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研究生：	柯俊生
論文名稱：	消費者行為在生活滿意度上的文化差異 Cultural Differences in Life Satisfaction as a function of Spending patterns
指導教授：	沈永正
學位類別：	碩士 Master
系所名稱：	管理研究所 Graduate Institute of Management
論文出版年：	2015
畢業學年度：	103
語文別：	英文
論文頁數：	107
中文關鍵詞：	幸福感、生活滿意度、快樂感、文化
英文關鍵詞：	well-being, life satisfaction, happiness, culture
DOI URL：	https://doi.org/10.6345/NTNU202205381
論文種類：	學術論文
相關次數：	點閱：459 下載：59
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這項研究的重點是對他們花費在一些事情的消費模式，從個人和他們的感情之間的關係。此外，消費者的感情，什麼是分析影響通過估計他們的消費模式如何是他們的感情會進行。通過這種分析，將會使亞洲和拉丁美洲的文化和他們對花錢的行為和購買的方式和什麼影響他們之間的感情比較有衝動去購買某些物品。即採取更多考慮的參數是一個人的生活滿意度，並在此之後，可靠性和有效性體現在消費者的生活中的變化和情況。幾種類型的數據將顯示受訪者的生活質量。生活滿意可由因素如所影響：當前情緒及其解釋的方式，但在大多數情況下，這些是可以控制的。在生活滿意度的判斷點不得不關注的重要意義是，幸福，他們的消費模式，以及如何這種模式，他們消費後的感受。與主觀幸福感包括不同的概念，從一時的情緒對生活滿意度世界的判斷，並從抑鬱到興奮比較。雖然有更多的尺度，因為它是該領域在行為科學中，他們生活的人的評價進行了研究，（Diener, 2003），包括需要更多的分析和研究一些問題，這是個人的福祉的研究非常有用，一些他們是，哪些類型的主觀幸福感的措施是最相關的哪些類型的政策，以及如何影響標準的分數，（Diener，2012）。因為它是上面提到的，只著眼於各培養的分數，它們的生活滿意度和他們的購買方式之間的關聯。

This study focuses on the relation between some spending patterns from individuals and their feelings towards the things that they spend on. Also, an analysis of the consumer’s feelings and what influences their feelings will be made, by estimating how their spending patterns are. By doing this analysis will make a comparison of the feelings between Asian and Latin American cultures and their behavior on spending money and ways of buying and what influences them to have the impulse to buy certain items. The parameter that is taken more into consideration is an individual’s life satisfaction, and after that, the reliability and validity reflects to the changes and the circumstances in the consumer’s lives. Several types of data will indicate the quality of the respondents’ lives. Life satisfaction can be influenced by factors such as: current mood and their way of interpretation, but in most cases these can be controlled. In this model of life satisfaction the judgment points that had an importance of attention were, happiness, their spending pattern, and how they feel after spending. Comparing with SWB that includes diverse concepts ranging from momentary moods to global judgments of life satisfaction, and from depression to euphoria. Although there are more scales that are useful in research on individual’s well-being because it is the field in the behavioral sciences in which people’s evaluation of their lives are studied, (Diener 2003) and includes some questions that need more analysis and research, some of them are, which types of subjective well-being measures are most relevant to which types of policies, and how standards influence the scores, (Diener, 2012). As it is mentioned above, is focusing only in the association between the scores of each culture, their life satisfaction and their way of buying.

ABSTRACT…………………………………………………………………  III
ACKNOWLEDGEMENT………………………………………………………… IV
TABLE OF CONTENTS……………………………………………………… VI

CHAPTER 1: INTRODUCTION
1.1. Background…………………………………………………………… 2
1.2. Purpose of Study…………………………………………………… 5

CHAPTER 2: LITERATURE REVIEW
2.1. The Multifaceted Nature of Happiness……………………… 9
2.2. Integrating the Diverse Definitions of Happiness: A Time-Sequential Framework of Subjective Well-Being………………… 14
2.3. Wealth and Happiness across the World……………………… 20
2.4. Money and Happiness: Rank of income, not income, affects Life Satisfaction……………………………………………………… 24
2.5. How Money can work in different Cultures…………………  25
2.6. Differences between Chinese and the Latino Cultures on handling Money…………………………………………………………… 27
2.7. Dimensionalizing Cultures: The Hofstede Model in Context…  ………………………………………………………………………………32
2.8. Cultural Models and Cultural Dimensions…………………  45

CHAPTER 3: METHODOLOGY
3.1. Overview and Data Sources……………………………………… 55
3.2. Measure……………………………………………………………… 56
3.3. Main Design………………………………………………………… 58
    3.3.1. Participants and Design…………………………… 58
    3.3.2. Administration……………………………………… 58
    3.3.3. Independent Variable……………………………… 59
        3.3.4. Dependent Variable………………………………… 60

