| Summary: | 碩士 === 東海大學 === 國際貿易學系 === 96 === Drawing on the「Value－Attitude－Behavior Model」, we regard materialism as a value, consumer innovativeness as an attitude, group influence behaviors(opinion leader and market maven) as behavior. This article addresses how materialism affects consumer innovativeness, in turn, opinion leader and market maven. We tested our hypotheses using survey data from a sample of 255 respondents who had experience shopping online. The results reveal that (a) materialism is positively related to consumer innovativeness, (b) consumer innovativeness is positively related to group influence behavior, (c) consumer innovativeness mediated the relationship between materialism and group influence.
|
|---|
