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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-esteemSelf-otherEmbarrassment avoidancePurchase 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:157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

    ABSTRACT II 1. Introduction 1 2. Literature Reviews 5 2.1 Self-esteem, embarrassment avoidance and purchase intention 5 2.2 Self-esteem, self-other and embarrassment avoidance 9 3. Method 12 3.1 Pretest 12 3.1.1 Results 13 3.2 Study1 14 3.2.1 Participants and design 14 3.2.2 Materials and procedure 15 3.2.3 Results 16 3.3 Study2 18 3.3.1 Participants and design 18 3.3.2 Materials and procedure 19 3.3.3 Manipulation check 21 3.3.4 Results 21 4. General conclusion 22 4.1 Conclusion 22 4.2 Theoretical contribution 23 4.3 Practical contribution 25 4.4 Limitations and future research 26 5. References 28 Appendix 32

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