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題名 人格特質與女性化妝品消費動機關聯之研究
Research of the relationship between female consumers’ personality and their cosmetic consumption motivation作者 林洋
Lin, Yang貢獻者 郭貞
林洋
Lin,Yang關鍵詞 化妝品
自我監控
自尊
自戀
消費動機
Cosmetic
Self-monitoring
Self-esteem
Narcissism
Motivation日期 2017 上傳時間 28-Aug-2017 12:06:18 (UTC+8) 摘要 進入以符號消費為重要特徵的消費社會時代後,和其他許多消費品一樣,人們在消費化妝品的過程中既在意它的實用功能,也把它視為一種具有感性的、文化價值意義的符號。在這種情境下,消費者的個人特質對其化妝品消費行為的影響就值得更多的討論。本研究以20至35歲、有使用化妝品習慣的女性為研究對象,探討消費者的三種人格特質:「自我監控」、「自尊」和「自戀」,與其化妝品的兩種主要消費動機:「實用性動機」和「符碼性動機」之間的聯繫。考慮到消費者可能會對不同類型的產品有不同的消費動機,本研究將化妝品分為保養品和彩妝品兩個類型,並探討消費者的人格特質對其化妝品消費動機的影響,是否會因為化妝品類型的不同(保養品和彩妝品)而存在差異。在實驗方法上,本研究採立意抽樣的方式,以網路問卷的形式調查,共得到342份有效問卷。經SPSS數據分析,本研究發現:消費者實用性動機和符碼性動機,在保養品和彩妝品兩種化妝類型上存在顯著差異;在購買化妝品(包括保養品和彩妝品)時,消費者的自我監控水平對其實用性動機沒有影響,但對其符碼性動機有正向影響;在購買化妝品(包括保養品和彩妝品)時,消費者的自戀水平對其實用性動機沒有影響,但對其符碼性動機有正向影響;不管是在購買保養品或是彩妝品時,消費者的自尊水平對其符碼性動機沒有影響,但在購買彩妝品時,自尊水平對實用性動機有正向影響。
With the development of science and technology, we are in the consumer society, which is characterized by symbol consumption. Like many other consumer goods, customers considerate cosmetics not only just as commodites with practical functions, but also as symbols with emotional and cultural meaning. Due to this, the impact of customers’ personal characteristics on their consumer behavior deserves more discussion. Therefore, how do customers’ personal characteristics affect their consumer behaviors deserves more focus and discussions.This study chose the female cosmetic customers who aged between 20-35 years old as the samples, to explore relations between customers’ cosmetic consumption motivations (including Practical Motivation and Symbolic Motivation) and customers’ personality traits (including self-monitoring, self-esteem and narcissism). Moreover, in this study, the cosmetics products were divided into two types: Skin-care product and Make-up product, to discuss whether the effects what personality traits worked on the consumption motives will vary from types of cosmetic product.The survey tested respondents for their customers’ personality traits and inquired their cosmetic consumption motivations by online questionnaires. Three hundred and forty-two questionnaires were returned. After statistical analysis, we found that customers’ motivations were significantly different between the two types of cosmetics, Make-up and Skin-care. Then, for both types of cosmetic product, consumers’ self-monitoring degree and