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題名 新冠肺炎疫情影響補償性消費行為之研究
A Study On How Coronavirus Has Influenced Consumer Compensatory Consumption Behavior作者 蔡岫靜
Tsai, Hsiu-Ching貢獻者 張愛華
Chang, Ai-Hwa
蔡岫靜
Tsai, Hsiu-Ching關鍵詞 新冠肺炎
消費者行為
補償性消費行為
購物療法
情緒
Coronavirus
Buying behavior
Compensatory consumption
Retail therapy
Emotion日期 2021 上傳時間 10-Feb-2022 13:23:32 (UTC+8) 摘要 自從 2019 年底中國武漢地區爆發新冠肺炎(Coronavirus Disease-2019)之 後，世界各地開始進入疫情防備，疫情所導致的不確定性也圍繞在大眾生活中並 持續至今，此情緒很明顯的反應在特定的消費行為上，例如:搶購防疫物資、囤 購生活用品，或是在疫情趨緩後產生的報復性消費等，皆是在疫情期間經常出現 並討論的議題。而台灣在 2021 年 5 月也面臨疫情最終攻破防線確診人數每日激 增的情形，台灣民眾瞬間陷入恐慌，在疫情持續的蔓延下此消費行為的劇烈波動 更增加社會上的不安定。因此本研究欲探討新冠肺炎期間，消費者因情緒產生的 消費行為變化，並鎖定在台灣民眾在「補償性消費」行為上，探究為何有這樣的 行為產生，同時也更深入探討補償性消費行為的種類與強度，利用量化問卷調查 台灣民眾在疫情威脅下的消費心理改變與動機。本研究總共收集了 409 份有效問 卷，結果顯示大眾確實因為新冠肺炎的影響而產生補償性消費行為，且若個體因 為新冠肺炎所產生的負向情緒越嚴重時，產生的補償性消費行為則會更加明顯。在此研究中嘗試在模型中加入與疫情下的「經濟狀態」、「消費者行為種類」與「情緒調節能力」等三種相關的調節(干擾)變數進行探討，分析後發現雖然疫情下人們的「經濟狀況」受到影響，但並不會有明顯的調節作用，顯示即使經濟受到影響人們仍明顯想要透過消費購物使情緒獲得舒緩。在探討「消費者種類(功利型、享樂型)」是否會對恢復性購物動機的產生有調節作用，發現在疫情下消費者種類不足以影響人們想要消弭負向情緒而引發的恢復性消費動機，即使身為功利型消費者的群體，也會想要透過消費來緩解內心的負向感受。在「情緒調整策略(調整情緒策略與不調整情緒策略)」作為調節變數中，透過分析可以發現，選擇不調整情緒策略的個體在「購物獎勵」的補償性行為中，有顯著的調節作用，顯示在疫情下，選擇不調整情緒策略的個體會越容易產生購物獎勵的行為。反之「衝動購物」和「購物成癮」的購物行為較為強烈穩定，不容易因為情緒調整策略方式不同而有所改變。本研究也利用調查結果探究若未來發生相似棘手的狀況時，民眾、企業以及政府可以如何因應，減緩產生的衝擊。
Since the end of 2019, China has found a new virus, named Coronavirus Disease- 2019; the virus still cannot be controlled by governments in the whole world and has killed plenty of people. This depression also shows in buying behavior all over the world. People tend to have more strong affection on purchasing with the changing of coronavirus status, for example, panic buying on Covid related products and staple goods, also showing compensatory consumption after the epidemic slows down. Because coronavirus is still a serious problem, and can strongly affect consumer behaviors, the research focuses on “compensatory consumption” in Taiwan and why people generate such type of purchase behavior during epidemic, and how we can expect in the near future if the same or related conditions happen again.Results show that if a person faces a more negative outcome during Covid 19, he or she will shows more significant compensatory consumption. In the research we add“economic situation”“consumption behavior”and“mood control strategy” into the model as mediators and moderators, to have a deeper understanding of how people responding differently to the pendamic pressure. The results show that “economic situation” will not affect compensatory consumption; on the other hand, even if people face difficulties during the pandemic, they still want to heal mood by shopping. This research shows that even if people are rational shoppers, they still want to do irrational shopping to release pressure. The analysis of moderating effect of mood control strategy shows that if people choose not to change negative moods during the pandemic, they will have more possibility to show self-gifting behavior to heal bad moods. The research can provide insights to the theoretic investigation of consumer behavior, and can be used as a reference to companies and government on compensatory consumption during similar panic periods.