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| 研究生： |
陳昱蓁 Chen, Yu-Chen |
|---|---|
| 論文名稱： |
容貌焦慮、個人成就與過度消費行為之關係研究：以自我決定理論分析 A Study on the Relationships Among Appearance Anxiety, Personal Achievement, and Overconsumption: An Analysis Based on Self-Determination Theory |
| 指導教授： |
陳聖智
Chen, Sheng-Chih |
| 口試委員: |
蔣旭政
Chiang, Hsu-Cheng 林慧斐 Lin, Hui-Fei |
| 學位類別： |
碩士
Master |
| 系所名稱： |
傳播學院 - 傳播學院傳播碩士學位學程 Master's Program of Communication |
| 論文出版年： | 2025 |
| 畢業學年度： | 114 |
| 語文別： | 中文 |
| 論文頁數： | 160 |
| 中文關鍵詞： | 容貌焦慮 、過度消費行為 、個人成就 、自我決定理論 、基本心理需求 |
| 外文關鍵詞： | appearance anxiety, overconsumption, personal achievement, elf-determination theory, basic psychological needs |
| 相關次數： | 點閱：29 下載：7 |
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在社群媒體高度滲透、外貌影像可視化與可比較性日益強化的情境下，「容貌焦慮」成為影響個體情緒與行為選擇的重要心理壓力。本研究以「容貌焦慮、個人成就與過度消費行為之關係」為核心，並以自我決定理論（Self-Determination Theory, SDT）為理論基礎，檢驗容貌焦慮對外貌導向過度消費之影響，以及個人成就之調節效果與三大基本心理需求（自主性、勝任感、關聯性）在「成就—過度消費」關係中的調節角色。研究採線上問卷調查法，對象為18至65歲成年人，共回收有效樣本808份。量測上，容貌焦慮整合社會外貌焦慮量表（SAAS）與外貌焦慮量表（AAI）；過度消費聚焦美容、奢侈品與醫美等外貌相關消費；個人成就以學業、職業與資本等客觀指標操作；心理需求採中文版BPNS並依研究需求調整量尺。資料分析依序進行描述性統計、信度與探索性因素分析、相關分析，並以階層迴歸檢驗主效應與交互作用；另依18–24、25–34、35–44、45–54、55–65歲分層進行補充檢驗。
研究結果顯示：（一）容貌焦慮對過度消費具有顯著且穩健之正向影響，支持H1。（二）整體樣本中「容貌焦慮×個人成就」呈小幅但顯著之正向增強效果，顯示高成就情境下容貌焦慮更易轉化為外貌導向過度消費，H2未獲支持。（三）三大心理需求未能顯著調節「成就→過度消費」（H3a–H3c未獲支持），但其對過度消費呈保護性主效應（負向），顯示SDT較偏向「降低過度消費基準」而非改變關係斜率。四、年齡分層顯示H1於各年齡層皆一致顯著；H2僅45–54歲呈邊界顯著且為正向，其餘不顯著；55–65歲之成就主效應不顯著，推論宜審慎。綜合而言，本研究確認容貌焦慮為外貌導向過度消費之關鍵動因，並指出成就之作用可能具情境性，而心理需求滿足更可能透過降低整體過度消費傾向發揮保護效果，並為後續納入媒介情境與生命歷程差異之模型建構提供方向。
With the deep penetration of social media and the increasing visibility and comparability of appearance-related images, appearance anxiety has become a salient psychological stressor shaping individuals’ emotions and behavioral choices. Grounded in Self-Determination Theory (SDT), this study examines whether appearance anxiety predicts appearance-oriented overconsumption, tests the moderating role of personal achievement, and investigates whether basic psychological needs (autonomy, competence, and relatedness) moderate the achievement–overconsumption link. An online survey was administered to adults aged 18–65 in Taiwan, yielding 808 valid responses. Appearance anxiety was measured by integrating the Social Appearance Anxiety Scale (SAAS) and the Appearance Anxiety Inventory (AAI).