narcissistic degree cannot affect their practical motivations. However, customers’ self-monitoring degree and narcissistic degree have positive impacts on their symbolic motivations respectively. Finally, symbolic motivations cannot be influenced by customers’ self-esteem level. However, for the Make-up products, it is noteworthy that consumers` self-esteem level affect symbolic motivations positively, while the same impact cannot be found in the Skin-care products.參考文獻 光井武夫著 陳韋達譯(2000)。新化妝品學,台北:合記圖書出版社李宜安(2011)。自我構念,自我監控及思考模式對自我表達產品之購買意願。未出版碩士論文,國立政治大學,國際經營與貿易研究所,台北市。邱采菱(2014)。廣告與自我一致性對廣告態度之影響:自尊之調節效果。未出版碩士論文,屏東科技大學,企業管理系所,屏東縣。林世鳳(2006)。探討女性消費者化妝品購買行為,以台南市女性消費者為例。未出版碩士論文,國立成功大學,企業管理學系,台南市。林建煌(2002)。消費者行為。台北:智勝文化事業有限公司星也克美著 黃恆正譯(1988)。符號社會的消費。遠流星也克美編 彭德中譯(1992)。新消費文化剖析。遠流洪素梅(1997)。消費社會的壟斷機制。未出版碩士論文,國立政治大學,社會學系,台北市。洪偉章、李金枝、陳榮秀(2002)。化妝品原料及功能。台北:藝軒。洪瑞璘譯(1999)。納森尼爾‧布雷登著。工作自尊心—開創事業版圖新秘訣。台北:時報文化。宮瑞雲(1991)。女性化妝品消費者購買動機之研究——以台北市女性市民為例。未出版碩士論文,國立交通大學,管理科學系所,新竹市。陳姿伶(2005)。自我監控、廣告訴求與媒體類型對廣告效果之影響─以男性保養品為例。未出版碩士論文,國立交通大學,傳播研究所,新竹市。陳淑貞(1996)。商標符碼與消費行為之實證研究。未出版碩士論文,國立政治大學,國際貿易學系,台北市。張春興(1989).張氏心理學辭典。台北,東華書局莊心宜(2015)。消費者情緒勒索知覺與購買意願關連之研究—以自尊為干擾變數探討。未出版碩士論文,台北大學,企業管理學系,台北市。黃鈺淵(2002)。台北市女性化妝品消費行為之研究。未出版碩士論文,中國文化大學,生活應用科學系,台北市。曾冠雄(2008)。廣告代言人與廣告訴求方式對廣告效果影響之比較─自我監控的干擾效果。企業管理學報, 76 (3), 87-128 。童曉君(1999)。廣告訴求、廣告代言人、自我監控、消費者與廣告代言人人格一致性程度。未出版碩士論文,元智大學,管理研究所,桃園縣。鄭百雅(2007)。再探當代社會自戀意涵──從美妝部落格談起。未出版碩士論文。國立中正大學,電訊傳播研究所,嘉義縣。蔡青青、劉雪娥 (1996)。自尊的概念。護理雜誌,43(1),90–94。蔡幼青(2003)。女性彩妝品品牌忠誠度之研究。未出版碩士論文,淡江大學,管理科學學系,新北市。蔡美瑛(1992)。青少年傳播行為、自我認同與其消費行為關聯性之研究--自我表達消費動機與衝動性購物之探究。未出版碩士論文,國立政治大學,新聞研究所,台北市。謝沛蓁(2007)。從產品屬性及購買動機探討高中職女生購買化妝品之研究。未出版碩士論文,輔仁大學,織品服裝學系,台北市。謝雨儒(2013)。國中學生自戀特質與臉書使用之研究。未出版碩士論文。大葉大學,教育專業發展研究所,彰化縣。Aaker, J. 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國立政治大學
傳播學院傳播碩士學位學程
104464080資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104464080 資料類型 thesis dc.contributor.advisor 郭貞 zh_TW dc.contributor.author (Authors) 林洋 zh_TW dc.contributor.author (Authors) Lin,Yang en_US dc.creator (作者) 林洋 zh_TW dc.creator (作者) Lin, Yang en_US dc.date (日期) 2017 en_US dc.date.accessioned 28-Aug-2017 12:06:18 (UTC+8) - dc.date.available 28-Aug-2017 12:06:18 (UTC+8) - dc.date.issued (上傳時間) 28-Aug-2017 12:06:18 (UTC+8) - dc.identifier (Other Identifiers) G0104464080 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/112270 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 104464080 zh_TW dc.description.abstract (摘要) 進入以符號消費為重要特徵的消費社會時代後,和其他許多消費品一樣,人們在消費化妝品的過程中既在意它的實用功能,也把它視為一種具有感性的、文化價值意義的符號。