參考文獻 書籍刊物Gloria Guevara & Matthieu de Clercq (2020, September). The future of travel & tourism inthe wake of COVID-19. The World Travel & Tourism Council.https://www.unwto.org/why-tourism王淑俐(2003)。情緒管理—祝你健康快樂。台北:全華。新聞報導(2021, January). 2020: worst year in tourism history with 1 billion fewer internationalarrivals. World Tourism Organization.https://www.unwto.org/news/2020-worst-year-in-tourism-history-with-1-billion-fewer-international-arrivals(2021年，八月)。嚴重特殊傳染性肺炎(Coronavirus)。衛生福利部疾病管制署。https://www.cdc.gov.tw/Disease/SubIndex/N6XvFa1YP9CXYdB0kNSA9A(2020年，六月)。 開啟旅遊新時代:Airbnb 分享後疫情的旅遊新常態。Airbnb。https://news.airbnb.com/zh-tw/travel-recovery-in-taiwan/(2021年，六月)。懷念自由呼吸的日子!疫情讓網友痛苦爆棚的「十大不能」。網 路溫度計。https://dailyview.tw/Daily/2021/06/15(2020年，十二月)。新冠疫年/搶口罩、囤酒精、國家級警報!回顧疫情5大亂 象。ETtoday 新聞雲。https://www.ettoday.net/news/20201227/1885175.htm(2020年，十月)。2021年旅遊趨勢剖析:旅客的焦點將轉向何方。Skyscanner。https://www.skyscanner.com.tw/news/2021-travel-trends-and-focus(2020年，二月)。明明疫情還沒那麼嚴重，為何民眾要瘋搶口罩?她用品牌對話的 3種方式看「口罩之亂」。風傳媒。 https://www.storm.mg/lifestyle/2266774?page=1(2020年，二月)。【關鍵真彭派】「口罩之亂」最棘手的不是假消息，而是民眾在資訊混亂下的「理性」恐慌。The News Lens 關鍵評論。https://www.thenewslens.com/article/131386(2012年，十二月)。嚴重急性呼吸道症候群(SARS)。衛生福利部疾病管制署。https://www.cdc.gov.tw/Disease/SubIndex/j5QtbRPVkmFMg9BwiGezZA Emily(2020年，七月)。 後疫情時代，你將在Instagram中看到的8種旅遊趨勢。 Skyscanner。https://www.skyscanner.com.tw/news/holiday-trends-post-covid程琪(2016年，七月)。台灣觀光熱潮再現，從數字看趨勢!Big data group。https://group.dailyview.tw/article/detail/402賴偉宴(2020年，六月)。搶購、囤貨不只因為恐懼?解密疫情下的五大驚奇現象。 KPMG。https://home.kpmg/tw/zh/home/insights/2020/07/tw-consumer-behavior-after-covid-1 9.html研究報告王靖惠與王叢桂(2011)。社會比較與產品類別對補償性消費意願之影響: 以狀態自尊為中介變項，私立東吳大學，心理學研究所，台北市。 吳雅婷(2013)。員工每日工作心情的調適機制:心情維持與心情修復的觀點，國立中山大學，人力資源管理研究所，高雄市。 吳基逞(2010)。衝動性購買行為之購後情緒研究，國立中山大學，企業管理系，高雄市。賴柏瑞(2012)。負向情緒對補償性消費的影響: 以產品的自我涉入度為調節變項，私立東吳大學，心理學研究所，台北市。鄭欣怡(2016)。正負向情緒與基模對創造認知歷程之影響，國立交通大學，教育研究所，新竹市。Andreassen, C., Griffiths, M., Pallesen, S., Bilder, R., Torsheim, T. & Aboujaoude, E.(2015). The Bergen shopping addiction scale: reliability and validity of a brief scree ning test. Frontiers in Psychology.Atalay, S. & Meloy, M. (2011). Retail therapy: a strategic effort to improve mood. Psychology & Marketing.Bae, S. Y., & Chang, P. J. (2020). The effect of coronavirus disease-19 (COVID-19) risk perception on behavioural intention towards untact tourism in South Korea during the first wave of the pandemic (March 2020). Taylor & Francis Online.Ballou, S., Gray, S., & Palsson, O. (2020). Validation of the Pandemic Emotional Impact Scale. Elsevier Inc.Barbopoulos, I. & L.-O. Johansson (2017). The Consumer Motivation Scale: A detailed review of item generation, exploration, confirmation, and validation procedures. Elsevier Inc.Baron, R., & Kenny, D. