本研究著重於台灣學生個人和消費價值觀。本文更專注決定是否從羅納德(Ronald Inglehart)，理查(Richard Belk)，瑪紗(Marsha Richins)及思科特(Scott Dawson)所提及的物質主義等級可用來替換衡量任何物質主義或是因個人價值觀可以造成微小的不同結果。本文更引用世界價值調查所發現的結果，其中也包含台灣人的問卷。本文研討三者之間的相互關係有多類似。文中並發現比起羅納德的理論，理查和思科特的理論比較相似世界價值調查顯示台灣和大陸有相同的價值觀，但是本文中所採取的問卷人口不相當於代表台灣人口。調查顯示物質主義和後物質主義的混合，說明台灣人口和日本及美國有相似的價值觀。本文所發現的結果和書上所提的文章都顯示年輕有錢的人民比年紀大並沒錢的人民較有後現代物質主義。

This study focuses on the personal and consumer values of Taiwanese students. Particular focus is
placed on determining whether the materialism scales of Ronald Inglehart (1997), Richard Belk
(1985), and Marsha Richins and Scott Dawson (1992) can be used interchangeably to measure
materialism or whether they measure slightly different dimensions of respondents’ personal values.
The World Values Survey was used to allow the current sample to be compared to international
results, as well as to past surveys of Taiwanese. Correlation analysis was utilized to determine the
strength of relationships between the three materialism scales. The analysis phase showed that
materialism as defined by Belk (1985) and Richins and Dawson (1992) were more strongly related
to each other than to the materialism scale created by Inglehart. This study also finds that while
the population of Taiwan is very similar to that of China based on the findings of the World Values
Survey, the current sample of students is actually dissimilar to the general population of Taiwan.
The current sample implies a mixture of materialist and postmaterialist values that more closely
resembles the populations of Japan or the United States than the general population of Taiwan.
These findings are consistent with literature suggesting that younger, more affluent sectors of a
population will show stronger postmaterialist values than older, less affluent groups.

Table of Contents
List of Tables – 4
List of Figures – 5
Abstract – 6
Acknowledgements – 8
Introduction – 9
Background – 9
Current Trends – 12
Value Change – 15
Luxury Spending – 19
Approaches to Materialism – 22
Ronald Inglehart – 24
Critics of Inglehart – 28
The Monitor Study – 32
Consumer Materialism – 36
Personal Values Materialism – 37
Relevant Studies – 40
Personality Materialism – 42
Relevant Studies – 44
Relating the Concepts – 47
Research Methods – 51
Questions Considered – 52
Hypotheses – 54
Primary Measurement Instruments – 58
Inglehart’s Postmaterialism Index – 58
Belk’s Personality Materialism Scale – 61
Richins and Dawson’s Material Values Scale – 63
Ahuvia and Wong’s Felt Formative Deprivation Scale – 65
Sample Characteristics – 67
Hypothesis Testing – 71
Discussion – 82
Conclusions – 102
Limitations - 106
Direction for Future Research – 107
References – 108
Appendix A: English and Mandarin Versions of Questionnaire – 113
Appendix B: The four quadrants of The Monitor Study – 133
Appendix C: Correlation Analysis and Descriptive Statistics – 134

List of Tables
Table 1: Correlation analysis for Belk’s materialism and Inglehart’s 12-item scale – 71
Table 2: Correlation analysis Richins’ 9-item MVS and Inglehart’s 12-item scale – 72
Table 3: Correlation analysis for Belk’s materialism and Richins’ MVS – 73
Table 4: Correlation analysis for felt formative deprivation and Inglehart’s 12-item scale – 74
Table 5: Correlation analysis for felt formative deprivation and Belk’s materialism – 75
Table 6: Correlation analysis for felt formative deprivation and Richins’ MVS – 76
Table 7: Correlation analysis for Inglehart’s 12-item scale and WVS tolerance index – 77
Table 8: Correlation analysis for Inglehart’s 12-item scale and Father’s education – 77
Table 9: Correlation analysis for Inglehart’s 12-item scale and Mother’s education - 78
Table 10: Frequency table of current sample of Inglehart’s 4-item index – 79
Table 11: Frequency table for 1994 Taiwan sample of Inglehart’s 4-item index – 79
Table 12: Frequency table for 2006 Taiwan sample of Inglehart’s 4-item index – 80
Table 13: Correlation analysis for father’s education and felt formative deprivation – 81
Table 14: Correlation analysis for mother’s education and felt formative deprivation – 81
Table 15: Country values for Inglehart’s 4-item index (2005 wave) – 83
Table 16: Country values for Inglehart’s 4-item index (1995 wave) – 83
Table 17: Analysis of mixed respondents (current sample) on Inglehart’s 4-item index – 84
Table 18: Postmaterialist priorities for eight populations (2006) –87
Table 19: Postmaterialist priorities for eight populations (1995) –87
Table 20: Achievement motivation index for eight countries – 90
Table 21: Percentage of population who find homosexuality justifiable – 95
Table 22: Correlation between gender and 3 materialism scales – 96
Table 23: Mean values on MVS for Taiwan and Great Britain – 98
Tables 24: Happiness scores for Taiwan and Great Britain (from WVS) – 100
Tables 25-30: Partial correlation for Belk’s materialism and Inglehart’s materialism scales – 134, 135
Tables 31-36: Partial correlation for Richins’ MVS and Inglehart’s materialism scale – 135, 136
Tables 37-42: Partial correlation for Belk’s materialism and Richins’ MVS – 136, 137
Tables 43-49: Partial correlation for Richins’ MVS and felt formative deprivation – 138, 139
Tables 50-55: Partial correlation for Belk’s materialism and felt formative deprivation – 140, 141
Tables 56-59: Correlation analysis for parent’s education and materialism – 141, 142
Tables 60-64: Correlation analysis for Inglehart’s materialism and WVS tolerance indicators – 142, 143
Table 65: Sample characteristics – 143
Table 66: Materialism descriptive statistics - 144
Table 67: Mother’s ethnicity – 144
Table 68: Father’s ethnicity – 145
Table 69: Values indicators – 145
List of Figures
Figure 1: The four quadrants of The Monitor Study – 133

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