我的愛情，由我守護：單身女性的伴侶守衛動機對奢侈品購買衝動之影響

文化大學機構典藏 CCUR > 商學院 > 行銷碩士學位學程 > 博碩士論文 > Item 987654321/44192

jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/44192

题名:	我的愛情，由我守護：單身女性的伴侶守衛動機對奢侈品購買衝動之影響 My Love, Protect Myself! The Impact of Single Women's Mate-Guarding Motive on Urge to Buy Luxury Products
作者:	郭庭妤 (KUO,TING-YU)
贡献者:	行銷碩士學位學程碩士班
关键词:	奢侈品伴侶守衛動機小氣鬼奢侈鬼心理模擬購買衝動 luxury products mate-guarding motive tightwads spendthrifts mental simulation urge to buy
日期:	2018
上传时间:	2019-05-17 12:25:55 (UTC+8)
摘要:	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.
显示于类别:	[行銷碩士學位學程] 博碩士論文

文件中的档案:

档案	描述	大小	格式	浏览次数
index.html		0Kb	HTML	321	检视/开启

检视Licence

在CCUR中所有的数据项都受到原著作权保护.

数据加载中.....