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系統識別號 U0026-1307202016481000
論文名稱(中文) 綠色消費?顯眼性消費?探討消費者人格對環保產品購買意願的影響
論文名稱(英文) Green buying or conspicuous consumption? Investigating the association between consumer personality and intention of green purchase
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 108
學期 2
出版年 109
研究生(中文) 劉宇晏
研究生(英文) Serena Liou
學號 R66061093
學位類別 碩士
語文別 英文
論文頁數 57頁
口試委員 口試委員-曾瓊慧
口試委員-張紹基
指導教授-郭亞慧
中文關鍵字 人格特質  環保產品  產品顯眼度  物質主義  自戀  虛榮 
英文關鍵字 Personality  Eco-friendly products  Product conspicuousness  Materialism  Narcissism  Vanity 
學科別分類
中文摘要 本論文旨在了解消費者的人格特質與其對環保產品購買意願之間的關係。這項研究中選用了四個人格特質(自戀、物質主義、從眾性和虛榮),這些特質在過去與奢侈品購買意願有關的研究中皆被證實有正相關關係。此外,本論文也探討了產品的顯眼度是否影響人格特質與環保產品購買意願之間的關係,而扮演調節變數的角色。
本研究假設經由問卷法進行驗證,在Mturk網站上收集了300名受試者的回覆,並且依產品顯眼度將問卷分為高低兩組。研究結果顯示,自戀和虛榮的消費者與購買環保產品具有正面的關係。並且,該關係會因為產品的顯眼度而被強化。但是,物質主義和從眾性在與環保產品的購買意願之間的關係上並沒有達到統計上的顯著。而且,它們的關係不受產品顯眼度的高低程度影響,本研究也針對研究結果為綠色企業提供未來方向的應用建議
英文摘要 This study aims to understand the relationship between a consumer’s personality traits and their purchase intention of eco-friendly products. This study used four personality traits (narcissism, materialism, conformity and vanity) which had been found to positively associate with luxury product purchasing; and investigated how product conspicuousness changes the influences of the four personality traits on intentions to purchase eco-friendly products.
The set of hypotheses was tested by using an online survey on 300 subjects on Mturk. Two forms of survey address high versus low degrees of product conspicuousness as a boundary condition for the focal research model. Results showed that narcissist and vain consumers have positive relationships with eco-friendly product purchasing. Also, the relationships were enhanced by the degree of product conspicuousness. However, materialism and conformity are not significant factors associated with the extent of purchase intention on eco-friendly products. Their associations were not moderated by the degree of product conspicuousness either. This study also provides practical suggestions for green companies in their future strategies.
論文目次 Contents
摘要 I
ABSTRACT II
CONTENTS III
LIST OF FIGURES V
CHAPTER 1 INTRODUCTION 1
1.1 BACKGROUND 1
1.2 RESEARCH QUESTION AND OBJECTIVES 2
1.3 RESEARCH IMPORTANCE 3
CHAPTER 2 LITERATURE REVIEW 5
2.1 PERSONALITY 5
2.2 PRODUCT CONSPICIOUSNESS 6
2.3 PURCHASE INTENTION 7
2.4 PERSONALITY AND PRODUCTS’ CONSPICUOUSS 7
2.4.1 Narcissism 8
2.4.2 Materialism 10
2.4.3 Conformity 12
2.4.4 Vanity 13
2.5 RESEARCH MODEL 15
CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY 17
3.1 RESEARCH DESIGN 17
3.1.1 The First Pre-test 18
3.1.2 The Second Pre-test 19
3.2 MEASUREMENT 21
3.2.1 Narcissism 21
3.2.2 Materialism 22
3.2.3 Conformity 23
3.2.4 Vanity 25
3.2.5 Product’s conspicuousness 27
3.2.6 Purchase intention on eco-friendly product 27
3.2.7 Control variables 28
3.3 CHOICE OF STATISTICAL TESTS 28
3.3.1 T-test 29
3.3.2 Multiple Linear Regression 29
CHAPTER 4 RESEARCH RESULTS 30
4.1 DESCRIPTIVE ANALYSIS 30
4.2 MULTICOLLINEARITY TEST 31
4.4 RESIDUAL TEST 32
4.4.1 Normality 33
4.4.2 Independency 33
4.4.3 Heteroscedasticity test 33
4.5 RELIABILITY 34
4.6 HYPOTHESIS TESTING 35
4.6.1 Personality traits on eco-friendly product purchasing 36
4.6.2 The influence of product conspicuousness 37
CHAPTER 5 CONCLUSION AND DISCUSSION 40
5.1 DISCUSSION 40
5.1.1 Personality traits on eco-friendly product’s purchasing 40
5.1.2 Product Conspicuousness 42
5.2 MANAGERIAL IMPLICATION 44
5.3 THEORETICAL AND MANAGERIAL CONTRIBUTIONS 45
5.4 LIMITATION AND FUTURE RESEARCH RECOMMENDATIONS 46
REFERENCE 48

LIST OF TABLES
TABLE 3.1 RESULT OF THE FIRST PRE-TEST 18
TABLE 3-2 RELIABILITY ANALYSES 20
TABLE 3.3 NARCISSISM SCALE 22
TABLE 3.4 MATERIALISM SCALE 23
TABLE 3.5 CONFORMITY SCALE 24
TABLE 3.6 VANITY SCALE 25
TABLE 3.7 PRODUCT CONSPICUOUSNESS SCALE 27
TABLE 3.8 PURCHASE INTENTION SCALE 27
TABLE 3.9 CONTROL VARIABLE SCALE 28
TABLE 4-1 DESCRIPTIVE ANALYSIS 31
TABLE 4-2 MEAN, STANDARD DEVIATION AND CORRELATIONS 32
TABLE 4-3 RELIABILITY ANALYSES 34
TABLE 4-4 RESULT OF REGRESSION ANALYSIS 35
TABLE 4-5 SUMMARY OF STUDY RESULTS 38

List of Figures
FIG 2.1 RESEARCH MODEL 16
FIG 4-1 RESIDUAL PLOTS 34
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