Overconsumption focused on appearance-related spending on beauty products, luxury goods, and cosmetic medical services. Personal achievement was operationalized through objective indicators of academic, occupational, and capital achievement. Basic psychological needs were assessed using a Chinese BPNS with scale adjustments for research consistency. Analyses included descriptive statistics, reliability testing, exploratory factor analysis, correlation analysis, and hierarchical regression, supplemented by age-stratified tests (18–24, 25–34, 35–44, 45–54, 55–65). Results indicate that appearance anxiety robustly and positively predicts overconsumption (supporting H1). The interaction between appearance anxiety and personal achievement shows a small but significant positive effect, contradicting the hypothesized buffering role (H2 not supported). Basic psychological needs do not significantly moderate the achievement–overconsumption relationship (H3a–H3c not supported) but exhibit protective main effects. Age-stratified analyses suggest contextual variation in moderation, with only the 45–54 group showing a marginally significant positive interaction.
第壹章、緒論 1
第一節、研究背景與動機 1
一、研究背景 1
二、研究動機 3
第二節、研究問題與目的 5
一、研究問題 5
二、研究目的 6
第貳章、文獻探討 8
第一節、容貌焦慮 8
一、容貌焦慮的定義與特徵 8
二、容貌焦慮的生物與心理基礎 10
三、社會文化對容貌焦慮的影響 11
四、性別與年齡的調節效應 13
五、容貌焦慮的測量 15
第二節、過度消費行為 22
一、過度消費行為的定義與特徵 22
二、過度消費行為與容貌焦慮 24
三、過度消費行為的測量 25
第三節、個人成就 32
一、個人成就的定義與影響因素 32
二、個人成就與容貌焦慮 36
第四節、自我決定理論 38
一、自我決定理論的定義與測量 38
二、自我決定理論在個人成就與過度消費行為中的角色 42
第五節、小結 45
第參章、研究方法 47
第一節、研究架構與假設 47
第二節、研究設計 49
一、研究對象與調查方式 49
二、預試數據結果 50
第三節、問卷設計與研究變項 51
一、基本資料 51
二、容貌焦慮程度之測量 52
三、過度消費行為之測量 54
四、個人成就之測量 57
五、自我決定理論三大基本心理需求滿足程度 60
第肆章、研究結果 64
第一節、描述性統計分析 64
一、樣本基本資料 64
二、主要變項描述性統計 65
第二節、信度與建構效度 68
一、信度檢驗 68
二、建構效度 69
第三節、相關分析 90
第四節、多元迴歸與調節分析 92
一、 分析設定與前處理 92
二、 容貌焦慮對過度消費之主效應 92
三、 個人成就之調節效果 94
四、 基本心理需求滿足之調節 96
五、 年齡分層之補充分析 100
六、 小結 102
第伍章、結論與建議 104
第一節、研究結果與討論 104
一、容貌焦慮作為外貌導向過度消費的核心動因 104
二、當「成就」遇上「焦慮」 105
三、需求滿足的角色轉位：由「調節」走向「基準位移」 106
四、年齡情境性的補充思考：媒介世代差異與行為路徑的可能分化 107
第二節、學術與實務貢獻 108
