本研究探討『尷尬』的發生使消費行為當中對銷售員或廠商要求的『順從意願』之影響效果。除了將尷尬的來源區分成兩構面：『自我行為失當性』及『社會展現性』，探討其主效果外，並引入三個人格干擾變數：『愛面子傾向』、『自尊傾向』、『自我監控性格傾向』；另外，本研究最後除了驗證尷尬的發生會導致順從意願增加外（引入『不安』為其中的中介變數），並研究尷尬也有可能造成惱羞成怒的場面，亦會透過『憤怒』此一中介變數導致『不順從』。
本研究使用T-test，One-way ANOVA，Two-way ANOVA，及LISREL等統計方法分析資料。研究結果發現，購物情境當中尷尬發生時，如果消費者自己行為有失當，會使消費者更尷尬；另外，自尊傾向越高的人，越不容易尷尬，尤其在自我行為沒有失當的情況下更增強其效果。最後，除了驗證出尷尬發生後的確會透過不安使順從意願提高之外，也發現若是消費者的尷尬情境中同時造成憤怒，可能產生惱羞成怒，則消費者越尷尬，越是憤怒，則消費順從意願也就越低。由此證實了發生尷尬未必會提高順從意願，甚至會使順從意願降低的關

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