幸福動機如何影響消費行為之研究

Abstract

本研究旨在探討幸福動機如何影響消費者的行為決策。與過往正向心理學所提倡的積極正向思維不同，本研究提出「堅忍消費」概念一說。「堅忍」一詞可解釋為意志堅強、有韌性。「堅忍消費」旨在強調消費時，明知會面對痛苦，但仍能朝向目標並保持恆心的穩定前行。研究著重在探討消費者在消費時不舒服的過程體驗，並將堅忍做為獲取有意義的消費的另一途徑。本研究分成兩部分。研究一將健身產業作為研究目標，並探討幸福動機是否影響健身產業的消費行為，其中將痛苦承受力及賦權作為中介變數，並探測直接效果；除此之外，本研究透過以過程為導向以及以結果為導向的構面做為調節變數，並探討是否影響主效果。與研究一不同，研究二將瘦身產業作為研究目標，並探討幸福動機是否影響瘦身產業的消費行為，其中獨立變數為幸福動機；依變數為瘦身產業的消費行為；中介變數為痛苦承受力及賦權，並將以過程、結果為導向作為調節變數。研究方法採用實驗法，並分成三步驟，步驟一為針對健身及瘦身產業進行資料蒐集及訪談。步驟二為根據其結果產製四部短片，分別以健身過程、健身結果、瘦身過程、瘦身結果等四大情境，方便受測者在填答問卷時，快速進入情境。步驟三為問卷設計，並在填問卷之初導入影片，模擬情境。研究一結果表明，痛苦承受力及賦權在幸福動機與健身產業的消費行為具中介效果，而以過程與以結果為導向的調節變數則無顯著；研究二結果表明，痛苦承受力及在幸福動機與瘦身產業的消費行為具中介效果，而賦權作為中介變數與作為調節變數的以過程與以結果為導向的變數則無顯著。This study aims to explore how eudaimonic motive effect on consumer behavior. Difference from the past studies, research who studied in positive psychology are mostly focus on positive emotion, however, in our study, we develop the concept of perseverance and provide a new term called"perseverance consumption". We mostly focus on exploring the process of discomfort when consumer making consumption. We assumed that persevere can be as another way to achieve meaningful consumption. In our study, we divide into two studies. Study 1 focus on fitness industry and aim to know whether the eudaimonic motivation can affect the purchase intention in the fitness industry. We add distress tolerance and empowerment as an intermediary variable, testing as a complete intermediary or partial intermediary; in addition, process-oriented and result-oriented are playing the moderator in our study, testing that whether it can affect the main effect. Difference from study 1, study 2 focus on weight-loss industry and aim to know whether the eudaimonic motivation can affect the purchase intention in the weight-loss industry. In sum, eudaimonic motive can be as an independent variable；purchase intention and product purchase intention of the weight-loss industry as dependent variable; distress tolerance and empowerment as mediator and the process-oriented and result-oriented as moderator.We conduct 2 (fitness industry and weight-loss industry) of 2 (eudaimonic high vs low) X 2 (process-oriented or result-oriented) model in our research design and split into three steps. Step 1 collected the information from both industry and interviewed professions. Step 2 used the collected data to conduct 4 versions of script, which are process-oriented in fitness industry, process-oriented in fitness industry, result-oriented in weight-loss industry and result-oriented in weight-loss industry. We then we take videos and finish the editing. In step 3, we designed questionnaire and our short films, being as the first page of questionnaire, helping our subjects to quickly get into the scenario.Study 1 indicated that distress tolerance and empowerment can be as mediators , and study 2 only distress tolerance can be as mediator in our research. Besides, both studies shows that there’s a direct effect in both studies. In addition, the moderators are not significant in both studies.