| Summary: | 碩士 === 國立臺灣科技大學 === 管理學院MBA === 103 === There are plenty of products in the market nowadays, and they make people desire for more material products. People’s consumptive habits are affected by how important they think physical products are. Product message is also an assessment that influences consumer purchases. There are two kinds of messages, one is promotion-framed message which emphasizes products that help you approach pleasure, and another is prevention-framed message which emphasizes products that help you avoid pain. In this research, we find that high-materialism consumers have more purchase intention than low-materialism consumers when promotion-framed product message is presented. On the other hand, low-materialism consumers have more purchase intention than high-materialism consumers when prevention-framed product message is presented (Study 1). We also find that when consumers who have higher level of materialism receive promotion-framed message, they will have higher transformation expectation, which in turn will make them to have higher purchase intention; when consumers who have lower level of materialism receive prevention-framed message, they will high transformation expectation, which will let them have higher purchase intention (Study 2). In an unplanned consumptive context, consumers with high materialism will show higher impulsive consumption tendency than low-materialism consumers, when they receive a promotion-framed message. Nonetheless, there is no difference in impulsive consumption tendency between high- and low-materialism consumers when the message is presented in prevention-frame (Study 3).
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