| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 97 === The primary purpose of this study is to examine the effects of perceptions on symbolic money meanings, materialism and status consumption on compulsive buying behavior with credit card use as a moderator. A total of 381 usable questionnaires were collected for use in the analysis with SEM.
The results show only status and worry in the four dimensions of symbolic money meanings have direct effects on compulsive behavior; acquisition centrality of three dimensions of materialism also has direct effect on compulsive behavior. Further, as a moderator, credit card use has moderating effect on the relationships between achievement, status, acquisition centrality and status consumption dimensions and the dependent variable of compulsive buying behavior.
The results can provide to different industry firms to segment the markets and set up different marketing strategies. In addition, credit card can strengthen the consumer behavior. As a result, if firms can organize a more convenient and safe credit card paying method, or offer effective promotion activities to encourage the use of credit card, the sales on the products and business opportunities can be enhanced.
There are three limitations in this study.
1. The subjects of this study are all female and most of them, between 21~30 years old, working in service industry. The results cannot be generalized to the normal credit card users;
2. Translation issues, the scale of this study needs to be used and tested in different samples;
3. The relationships between constructs in the model established in this study were partly reported in several studies and the inferences with limited data of the results need to be verified in the future studies.
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