研究生: |
陳芃彣 Chen, Peng-Wen |
---|---|
論文名稱: |
自尊及自己-他人對購買意圖的影響:尷尬規避為中介變數 The effect of self-esteem and self-other on purchase intention: Embarrassment avoidance as a mediator |
指導教授: |
張佳榮
Chang, Chia-Jung 徐美 Hsu, Mei |
學位類別: |
碩士 Master |
系所名稱: |
全球經營與策略研究所 Graduate Institute of Global Business and Strategy |
論文出版年: | 2018 |
畢業學年度: | 106 |
語文別: | 英文 |
論文頁數: | 48 |
中文關鍵詞: | Self-esteem 、Self-other 、Embarrassment avoidance 、Purchase intention |
英文關鍵詞: | Self-esteem, Self-other, Embarrassment avoidance, Purchase intention |
DOI URL: | http://doi.org/10.6345/THE.NTNU.GGBS.008.2018.F08 |
論文種類: | 學術論文 |
相關次數: | 點閱:193 下載:0 |
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無中文摘要
Two studies were conducted in this research to investigate how self-esteem and self-other influence the customer’s purchase intention mediated by embarrassment avoidance when buying embarrassing products. Study 1 examined how self-esteem influences purchase intention of embarrassing product through embarrassment avoidance. The results showed that when purchasing embarrassing products, compared to the people low in self-esteem, people with high self-esteem exhibit higher embarrassment avoidance and lower purchase intention. Furthermore, study 2 tested the moderating effect of self-other. The results showed that to those with high self- esteem, when the closeness to the target whom to buy for is higher, the embarrassment avoidance is much greater, whereas those with low self-esteem have an insignificant increase. Through the outcome of these studies, companies can develop different strategies and campaigns to effectively increase the revenue and eliminate consumer embarrassment avoidance.
Keywords: Self-esteem, Self-other, Embarrassment avoidance, Purchase intention
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