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology.Bratic, M., Radivojevic, A., Stojiljkovic, N., Simovic, O., Juvan, E., Lesjak, M. & Podovšovnik, E. (2021). Should I stay or should I go? Tourists’ COVID-19 risk perception and vacation behavior shift. MDPI.Garnefski, N. G. & Kraaij, V. (2007). The cognitive emotion regulation questionnaire – psychometric features and prospective relationships with depression and anxiety in adults. European Journal of Psychological Assessment.Hawryluck, L. & Gold, W. (2004). SARS control and psychological effects of quarantine, Toronto, Canada. Emerg Infect Dis.Howell, R. & Guevarra, D. (2013). Buying happiness: differential consumption experiences for material and experiential purchases. Advances in Psychology Research. Johnston, M. & Finney, S. (2010). Measuring basic needs satisfaction: evaluating previous research and conducting new psychometric evaluations of the basic needs satisfaction in general scale. Elsevier Inc.Jyoti, B. A., Verma, A. & Dixit, S. (2014). Impulsive buying tendency: measuringimportant relationships with a new perspective and an indigenous scale. IIMB Management Review.Kang, M. & Kim J. (2011). Retail therapy: scale development. Clothing and Textiles Research Journal.Kim, J., Park, J., Lee, J., Kim, S., Gonzalez, J. H., Lee, J., Choi, Y. K., Lee, J., Jang, S., Franklin, D., Spence, M. & Marshall, R. (2021). COVID-19 and extremeness aversion: the role of safety seeking in travel decision making. Empirical Research Article.Koles, B., Wells, V. & Tadajewski, M. (2017). Compensatory consumption and consumer compromises: a state-of-the-art review. Journal of Marketing Management.Kuhn, E. & Schmidkonz, C. (2018). Material vs. experiential purchases: individual difference moderators of the experiential advantage and their influence onconsumer happiness. Munich Business School working paper.Lance, C. (1986). Residual Centering, Exploratory and Confirmatory Moderator Analysis, and Decomposition of Effectsin Path Models Containing Interactions. Psychological Measurement.Lee, L. (2015). The emotional shopper: assessing the effectiveness of retail therapy. Foundations and Trends® in Marketing.Loxton, M., Truskett, R., Scarf, B., Sindone, L., Baldry, G. & Zhao, Y. (2020). Consumer behaviour during crises: preliminary research on how Coronavirus has manifested consumer panic buying, herd mentality, changing discretionary spending and the role of the media in influencing behaviour. Journal of Risk and Financial Management.Luo, J. M. & Lam, C. F. (2020). Travel anxiety, risk attitude and travel intentions towards “Travel Bubble”destinations in Hong Kong: effect of the fear of COVID-19. MDPI.Mandel, N., Rucker, D., Levav, J. & Galinsky, A. (2016). The compensatory consumer behavior model: how self-discrepancies drive consumer behavior. Journal of Consu mer