一、將「外貌壓力」置於媒介化情境 108
二、將「過度消費」視為符號性溝通 108
三、修正「成就」即為「保護因子」的既定直覺印象 109
四、從個人心理到媒介環境的結構性條件 109
第三節、研究限制與建議 109
一、 年齡跨度與情境異質性 109
二、 量測操作的一致性與代價 110
三、 構念操作與外部效度：成就子構面與文化脈絡的敏感性 111
四、後續研究建議：縱貫、實驗與更貼近媒介情境的設計 111
參考資料 113
附錄一、預試問卷內容 126
附錄二、正式問卷內容 144
圖目錄
圖1: 研究架構圖 48
圖 2：「容貌焦慮構面」Scree Plot（碎石圖） 71
圖 3：「過度消費行為構面」Scree Plot（碎石圖） 73
圖 4：「個人成就構面」Scree Plot（碎石圖） 77
圖 5：「基本心理需求：自主性題項」Scree Plot（碎石圖） 81
圖 6： 「基本心理需求：勝任感構面」Scree Plot（碎石圖 85
圖 7：「基本心理需求：關聯性構面」Scree Plot（碎石圖） 89
圖 8：容貌焦慮與個人成就之交互作用（±1SD）對過度消費之簡單斜率圖 96
表目錄
表1: 社會外貌焦慮量表 (Social Appearance Anxiety Scale, SAAS) 17
表2: 外貌焦慮量表 (Appearance Anxiety Inventory, AAI) 19
表3: 強迫性購買量表(Compulsive Buying Scale, CBS) 28
表4: 物質主義量表（Materialism Scale) 29
表5: 客觀個人成就面向（本研究整理） 34
表6: 基本心理需求量表（Basic Psychological Needs Scale，BPNS） 41
表7-1: 各變項量表預試信度分析 51
表7-2: 各變項量表之修正預試信度分析 51
表8:「容貌焦慮程度」問卷 2-1~2-30 題項 52
表9:「過度消費行為」問卷 3-1~3-21 題項 55
表10：「個人成就」問卷 4-1~4-15 題項 58
表11：「基本心理需求滿足程度」問卷 5-1~5-17 題項 61
表12 : 「容貌焦慮、過度消費、個人成就」描述性統計表 66
表13 : 「三大基本心理需求」描述性統計表 67
表14 : 各構面內部一致性信度（Cronbach's α） 69
表15：「容貌焦慮構面」KMO 與 Bartlett’s 球形度檢定結果 70
表16：「容貌焦慮構面」總解釋變異量與各因子特徵值 70
表17：「過度消費行為構面」KMO 與 Bartlett’s 球形度檢定結果 72
表18：「過度消費行為構面」總解釋變異量與各因子特徵值 72
表19：「過度消費行為構面」各題項共同度（Communalities） 74
表20： 「過度消費行為構面」旋轉後因素負荷矩陣（Pattern Matrix） 75
表21：「個人成就構面」KMO 與 Bartlett’s 球形度檢定結果 76
表22：「個人成就構面」總解釋變異量與特徵值 76
表23：「個人成就構面」各題項共同度（Communalities） 78
表24：「基本心理需求：自主性構面」KMO 與 Bartlett’s 球形度檢定結果 79
表25：「基本心理需求：自主性構面」總解釋變異量與特徵值 80
表26：「基本心理需求：自主性構面」各題項共同度（Communalities） 81
表27 : 「基本心理需求：自主性構面」之因素負荷量（Factor Matrix） 82
表28：「基本心理需求：勝任感構面」KMO 與 Bartlett’s 檢定結果 82
表29：「基本心理需求：勝任感構面」共同性（Communalities） 83
表30：「基本心理需求：勝任感構面」總解釋變異量 84
表31：「基本心理需求：勝任感構面」之因素負荷量 85
表32：「基本心理需求：關聯性構面」KMO 與 Bartlett’s 檢定結果 86
表33：「基本心理需求：關聯性構面」共同性（Communalities） 88
表34：「基本心理需求：關聯性構面」總解釋變異量 88
表35：「基本心理需求：關聯性構面」因素負荷量 89
表36：主要變項之描述性統計與零階相關矩陣 91
表 37：容貌焦慮、個人成就與交互作用對過度消費之階層迴歸結果 93
表 38 : 簡單斜率分析：容貌焦慮對過度消費之迴歸斜率 95
表 39：個人成就 × 自主性對過度消費之階層迴歸結果 97
表 40：個人成就 × 勝任感對過度消費之階層迴歸結果 98
表 41：個人成就 × 關聯性對過度消費之階層迴歸結果 99
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