The Study of the Relationship Among Vanity Traits, Materialism, and Purchasing Intention- A Case Study of Purchasing Cars in Taiwan

• Main Authors: Min-yi Tseng, 曾旻儀
• Other Authors: Yen-Shi Lee
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/61620809910366004520

碩士 === 朝陽科技大學 === 應用外語研究所 === 97 === Although the theory of consumer behaviors almost reaches maturity, the researches of consumer behavior of different cultures and regions are still uncommon. Many studies have discussed vanity traits in foreign countries for many years. The studies of vanity traits have been considered commonly as aberrant consumer behavior. In Taiwan, there are also researches investigating vanity traits effects on domestic consumer behavior. Lots of researches of vanity traits put emphasis on clothes industry and cosmetics industry. Researches on other industry are pretty few. Due to the reason, the researcher wants to find out the impact of vanity traits on purchasing intention of cars. Thus, this research is designed to explore the relationship between vanity traits and purchasing intention of cars. Besides, materialism has been discussed to investigate whether materialism can influence consumers’ vanity traits and consumers’ purchasing intention. This research utilized questionnaire survey to examine 400 participants. Then, SPSS software package is applied as statistic methods to prove the research hypotheses. These statistic methods include descriptive statistic analysis for examining the participants, Cronbach’s alpha for reliability test, factor analysis for validity test, and path analysis for verifying the research hypotheses. After applying the SPSS software package, the researcher found that vanity traits have positive influence on materialism and purchasing intention. These results are corresponded to research hypotheses. Besides, materialism also has positive influence on purchasing intention. Most of these results also conform to research hypotheses.