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題名 | 臺灣區大專學生虛榮特性、物質主義及價格知覺關係之研究=The Study of Relationship among Trait of Vanity, Materialism and Price Perception among College Students on Taiwan |
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作者 | 張威龍; | 書刊名 | 管理學報 |
卷期 | 21:5 2004.10[民93.10] |
頁次 | 頁629-651 |
分類號 | 496.34 |
關鍵詞 | 虛榮特性; 物質主義; 價格知覺; 價格聲望敏感性; 價格品質基模; Vanity trait; Price perception; Materialism; Prestige sensitivity of price perception; Price quality schema; Value consciousness; |
語文 | 中文(Chinese) |
中文摘要 | 環境的變遷,導致價值觀的改變,追求虛榮心的滿足已尉為大專學生的特性,他們以物質累積的多寡來判斷個人的成功,熱衷於物質的追求且以物質的獲取作為生活滿意的指標。以致人人相互比較服飾、汽車及洋房,常以高價格代表品質,以高品質來顯示外表或成就等。雖然,過去研究顯示,虛榮特性與物質主義有正相關,虛榮特性也與價格知覺有關,但台灣是否也是如此?因而本研究以573位大專學生為對象,採問卷方式收集資料,以Lisrel線性結構模式進行虛榮特性與物質主義及價格知覺關係之假設驗證。結果發現,具外表觀感的虛榮特性,較易具物質主義的財物成功與獲取重心特性,成就觀感者則較易發展成財務成功特性。外表觀感較易具價格聲望敏感特性,但若同時具財物成功者就較易發展成低價格聲望敏感、價格意識與價值意識及高價格品質基模。成就觀感者可直接發展成高價格聲望敏感、價格意識與價值意識及價格品質基模。但同時具獲取重心者也可能發展成高價格聲望敏感、價格意識與價值意識及低價格品質基模。物質主義可視為虛榮特性與價格知覺特性的中介因素,本研究結論可提供學術上、研究方法上及實務應用上之參考。 |
英文摘要 | The environmental changes have resulted in the changes of peoples’ perception of value. More and more youngsters pursue vanity content and tend to measure individual’s success by the amount of wealth accumulation. Material acquisition is an indicator of their life satisfaction. They compare with others in the aspects of apparel, cars and houses and usually view high price as high quality which in their mind reflects better appearance and achievement. Previous studies reveal vanity trait positively correlates with materialism and also relates to price perception. However, is it also applicable to Taiwan college students? This study focuses on Taiwan College students to explore the relationship among vanity trait, materialism and price perception. The sample of 573 college students was executed using convenience sampling questionnaire investigation. Following the cross-cultures reliability and validity test, LISREL was used to verify the hypotheses of the relationships among vanity trait, materialism and price perception. The outcome is: The college students with physical view have greater tendency to have the traits of acquisition centrality and possession-defined success of materialism. However, those with achievement view have greater tendency to have possession-defined success trait of materialism only. Physical view may transform to low prestige sensitivity of price perception but not to price-quality schema, value consciousness, nor price consciousness. Physical view combined with possession-defined success trait of materialism may develop low prestige sensitivity of price perception, high price-quality schema, and low price consciousness. The finding indicates possession-defined success trait is an intermediate between physical view and price consciousness. The college students with achievement view of vanity trait have greater possibility to transform to price perception traits including high prestige sensitivity of price perception, price-quality schema, value consciousness, and price consciousness. But if transform to acquisition centrality of materialism, it is more possible to equip the price perception traits such as high prestige sensitivity of price perception, low price-quality schema, high value consciousness, and high price consciousness. Those who have achievement view combined with acquisition centrality have greater tendency to convert to high prestige sensitivity of price perception, high price-quality schema, high value perception, and high price perception than convert to high prestige sensitivity of price perception, price-quality schema, value consciousness, and price consciousness. That means acquisition centrality could be an intermediate between achievement view and price perception. The materialism can be viewed as an intermediate between vanity trait and price perception. This is one of the great findings of this study. For academia, the conclusion made from convenience sampling questionnaires reveals the cross-culture reliability and validity test on vanity trait, materialism, and price consciousness of this study provides a reference of adaptability verification when researchers adopt the questionnaires of others or previous researches or developed by themselves. For example, previous research mentioned the measure of materialism questionnaire could be separate as three dimensions traits and questions of each construct have reverse items. However, the result of this study reveals only two constructs of possession-defined success and acquisition centrality, and the questions of the third factor are reverse questions. This reveals that when refer the papers of others’ or from overseas, it is necessary to measure the reliability and validity to eliminate the impacts from cross-culture differences. Previous researches have mentioned a lot of vanity trait and materialism but not price consciousness, neither further discussed the relationships among vanity trait, appearance view and achievement view, materialism (including possession-defined success and acquisition centrality) and price perception (including prestige sensitivity of price perception, value consciousness, price-quality schema, price consciousness). The Lisrel model adopted by this study can help to build a relationship model of vanity trait, materialism, and price consciousness to understand their interactions and finds materialism could be an intermediate of vanity trait and price consciousness. This would contribute more theoretical and practical knowledge. In practice, the finding provides valuable reference of market segmentation, product positioning, media choice, and advertisement for marketing people who are in the related businesses which emphasis appearance vanity trait, such as garment, body build, cosmetics…etc. and also for whom in the related businesses which emphasis achievement vanity trait, such as leisure club, branded apparel, …etc. This research helps companies in product development, market development, and multi-dimension development. For example, there are different demographic characteristics among the vanity trait (including appearance view and achievement view), the materialism (including acquisition centrality, possession-defined success), and the price perception (including prestige sensitivity of price perception, value consciousness, price-quality schema, and price consciousness). Marketing people should segmentalize market accordingly to these different characteristics. For prestige sensitivity of price perception consumers, companies should produce the product which makes customers feel high social status when they possess. For value consciousness consumers, companies should position their products as high quality with high price and high value. Especially for price-quality schema consumers, companies should have different quality strategies to meet the strong quality requirement from customers. For price consciousness consumers, the pricing would be a major marketing strategy. This study also provides valuable reference for sociologists, consumer educators, or family when they are executing consumer education which can be tailored according to different traits of consumers. For example, college students purchase expensive medicine, cosmetics for body build or plastic surgery. However, these behaviors may cause social problems due to students’ limited financial resource. To avoid such misbehavior of consumption and social problems, right consumption information or styles should be provided. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。