Psychology.Maraz, A., Hende, B., Urbán, R. & Kun, B. (2014). Measuring compulsive buying behaviour: psychometric validity of three different scales and prevalence in thegeneral population and in shopping centres. Psychiatry Research.Neuburger, L. & Egger, R. (2020). Travel risk perception and travel behaviour during the COVID-19 pandemic 2020: a case study of the DACH region. Taylor & Francis Online.Oria, C. (2018). Predicting self-gifting consumer behaviour: a personality-based insight.Five factor model, narcissism, materialism & self-Esteem. MSc MarketingManagement.Rucker, D., Levav, J. & Lisjak, M. (2014). Compensatory consumption as self- and social-signaling. Association for Consumer Research. pages: 156-162.Rustagi, N. & Shrum, L. J. (2018). Undermining the restorative potential of compensatory consumption: a product’s explicit identity connection impedes self-repair. SSNR.Saleem, T. (2016). New pervasive phenomenon of self-gifting behavior: a gender perspective. 1st International Conference on Gender. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363094資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363094 資料類型 thesis dc.contributor.advisor 張愛華 zh_TW dc.contributor.advisor Chang, Ai-Hwa en_US dc.contributor.author (Authors) 蔡岫靜 zh_TW dc.contributor.author (Authors) Tsai, Hsiu-Ching en_US dc.creator (作者) 蔡岫靜 zh_TW dc.creator (作者) Tsai, Hsiu-Ching en_US dc.date (日期) 2021 en_US dc.date.accessioned 10-Feb-2022 13:23:32 (UTC+8) - dc.date.available 10-Feb-2022 13:23:32 (UTC+8) - dc.date.issued (上傳時間) 10-Feb-2022 13:23:32 (UTC+8) - dc.identifier (Other Identifiers) G0108363094 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139009 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 108363094 zh_TW dc.description.abstract (摘要) 自從 2019 年底中國武漢地區爆發新冠肺炎(Coronavirus Disease-2019)之 後，世界各地開始進入疫情防備，疫情所導致的不確定性也圍繞在大眾生活中並 持續至今，此情緒很明顯的反應在特定的消費行為上，例如:搶購防疫物資、囤 購生活用品，或是在疫情趨緩後產生的報復性消費等，皆是在疫情期間經常出現 並討論的議題。而台灣在 2021 年 5 月也面臨疫情最終攻破防線確診人數每日激 增的情形，台灣民眾瞬間陷入恐慌，在疫情持續的蔓延下此消費行為的劇烈波動 更增加社會上的不安定。因此本研究欲探討新冠肺炎期間，消費者因情緒產生的 消費行為變化，並鎖定在台灣民眾在「補償性消費」行為上，探究為何有這樣的 行為產生，同時也更深入探討補償性消費行為的種類與強度，利用量化問卷調查 台灣民眾在疫情威脅下的消費心理改變與動機。本研究總共收集了 409 份有效問 卷，結果顯示大眾確實因為新冠肺炎的影響而產生補償性消費行為，且若個體因 為新冠肺炎所產生的負向情緒越嚴重時，產生的補償性消費行為則會更加明顯。在此研究中嘗試在模型中加入與疫情下的「經濟狀態」、「消費者行為種類」與「情緒調節能力」等三種相關的調節(干擾)變數進行探討，分析後發現雖然疫情下人們的「經濟狀況」受到影響，但並不會有明顯的調節作用，顯示即使經濟受到影響人們仍明顯想要透過消費購物使情緒獲得舒緩。在探討「消費者種類(功利型、享樂型)」是否會對恢復性購物動機的產生有調節作用，發現在疫情下消費者種類不足以影響人們想要消弭負向情緒而引發的恢復性消費動機，即使身為功利型消費者的群體，也會想要透過消費來緩解內心的負向感受。在「情緒調整策略(調整情緒策略與不調整情緒策略)」作為調節變數中，透過分析可以發現，選擇不調整情緒策略的個體在「購物獎勵」的補償性行為中，有顯著的調節作用，顯示在疫情下，選擇不調整情緒策略的個體會越容易產生購物獎勵的行為。反之「衝動購物」和「購物成癮」的購物行為較為強烈穩定，不容易因為情緒調整策略方式不同而有所改變。本研究也利用調查結果探究若未來發生相似棘手的狀況時，民眾、企業以及政府可以如何因應，減緩產生的衝擊。 