫性購買者與正常消費者之平均數差異檢定 24
表 4-1-2：受訪者基本資料表 25
表 4-2 ：研究變數的 CRONBACH Α 值 29
表 4-3 ：物質主義因素負荷表 31
表4-4-1：強迫性購買的羅吉斯迴歸分析 33
表 4-4-2：模型的正確預測 35
表4-4-3：強迫性購買者與正常消費者之平均數差異檢定 35
表 4-5-1：本研究的 AMOS 分析結果 36
表 4-5-2：物質主義、自尊心、購買行為與社會地位聯想與強迫性購買的路徑分析買的路徑分析 37
表 4-5-3：SEM 整體模式適配度的評鑑指標及其標準 38
表 4-5-4：物質主義的五個構面對強迫性購買之影響 40
表 5-1 ：本研究與 FABER AND O’ GUINN 之比較 44
圖 目 錄
圖 3-1 ：研究架構 16
圖 4-2-1：強迫性購買驗證性因素分析結果 29
圖 4-2-1：強迫性購買驗證性因素分析結果 29
圖 4-2-2：物質主義傾向驗證性因素分析結果 29
圖 4-5 ：路徑圖 38

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三、 網路部份
1. 陳志剛 (2007)。《強迫購買症》扛卡債兼7差 還是買買買。 http://udn.com/NEWS/NATIONAL/NAT5/4081338.shtml
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