綜觀現今社會，大部分的單身女性為寵愛自己或追逐流行， 會藉由擁有奢侈品以展現自我。具體而言，她們為展現單身的自 我價值，以提高對他人的吸引力及使對方留下好印象，而有較高 的治裝費，抑或購入各類美妝產品與時尚配件。本研究之目的為 探討伴侶守衛動機、消費者類型(即小氣鬼 vs. 奢侈鬼)及心理模 擬(即程序導向 vs. 結果導向)所產生之調節適配(regulatory fit)對 奢侈品購買衝動之影響。本研究共進行二個實驗且均以直播影片 內容之情境為模擬題材，以操弄伴侶守衛動機及心理模擬。二個 實驗共招募 300 位受試者。實驗 1 證實相較於沒有被激發起伴 侶守衛動機的單身女性，被激發起伴侶守衛動機的單身女性對奢 侈品會產生顯著較強的購買衝動。實驗 2 則證實小氣鬼的受試 者於接受到程序導向之直播影片內容時，其所產生之調節適配會 顯著與正向地影響其對奢侈品之購買衝動。對照之下，奢侈鬼的 受試者接收到結果導向之直播影片內容時，其所產生之調節適配 並無顯著較強的購買衝動。最後，根據本研究之結果發現，實務 建議、研究限制與未來研究方向亦被呈現於本研究中。
Nowadays,most of single women show their self-worth or enjoy great popularity through purchasing luxury products for themselves.Specifically,they show their self-worth by paying a higher clothing allowance for themselves or purchasing fashion cosmetics and accessories to improve their attractiveness to others and look forward to giving a good impression.The purposes of this study attempt to explore the impacts of mate-guarding motive,consumer types (i.e. tightwads vs. spendthrifts),and mental simulation on urge to buy luxury products.Two experiments are conducted in this study.The both experiments use the live video streaming as a material for manipulating mate-guarding motives and mental simulation.A total of 300 participants are recruited in the two experiments.Experiment 1 shows that when the mate-guarding motive of single women is evoked,they will generate higher urge to buy luxury products compared to those who have not evoked mate-guarding motive.Experiment 2 shows that when the tightwads’participants faced the process-focused live video streaming context (i.e. the generation of regulatory fit),the regulatory fit effect will have a significant and positive impact on urge to buy for luxury products. However,when spendthrifts’participants faced outcome-focused live video streaming context,the regulatory fit effect will not generate higher urge to buy luxury products.Finally, according to these findings, practical
suggestions,research limitation, and directions for future research are also showed in this study.
