| Summary: | 碩士 === 國立高雄科技大學 === 企業管理系 === 107 === In the era of developed Internet, you can place an order with just one click. The convenient shopping way brings out numerous unplanned impulsive buying and morbidly compulsive buying. People's lives also tend to pay more attention on the possession and enjoyment of material. Materialism encourages people to buy constantly in order to compare with others. On the other hand, social platform has become a main method of advertising endorsements. Therefore, company could enhance products reputations and sales by internet celebrities’ endorsements. In this study, the sample is the students from four of senior high schools which locate in southern Taiwan. This study collected 380 usable responses. The data was analyzed with Smart PLS3.0. This study mainly focused on the effects of materialism value on online impulsive buying and online compulsive buying via self-congruency.
The study found that materialism values have a significant positive effect on both online impulsive buying and online compulsive buying, and online impulsive buying have a full mediate effect between materialism values and online compulsive buying. The relationship of internet celebrity’s self-congruency and two kinds of buying tendencies are nonsignificant, except internet celebrity’s ideal self-congruency of internet celebrity has a significant positive effect on online impulsive buying. The moderate effect between materialism value and the two kinds of buying tendency, except for the internet celebrity’s ideal self-congruency has a significant positive moderate effect on the relationship between materialism value and online impulsive buying, the rest are nonsignificant.
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