死亡威脅下人生觀對享樂與實用消費之影響

Under the Mortality Salience: Effects of Life Philosophy on Hedonic and Utilitarian Consumption

本研究應用恐懼管理理論探討人們面臨死亡威脅時其消費行為之傾向。共進行兩個實驗，實驗一分析死亡威脅對享樂消費和實用消費之傾向，結果顯示當人們面臨死亡威脅時，呈現較高享樂消費傾向。實驗二採二因子混合實驗設計，加入人生觀此一個人特質，探討死亡威脅對消費行為之調節效果，結果顯示對悲觀者而言，相較於低死亡威脅，高死亡威脅會有較高的餐飲消費傾向，以及有較低的投資理財傾向，然而對樂觀者而言卻無顯著差異。有趣的是，本研究亦發現，無論面臨高死亡威脅或處於低死亡威脅，人們的壽險消費傾向無顯著差異。

Based on the Terror Management Theory, this article examines the effects of mortality salience and outlook on life on consumer behavior. Two experiments were conducted. In experiment 1, the results indicate that individuals in the mortality salience condition allocate more money to their hedonic consumption than their utilitarian consumption; however, individuals in the control condition allocate more money to their utilitarian consumption than their hedonic consumption. In experiment 2, the results show that individuals who have a pessimistic outlook on life tend to spend more money on catering consumption, and spend less money on investment funds when they face the possibility of death. Specifically, there is no significant difference of buying life insurance between the high and low mortality salience condition.