The Relationships among consumer innovativeness, materialism, consumer self-confidence, and price sensitivity.

• Main Authors: CHIA-YING LIN, 林佳穎
• Other Authors: Yaw-Nan Lin
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/05109042961661326111

碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 98 === The purpose of this study is to find the relationships among consumer innovativeness, materialism, consumer self-confidence, and price sensitivity. The valid sample is 734. SEM with LISREL computer program was used to distinguish three competitive models in this research¸ and found the paths from consumer innovativeness influence in consumer self-confidence and price sensitivity with both direct and indirect paths. The results are as follows: (1) People with higher consumer innovativeness have higher materialism; (2) People with higher consumer innovativeness have higher consumer self-confidence; (3) People with higher consumer innovativeness have higher price sensitivity; (4) People with higher materialism have lower consumer self-confidence; (5) People with higher materialism have lower price sensitivity.