CHAPTER 4: RESULTS
4.1. Demographics……………………………………………………… 61
  4.1.1. Honduran Demographics……………………………………… 61
  4.1.2. Taiwanese Demographics…………………………………… 63
4.2. Life Satisfaction………………………………………………… 65
4.3. Spending Items…………………………………………………… 69
     4.3.1. First Category “Personal Entertainment”……… 69
     4.3.2. Second Category “Physiological Needs”………… 72
     4.3.3. Third Category “Safety Needs”…………………… 74
     4.3.4. Fourth Category “Recreational Needs”…………… 76
     4.3.5. Fifth Category “Personal Accessories”………… 78
     4.3.6. Sixth Category “Spiritual Needs”………………… 79
4.4. Dependent Measures……………………………………………… 80

CHAPTER 5: CONCLUSIONS AND DISCUSSIONS
5.1. Consumer’s Spending Cultural System.……………………… 86
     5.1.1. Consumer’s spending differences and similarities… ………………………………………………………………………………86
5.2. Buying behavior that influence an individual’s life satisfaction……………………………………………………………… 88
5.3. Academic Implication…………………………………………… 92
5.4. Limitations and Future directions…………………………… 94


FIGURES
Figure 1. Diener's Hierarchical Model of Happiness…………… 13
Figure 2. A sequential Framework for the Study of Subjective Well-being………………………………………………………………… 19
Figure 3. The Satisfaction Scale…………………………………… 68
Figure 4. Hofstede's Cultural Models for Taiwan……………… 46
Figure 5. Hofstede's Cultural Model for Honduras……………… 50
Figure 6. Hofstede’s Cultural Model comparison for both countries………………………………………………………………… 54

LIST OF TABLES
Table 1. Life Satisfaction between Latino Culture and Asian Culture…………………………………………………………………… 66
Table 2. Regression Outcome for Personal Entertainment……… 80
Table 3. Regression Outcome for Physiological Needs…………  81
Table 4. Regression Outcome for Safety Needs…………………… 82
Table 5. Regression Outcome for Recreational Needs…………… 83
Table 6. Regression Outcome for Personal Accessories………… 84
Table 7. Regression Outcome for Spiritual Needs………………  85



APPENDIXES
Appendix 1. Chinese Survey…………………………………………… 95

REFERENCES……………………………………………………………… 106

                                

References

Aaker, Jennifer: 2012, Insights from Readings: Designing Happiness, Class of Stanford University GSB.

Alexander, Dionne: 2012, How Money can work in Different Cultures. Philanthropy.com.

Boyce, Christopher, Brown, Gordon: 2009, Money and Happiness: Rank of Income, not Income, Affects Life Satisfaction. Original Manuscript. pp. 2 – 8.

Diener, E.: 1984, ‘Subjective well-being’, Psychological Bulletin 95, pp. 542–575.

Diener, Ed, Scollon, Christie Napa, and Lucas, Richard: 2003, The Multifaceted Nature of Happiness, Article in Press, pp. 188 – 213.

Diener, Ed, Ng, Weiting, Harter, James and Arora, Rashka: 2009, Wealth and Happiness across the World, pp. 52 – 60.

Diener, Ed, Pavot, William: 1993, Review of the Satisfaction with Life Scale, A study, pp. 165 – 169.

Diener, E., Emmons, R.A., Larsen, R.J., Griffin, S: 1985. The Satisfaction with Life Scale. Journal of Personality Assessment. 49, 71–75.

Diener, E. and R.E. Lucas: 1999, Personality and subjective well-being, in D. Kahneman, E. Diener and N. Schwarz (eds.), Well-Being: The Foundations of Hedonic Psychology (Russell Sage Foundation, New York), pp. 213–229.

Diener, E. and R. Biswas-Diener: 2002, ‘Will money increase subjective wellbeing: A literature review and guide to needed research’, Social Indicators Research 57, pp. 119–169.

Hofstede, Geert, 2011, Dimensionalizing Cultures: The Hofstede Model in Context. Article 8, pp. 3–26.

Hofstede, Geert, 1991, Empirical models of Cultural Differences Bleichrodt, Nico (Ed); Drenth, Pieter J. D. (Ed), 1991, Contemporary issues in cross-cultural psychology. (pp. 4-20). Lisse, Netherlands.

Hofstede, Geert, International Studies of Management & Organization, Vol. 13, No. ½, Cross-Cultural Management: II. Empirical Studies (Spring – Summer, 1983), pp. 46 – 74.

Hofstede centre, Cultural Tools & Country Comparison, 6-Dimension Model: for Honduras, http://geert-hofstede.com/Honduras.html

Hofstede centre, Cultural Tools & Country Comparison, 6-Dimension Model: for Taiwan http://geert-hofstede.com/taiwan.html

Karina: 2012, Differences Between Chinese and the Latino Culture on Handling Money, Youth Voices.

Lyubomirsky, Sonja, Lepper, Heidi: 1997, A Measure of Subjective Happiness: Preliminary Realiability and Construct Validation, pp. 138 – 152.

Prieto, Kim, Diener, Ed, Tamir, M.:2005, Integrating the Diverse Definitions of Happiness: A time-Sequential Framework of Subjective well-being. Institutional knowledge at Singapore School of Management, pp. 261 – 283.

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