自尊及自己－他人對購買意圖的影響：尷尬規避為中介變數
| dc.contributor | 張佳榮 | zh_TW |
| dc.contributor | 徐美 | zh_TW |
| dc.contributor | Chang, Chia-Jung | en_US |
| dc.contributor | Hsu, Mei | en_US |
| dc.contributor.author | 陳芃彣 | zh_TW |
| dc.contributor.author | Chen, Peng-Wen | en_US |
| dc.date.accessioned | 2019-09-03T09:55:15Z | |
| dc.date.available | 2023-12-31 | |
| dc.date.available | 2019-09-03T09:55:15Z | |
| dc.date.issued | 2018 | |
| dc.description.abstract | 無中文摘要 | zh_TW |
| dc.description.abstract | Two studies were conducted in this research to investigate how self-esteem and self-other influence the customer’s purchase intention mediated by embarrassment avoidance when buying embarrassing products. Study 1 examined how self-esteem influences purchase intention of embarrassing product through embarrassment avoidance. The results showed that when purchasing embarrassing products, compared to the people low in self-esteem, people with high self-esteem exhibit higher embarrassment avoidance and lower purchase intention. Furthermore, study 2 tested the moderating effect of self-other. The results showed that to those with high self- esteem, when the closeness to the target whom to buy for is higher, the embarrassment avoidance is much greater, whereas those with low self-esteem have an insignificant increase. Through the outcome of these studies, companies can develop different strategies and campaigns to effectively increase the revenue and eliminate consumer embarrassment avoidance. Keywords: Self-esteem, Self-other, Embarrassment avoidance, Purchase intention | en_US |
| dc.description.sponsorship | 全球經營與策略研究所 | zh_TW |
| dc.identifier | G060556007O | |
| dc.identifier.uri | http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G060556007O%22.&%22.id.& | |
| dc.identifier.uri | http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/94518 | |
| dc.language | 英文 | |
| dc.subject | Self-esteem | zh_TW |
| dc.subject | Self-other | zh_TW |
| dc.subject | Embarrassment avoidance | zh_TW |
| dc.subject | Purchase intention | zh_TW |
| dc.subject | Self-esteem | en_US |
| dc.subject | Self-other | en_US |
| dc.subject | Embarrassment avoidance | en_US |
| dc.subject | Purchase intention | en_US |
| dc.title | 自尊及自己－他人對購買意圖的影響：尷尬規避為中介變數 | zh_TW |
| dc.title | The effect of self-esteem and self-other on purchase intention: Embarrassment avoidance as a mediator | en_US |