無中文摘要

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

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