在這種情境下,消費者的個人特質對其化妝品消費行為的影響就值得更多的討論。本研究以20至35歲、有使用化妝品習慣的女性為研究對象,探討消費者的三種人格特質:「自我監控」、「自尊」和「自戀」,與其化妝品的兩種主要消費動機:「實用性動機」和「符碼性動機」之間的聯繫。考慮到消費者可能會對不同類型的產品有不同的消費動機,本研究將化妝品分為保養品和彩妝品兩個類型,並探討消費者的人格特質對其化妝品消費動機的影響,是否會因為化妝品類型的不同(保養品和彩妝品)而存在差異。在實驗方法上,本研究採立意抽樣的方式,以網路問卷的形式調查,共得到342份有效問卷。經SPSS數據分析,本研究發現:消費者實用性動機和符碼性動機,在保養品和彩妝品兩種化妝類型上存在顯著差異;在購買化妝品(包括保養品和彩妝品)時,消費者的自我監控水平對其實用性動機沒有影響,但對其符碼性動機有正向影響;在購買化妝品(包括保養品和彩妝品)時,消費者的自戀水平對其實用性動機沒有影響,但對其符碼性動機有正向影響;不管是在購買保養品或是彩妝品時,消費者的自尊水平對其符碼性動機沒有影響,但在購買彩妝品時,自尊水平對實用性動機有正向影響。 zh_TW dc.description.abstract (摘要) With the development of science and technology, we are in the consumer society, which is characterized by symbol consumption. Like many other consumer goods, customers considerate cosmetics not only just as commodites with practical functions, but also as symbols with emotional and cultural meaning. Due to this, the impact of customers’ personal characteristics on their consumer behavior deserves more discussion. Therefore, how do customers’ personal characteristics affect their consumer behaviors deserves more focus and discussions.This study chose the female cosmetic customers who aged between 20-35 years old as the samples, to explore relations between customers’ cosmetic consumption motivations (including Practical Motivation and Symbolic Motivation) and customers’ personality traits (including self-monitoring, self-esteem and narcissism). Moreover, in this study, the cosmetics products were divided into two types: Skin-care product and Make-up product, to discuss whether the effects what personality traits worked on the consumption motives will vary from types of cosmetic product.The survey tested respondents for their customers’ personality traits and inquired their cosmetic consumption motivations by online questionnaires. Three hundred and forty-two questionnaires were returned. After statistical analysis, we found that customers’ motivations were significantly different between the two types of cosmetics, Make-up and Skin-care. Then, for both types of cosmetic product, consumers’ self-monitoring degree and narcissistic degree cannot affect their practical motivations. However, customers’ self-monitoring degree and narcissistic degree have positive impacts on their symbolic motivations respectively. Finally, symbolic motivations cannot be influenced by customers’ self-esteem level. However, for the Make-up products, it is noteworthy that consumers` self-esteem level affect symbolic motivations positively, while the same impact cannot be found in the Skin-care products. