| 摘要: | 本研究旨在探討消費者過度消費之成因，假設衝動性消費、炫耀性消費和超前性消費對於過度消費具有顯著正向影響，而可持續消費則顯著反向影響過度消費。另外，本研究假設消費主義與物質主義為衝動性消費、炫耀性消費、超前性消費和可持續消費的先導因子。本研究採用匿名式網路問卷調查法，回收網路問卷257份，扣除遺漏值等無效問卷後，得到有效樣本248份，有效樣本率達96%，並以統計軟體SPSS分析樣本。為驗證本研究假設與多因子研究模型是否成立，本研究分別進行簡單迴歸分析與複迴歸分析。簡單迴歸分析結果顯示：消費主義價值觀會正向影響衝動性與炫耀性消費行為；物質主義價值觀會正向影響衝動性、炫耀性與超前性消費行為；而衝動性、炫耀性與超前性消費行為，會正向影響過度消費程度。複迴歸分析結果顯示，在同時考量消費主義與物質主義價值觀時，原先在簡單迴歸分析中正向顯著的消費主義影響衝動性與炫耀性消費行為之關係，轉變成為不顯著關係，但物質主義正向影響衝動性與炫耀性消費行為的關係，仍呈現顯著，顯示物質主義較消費主義更能影響衝動性與炫耀性的消費行為。而原先在簡單迴歸分析中呈現不顯著的物質主義價值觀對可持續消費行為之關係，在同時考量消費主義與物質主義的複迴歸分析中，則呈現顯著的負向關係；在簡單迴歸分析中炫耀性消費行為正向顯著影響過度消費程度，在複迴歸分析中，則呈現不顯著關係。本研究結果，可提供產官學界參考。
This study investigates the cause of overconsumption in consumer behavior under the hypothesis that impulse buying, conspicuous consumption, and premature con-sumption have significant positive impacts on overconsumption, and that sustainable consumption has negative impacts on overconsumption. In addition, this study also assumes that consumerism and materialism are the leading factors of impulsive buying, conspicuous consumption, premature consumption, and sustainable consumption. This study was measured using anonymous online questionnaires survey. 257 question-naires are collected, and 248 effective questionnaires were obtained after missing and invalid excluded, accounting for a 96% effectiveness. SPSS statistical software was deployed. To verify whether this research hypothesis and multi-factor models are valid, simple regression analysis and multiple regression analysis were used in this stud. The results of the simple regression analysis are as follows. Consumerism values have a positive impact on consumer behaviors of impulse buying and conspicuous consump-tion. Materialistic values have a positive impact on consumer behaviors of impulse buying, conspicuous consumption, and premature consumption, whereas behaviors of impulse buying, conspicuous consumption, and premature consumption have a posi-tive impact on overconsumption.
The results of the multiple regression analysis are as follows. When considering the values of consumerism and materialism at the same time, in the simple regression analysis, the positive and significant of consumerism on the relationship between the behavior of impulse buying and conspicuous consumption has turned into an insignif-icant relationship. Materialistic values still have a significant impact on consumer be-haviors of impulse buying and conspicuous consumption. It shows that materialism can influence behavior of impulse buying and conspicuous consumption more than consumerism. Whereas in the simple regression analysis, the relationship between ma-terialism values and sustainable consumption behavior was non-significant. While considering both consumerism and materialism, shows a significant negative in the multiple regression analysis. The behavior of Conspicuous Consumption has a signif-icant positive impact on the degree of overconsumption in the simple regression anal-ysis. In contrast, there was non-significant in multiple regression analysis. The results of this study can serve as references for the industry, government, and academia. |
