社會比較與產品類別對補償性消費意願之影響：以狀態自尊為中介變項

The Effect of Social Comparison and Product Type on Compensatory Consumption: Self-esteem as a Mediator

研究目的：以往補償性消費的研究欠缺根據理論進行的實徵研究。本研究的動機在從社會比較理論探討誘發補償性消費的因素，與補償性消費的中介歷程因素，包括：（1）向上社會比較是否會引發低狀態自尊與負面心情？（2）狀態自尊與心情（mood）是否是社會比較與補償性消費間的中介變項？（3）社會比較與產品類別對補償性消費是否有交互作用之影響？研究者推論向上比較歷程會引發低狀態自尊與負面情緒，並會增加對象徵性、體驗性產品的消費意願，但不會增加對功能性產品之購買意願。研究方法：本研究採用實驗法，以智力測驗假回饋分數操弄社會比較訊息，測量消費者對產品的購買反應。研究參與者為132位大學生。研究結果：（1）收到向上社會比較訊息的參與者，其狀態自尊及心情狀態皆顯著低於收到向下社會比較訊息組。（2）社會比較與產品類型對補償性消費有交互作用存在。處於向上社會比較情境的參與者，對象徵性產品的出價金額及購買意願，皆顯著高於向下社會比較組，在功能性產品及體驗性產品的購買反應上，兩組沒有顯著差異。（3）狀態自尊是社會比較訊息對於象徵性產品購買意願的影響的完全中介變項。研究貢獻：本研究從社會比較理論整合既有研究成果，發現社會比較會改變狀態性自尊，後者則引發補償性消費意願。

The aim of the study was to examine the relationship between social comparison and compensatory consumption. The mediating roles of self-esteem and mood were also examined. The relationship between product function type and compensatory consumption was also explored. Data was collected from 132 Taiwanese college students; the fake intelligence test results were used to manipulate social comparison information. Results were as follows: (1) When compared to the downward comparison group, the upward comparison group had lower self-esteem and higher negative mood. (2) When compared to the downward comparison group, the upward comparison group was more likely to purchase symbolic products with higher price, but not functional products. (3) Self-esteem was found to mediate the relationship between social comparison and willingness to purchase symbolic product. In conclusion, the present study integrated findings under the theoretical framework of social comparison theory, and the results suggest that social comparison processes affect the state of self-esteem, which then activates compensatory consumption.