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與問題 4第三節 研究範圍與對象 5第四節 研究流程 6第二章 文獻探討 7第一節 化妝品 7第二節 消費動機 10第三節 人格特質 20第四節 人格特質與化妝品消費動機 30第三章 研究方法 33第一節 研究架構與假設 33第二節 研究變數 35第三節 問卷設計與資料收集 37第四節 資料分析與統計方法 40第四章統計分析與結果 42第一節 樣本結構 42第二節 因素分析 45第三節 信度檢驗 51第四節 消費動機之描述分析 55第五節 相關分析與回歸分析 58第五節 結果彙整與討論 69第五章 結論與建議 73第一節 研究結論 73第二節 研究貢獻 76第三節 研究限制與未來研究的建議 77參考文獻 79中文文獻 79英文文獻 81附錄一:正式問卷 85附錄二:化妝品消費動機各題項前測信度檢驗 94附錄三:化妝品之消費動機描述分析表 97 zh_TW dc.format.extent 1237967 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104464080 en_US dc.subject (關鍵詞) 化妝品 zh_TW dc.subject (關鍵詞) 自我監控 zh_TW dc.subject (關鍵詞) 自尊 zh_TW dc.subject (關鍵詞) 自戀 zh_TW dc.subject (關鍵詞) 消費動機 zh_TW dc.subject (關鍵詞) Cosmetic en_US dc.subject (關鍵詞) Self-monitoring en_US dc.subject (關鍵詞) Self-esteem en_US dc.subject (關鍵詞) Narcissism en_US dc.subject (關鍵詞) Motivation en_US dc.title (題名) 人格特質與女性化妝品消費動機關聯之研究 zh_TW dc.title (題名) Research of the relationship between female consumers’ personality and their cosmetic consumption motivation en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 光井武夫著 陳韋達譯(2000)。新化妝品學,台北:合記圖書出版社李宜安(2011)。自我構念,自我監控及思考模式對自我表達產品之購買意願。未出版碩士論文,國立政治大學,國際經營與貿易研究所,台北市。邱采菱(2014)。廣告與自我一致性對廣告態度之影響:自尊之調節效果。未出版碩士論文,屏東科技大學,企業管理系所,屏東縣。林世鳳(2006)。探討女性消費者化妝品購買行為,以台南市女性消費者為例。未出版碩士論文,國立成功大學,企業管理學系,台南市。林建煌(2002)。消費者行為。台北:智勝文化事業有限公司星也克美著 黃恆正譯(1988)。符號社會的消費。遠流星也克美編 彭德中譯(1992)。新消費文化剖析。遠流洪素梅(1997)。消費社會的壟斷機制。未出版碩士論文,國立政治大學,社會學系,台北市。洪偉章、李金枝、陳榮秀(2002)。化妝品原料及功能。台北:藝軒。洪瑞璘譯(1999)。納森尼爾‧布雷登著。工作自尊心—開創事業版圖新秘訣。台北:時報文化。宮瑞雲(1991)。女性化妝品消費者購買動機之研究——以台北市女性市民為例。未出版碩士論文,國立交通大學,管理科學系所,新竹市。陳姿伶(2005)。自我監控、廣告訴求與媒體類型對廣告效果之影響─以男性保養品為例。未出版碩士論文,國立交通大學,傳播研究所,新竹市。陳淑貞(1996)。商標符碼與消費行為之實證研究。未出版碩士論文,國立政治大學,國際貿易學系,台北市。張春興(1989).張氏心理學辭典。台北,東華書局莊心宜(2015)。消費者情緒勒索知覺與購買意願關連之研究—以自尊為干擾變數探討。未出版碩士論文,台北大學,企業管理學系,台北市。黃鈺淵(2002)。台北市女性化妝品消費行為之研究。未出版碩士論文,中國文化大學,生活應用科學系,台北市。曾冠雄(2008)。廣告代言人與廣告訴求方式對廣告效果影響之比較─自我監控的干擾效果。企業管理學報, 76 (3), 87-128 。童曉君(1999)。廣告訴求、廣告代言人、自我監控、消費者與廣告代言人人格一致性程度。未出版碩士論文,元智大學,管理研究所,桃園縣。鄭百雅(2007)。再探當代社會自戀意涵──從美妝部落格談起。未出版碩士論文。國立中正大學,電訊傳播研究所,嘉義縣。蔡青青、劉雪娥 (1996)。自尊的概念。護理雜誌,43(1),90–94。蔡幼青(2003)。女性彩妝品品牌忠誠度之研究。未出版碩士論文,淡江大學,管理科學學系,新北市。蔡美瑛(1992)。青少年傳播行為、自我認同與其消費行為關聯性之研究--自我表達消費動機與衝動性購物之探究。未出版碩士論文,國立政治大學,新聞研究所,台北市。謝沛蓁(2007)。從產品屬性及購買動機探討高中職女生購買化妝品之研究。未出版碩士論文,輔仁大學,織品服裝學系,台北市。謝雨儒(2013)。國中學生自戀特質與臉書使用之研究。未出版碩士論文。大葉大學,教育專業發展研究所,彰化縣。Aaker, J. 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