The Effect of Consumers’ Vanity Trait on Their Compulsive Purchase Behavior: Self-congruity and Product Scarcity as Moderating Factors

• Main Authors: Hui-Hua Kao, 高慧華
• Other Authors: Hui-Chun Chou
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/q36ab6

碩士 === 國立東華大學 === 國際企業學系 === 106 === Between people’s interaction in the open-minded value and multicultural Taiwan, from personal appearance to spiritual aspect are both the focus of comparison.To show the best of ourselves, the vanity of the consumers is easily aroused. By having external substance to improve one’s value. Through buying behavior to change the self-perception level and get satisfied. Keep purchasing to one’s heart content is more easily to cause compulsive buying tendency. This study considered that consumer psychological factors cause compulsive buying, and vanity trait may be one of this reasons. Also find out do consumers increase their purchase behavior due to the symbolic meanings of products, add in product scarcity and self-consistency to discuss the positive condition of vanity trait and compulsive buying. This study adopted quantitative study, general consumer questionnaire survey conducted for the study in Taiwan. Totally send 300 questionnaire and 261 for valid questionnaire. As the study results: (1) Consumers that concern for physical appearance and compulsive purchase show significant and positive influence. (2) Consumers that concern for physical appearance and compulsive purchase adding self-consistency as moderating factors show significant and positive influence. (3) Consumers that concern for achievement appearance and compulsive purchase adding self-consistency as moderating factors show no significant influence. Keyword：Vanity Trait、compulsive purchase、Self-congruity、Product Scarcity