| Abstract: | 隨著現代社會的消費方式日益更新，許多人在每天的生活中都會經歷或大或小的消費經驗，人們在消費的過程中會有諸多考量及感受，其中的心理活動與心理感受引起心理學家的關注。Xu、Xhou、Ye與Xhou( 2014 ) 發表的研究中指出，人們在花錢的時候會經歷痛苦的感受，是種負面消極的情緒，這樣的負面情緒可以透過他人的社會支持獲得改善，降低消費後的痛苦感受。本研究以此為基礎，以現金消費的消費者為研究對象，企圖找出影響消費者支出疼痛的因素。本研究採類實驗設計法，以台灣中部地區的樣本為研究對象，並以描述性統計、單因子獨立樣本ANOVA、獨立T檢定、迴歸-二階交互作用、單因子獨立樣本ANCOVA及單因子相依樣本ANOVA等方法對回收的資料進行分析。
研究一的主要目的在於探討社會支持是否可以減輕支出疼痛，總共發出160份問卷，得到有效問卷157份，回收率98.1%，結果顯示有社會支持組 ( M = 5.69，SD = 2.49，N = 39 ) 的支出疼痛高於無社會支持組 ( M = 4.55，SD = 2.14，N = 38 ) 。研究二的主要目的在探討社會支持是否可以減輕必要性花費引起的支出疼痛，總共發出266份問卷，得到有效問卷218份，回收率82%，結果顯示有社會支持組的支出疼痛 ( M = 3.28，SD = 2.345，N = 94 ) 低於無社會支持組 ( M = 4.98，SD = 2.931，N = 124 ) 。研究三的主要目的在探討社會支持/社會排斥何者可減輕必要性花費的支出疼痛，分成點頭之交、熟人與獨自三組，總共發出148份問卷，得到有效問卷142份，回收率95%，研究結果顯示支出疼痛分數以點頭之交組 ( M = 8.74，SD = 1.71，N = 142 ) 最高，獨自 ( M = 8.2 ，SD = 2.13，N = 142 )居中，熟人 ( M = 7.56，SD = 2.13，N = 142 ) 者最低。
據上述研究結果，本研究建議業者應致力訓練員工在行銷技術上多以具支持性的話語提供消費者社會支持，以吸引消費者購物，此外商家可在文宣或廣告內容加入必要性花費等廣告意涵，此一優點在於讓消費者認為是必要性花費後，可知覺到支出疼痛有所減輕，可提高消費者購買之意願。
With the increasing consumption patterns of modern society, many people experience many consumption experiences in daily life. People will have many considerations and feelings in the process of consumption, among which psychological activities and psychological feelings. According to a study published by Xu, Xhou, Ye, and Xhou (2014), people experience painful feelings when they spend money,this kind of painful feelings is a negative emotions. Such negative emotions can be improved through social support from others after consumption.This study is based on consumers who consumed by cash, trying to find out the factors that affect the pain of spending. In this study, the experimental design method was based on samples from central Taiwan, with descriptive statistics, single-factor independent samples ANOVA, independent T-test, regression-second-order interaction, single-factor independent sample ANCOVA, and single-factor dependent samples. Methods such as ANOVA analyze the recovered data.
The main purpose of Study 1 was to explore whether social support can alleviate the spending pain . A total of 160 questionnaires were sent out, and 157 valid questionnaires were obtained. The recovery rate was 98.1%. The spending pain results showed that there were social support groups (M = 5.69, SD = 2.49, N = 39) higher than the without social support group (M = 4.55, SD = 2.14, N = 38). The main purpose of Study 2 was to explore whether social support can alleviate the spending pain caused by the necessary cost. A total of 266 questionnaires were sent out, and 218 valid questionnaires were obtained,and the recovery rate was 82%. The results showed that spending pain in the social support group ( M = 3.28 , SD = 2.345, N = 94 ) was lower than the without social support group ( M = 4.98, SD = 2.931, N = 124 ). The main purpose of Study 3 is to explore the social support and social exclusion. It can alleviate the pain of the necessary spending. It is divided into three groups,they are nodding, acquaintance and along. A total of 148 questionnaires were sent out, and 142 valid questionnaires were obtained, the recovery rate was 95%. The results of the study showed that the spending pain score was the highest in the group of nodding ( M = 8.74, SD = 1.71, N = 142 ),the group of alone is the second high of the three group ( M = 8.2, SD = 2.13, N = 142 ), acquaintance ( M = 7.56, SD = 2.13, N = 142 ) is the lowest.
According to the above research results, this study suggests that the industry should strive to train employees to provide consumer social support in a supportive manner in marketing technology to attract consumers to consume. In addition, merchants can add advertisements such as necessary spending in texts or advertisements. The implication is that after the consumer thinks that it is necessary cost, it can be perceived that the spending pain is reduced, and the consumer's willingness to purchase can be improved. |
