| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === The study is aimed at discussing the correlation among Conspicuous Consumption, Self Confidence and Self－Worth. In order to examine the moderating effect between Conspicuous Consumption and Self－Worth, self confidence was used as a moderating factor. Questionnaire survey is adopted in this study. The consumers are invited to fill in three measurements: Conspicuous Consumption Measurement, self Confidence Measurement, and Self－Worth Measurement. A total of 460 questionnaires were distributed, and 421 valid questionnaires were collected. The valid response rate is 95.65％. SPSS Window 12.0 was used in the study to analyze the data, descriptive analysis, and regression analysis was adopted for analyzing statistics.
The research results are as follow：
(1)There is a significantly positive relationship between Conspicuous Consumption and Enhancing Self－Worth.
(2)There is a significantly positive relationship between Enhancing Self Confidence and Self－Worth.
(3)Self Confidence has a moderating effects between Conformity and Enhancing Self-Worth.
In the end, the study conducts discussion based on the study results, proposing substantial suggestions for Marketing，, school education and future studies as a reference
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