zh_TW dc.description.abstract (摘要) Since the end of 2019, China has found a new virus, named Coronavirus Disease- 2019; the virus still cannot be controlled by governments in the whole world and has killed plenty of people. This depression also shows in buying behavior all over the world. People tend to have more strong affection on purchasing with the changing of coronavirus status, for example, panic buying on Covid related products and staple goods, also showing compensatory consumption after the epidemic slows down. Because coronavirus is still a serious problem, and can strongly affect consumer behaviors, the research focuses on “compensatory consumption” in Taiwan and why people generate such type of purchase behavior during epidemic, and how we can expect in the near future if the same or related conditions happen again.Results show that if a person faces a more negative outcome during Covid 19, he or she will shows more significant compensatory consumption. In the research we add“economic situation”“consumption behavior”and“mood control strategy” into the model as mediators and moderators, to have a deeper understanding of how people responding differently to the pendamic pressure. The results show that “economic situation” will not affect compensatory consumption; on the other hand, even if people face difficulties during the pandemic, they still want to heal mood by shopping. This research shows that even if people are rational shoppers, they still want to do irrational shopping to release pressure. The analysis of moderating effect of mood control strategy shows that if people choose not to change negative moods during the pandemic, they will have more possibility to show self-gifting behavior to heal bad moods. The research can provide insights to the theoretic investigation of consumer behavior, and can be used as a reference to companies and government on compensatory consumption during similar panic periods. en_US dc.description.tableofcontents 第一章 緒論 6第一節 研究動機 6第二節 研究目的 7第三節 研究步驟與流程 8第二章 文獻探討 9第一節 新冠肺炎疫情回顧 10第二節 負向情緒及情緒調節 15第三節 補償性消費行為理論 19第三章 研究方法 28第一節 研究設計 28第二節 問卷設計 35第三節 問卷前測與分析 42第四節 研究對象 50第四章 研究結果 50第一節 研究分析 51第二節 假說驗證 60第五章 結論與建議 71第一節 研究結論 71第二節 未來建議與研究限制 76參考文獻 79附錄 84 zh_TW dc.format.extent 1349928 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363094 en_US dc.subject (關鍵詞) 新冠肺炎 zh_TW dc.subject (關鍵詞) 消費者行為 zh_TW dc.subject (關鍵詞) 補償性消費行為 zh_TW dc.subject (關鍵詞) 購物療法 zh_TW dc.subject (關鍵詞) 情緒 zh_TW dc.subject (關鍵詞) Coronavirus en_US dc.subject (關鍵詞) Buying behavior en_US dc.subject (關鍵詞) Compensatory consumption en_US dc.subject (關鍵詞) Retail therapy en_US dc.subject (關鍵詞) Emotion en_US dc.title (題名) 新冠肺炎疫情影響補償性消費行為之研究 zh_TW dc.title (題名) A Study On How Coronavirus Has Influenced Consumer Compensatory Consumption Behavior en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 書籍刊物Gloria Guevara & Matthieu de Clercq (2020, September). The future of travel & tourism inthe wake of COVID-19. The World Travel & Tourism Council.https://www.unwto.org/why-tourism王淑俐(2003)。情緒管理—祝你健康快樂。台北:全華。新聞報導(2021, January). 2020: worst year in tourism history with 1 billion fewer internationalarrivals. 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