| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系 === 98 === In recent years, owing to the rising number of teenagers who have cell phones, cell phone is no longer just a tool for communication and contacting with friends. For fashion teenagers, the antecedents of their materialism can be discussed from internal and external factors. For internal factor, teenagers often feel like to show off to their peers for their vanity. Besides, some external factors such as the influence of peers and a verity of marketing strategies from cell phone companies to attract teenager’s attention. For example, product innovation, sales promotion and star endorsement may induce teenagers’ purchase intentions. How does the vanity of these teenagers influence their materialism? Do external factors such as innovation of cell phones, sales promotion and endorsing of stars influence the materialism of teenagers? Last, does materialism influence teenagers’ purchase intentions on state-of-the-art cell phones?
To investigate the above questions, this research reviewed to the related studies on vanity, peer influence, product innovation, sales promotion, advertising and star endorser, materialism, and purchase intentions to develop the framework of assumptions. This research, using a structural questionnaire to collect data, surveyed Vocational High School students and then utilized the Structural Equation Model to analyze the data and testified the hypotheses. The main conclusions are as follows:
(1) The more vanity of the teenagers, the higher their materialism is.
(2) The peer influence, product innovation, and sales promotion will affect teenagers’ materialism.
(3) The advertising and star endorsement will not affect teenagers’ materialism.
(4) Teenagers’ materialism will affect their purchase intentions for state-of-the-art cell phones.
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