台灣區大專學生虛榮特性、物質主義及價格知覺關係之研究

張威龍

doi:10.6504/JOM.2004.21.05.05

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P629 - 651

社会科学 > 管理学

DOI： 10.6504/JOM

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台湾区大专学生虚荣特性、物质主义及价格知觉关系之研究

The Study of Relationship among Trait of Vanity, Materialism and Price Perception among College Students on Taiwan

张威龙(Wei-Lung Chang)

管理学报； 21 卷 5 期 (2004 / 10 / 01) ， P629 - 651

繁体中文 DOI： 10.6504/JOM.2004.21.05.05

虚荣特性；物质主义；价格知觉；价格声望敏感性；价格品质基模； vanity trait ； price perception ； materialism ； prestige sensitivity of price perception ； price - quality schema ； value consciousness

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摘要 │ 参考文献 (45) │ 被引用文献 (3) │ 国际计量

摘要〈TOP〉

并列摘要〈TOP〉

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.

参考文献 ( 45 ) 〈TOP〉

Chang Wei-Lung(1999).The Influences of Young Consumer Family Communication patterns on Materialism and Compulsive Buying.Journal of Management,18,287-117.
连结：
Bagozzi, R.P.,Yi, Y.(1988).On the Evaluation of Structural Equation Models.Academic of Marketing Science,76-94.
Bearden, W. O.,D. M. Hardesty.,R. L. Rose.(2001).Consumer self-confidence: Refinement in conceptualization and measurement.Journal of Consumer Research,28(6),121-134.
Belk, R. W.(1983).Advances in Consumer Research.MI:Association for Consumer Research.
Belk, R. W.(1995).Studies in New Consumer Behavior.Daniel Miller, London:Routledge.

被引用文献 ( 3 ) 〈TOP〉

董美恋、黄佑安(2011)。世代影响与年轻女性消费偏好关系之研究－消费者社会化与品牌权益观点。管理评论，30(2)，21-49。
林耀南(2012)。台湾物质主义测量暨信效度评估。测验学刊，59(1)，103-129。
(2008)。物质主义之本土性概念初探。商管科技季刊，9(1)，1-29。

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