| Summary: | 碩士 === 國立政治大學 === 廣告學系 === 90 === An Abstract
The study based on some consumption phenomenons at the present day .People usually said, "What I have, what I am". Many people used to buy something to show themselves.
The Research uses one personality characteristic construct（Affect Intensity）and one psychological construct（Materialism） to investigate some consumer behaviors, i.e., Impulse Consumption, Self-expressive movites, and Hedonic Shopping Tendencies. Eight hypotheses that reflect theoretical relationships between the constructs and consumer behaviors are proposed and tested. Results support the study premise that consumer behavior is a manifestation of the underlined personality and psychological constructs.
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