| Summary: | 碩士 === 東吳大學 === 心理學系 === 107 === Abstract
The main purpose of this study is to explore the effect of negative emotion and guilty feeling caused by filial piety violation on compensatory consumption. This effect might be important for social oriented Taiwanese, but has not been examined from compensatory consumption perspective. Therefore, this study explores the impact of priming of filial piety, accompany or absence with parents in important holiday and product promotion types on guilt emotion, which may mediate purchase intentions.
The study uses scenario imaginary situation to conduct 2*2*2 online questionnaire experiment with a total of 260 participants. Independent variable included: effect of the priming of filial piety, the experience of accompany or absence during important holiday, and product promotion type. The mediating variable is the guilty feeling and the purchase intention is the dependent variable, and verifies whether guilty feeling is the mediator of priming of filial piety, the experience of accompany or absence during important holiday, and purchase intentions. And whether the product promotion type is the moderator variable of the compensatory consumption.
Results indicated that priming of filial piety, accompany with parents, and product promotion type have no interaction effect on guilty feeling and purchase intention. Accompany with parents has main effects on guilt feeling and purchase intentions. Results did not support the compensatory consumption hypothesis. However, the accompany with parents and the product promotion model have an interactive effect on emotions, those who accompany with parents have highest positive emotions in the symbolic product situation. The accompany context is positively correlated with the willingness to purchase the products which is symbolic promotion type, but not significantly related to instrumental promotion type. The results could be explained from the theory of maintaining positive emotions that participants who are in the companion context will maintain positive emotions by expressing purchase behavior.
The researchers concluded that compensatory purchases did not work, but instead produced buying behaviors that maintained positive emotions and discussed the implications of these findings for consumer behavior research and practice.
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