中国文化价值观对代际品牌态度影响作用的初步研究
发布时间：2019-06-18 11:22
【摘要】： 消费行为代际影响作为消费者获取同消费相关的各种技巧、态度、偏好、价值观和行为的主要来源之一,长期以来受到众多领域学者的重视。在西方国家,很多学者部已经证明了代际影响确实存在,并对其各种表现、形成机理以及影响因素都做了全面具体的研究。在笔者梳理有关代际影响的研究文献之后发现,中国学者对于消费行为代际影响方面的研究还处于一个比较空白的阶段。在中国,消费行为代际影响也有着重要的意义。中国传统文化受儒家思想影响,一直以来同西方的文化呈现出明显不同的态势,许多跨文化研究都证实了不同文化背景对消费行为存在影响作用。因此,西方关于代际影响的研究结果在中国消费者身上是否同样适用有待证实,而中国文化背景对代际影响具体会产生哪些影响作用、这些影响的表现形式都是非常值得探讨的命题。因此,本文的目的在于测量中国文化背景下,消费行为代际影响的表现,以及验证文化价值观对消费行为代际影响的调节作用。 本文在总结前人研究成果的基础上,采用定量研究的方法,采用西方国家研究中已被验证比较成熟的研究方法及研究量表对中国消费者进行代际影响强度方面的测量。采用绝对测量的方法,由被试从作为了女的角度对自己以及父母辈的若干品牌态度及沟通频率进行评价,由此验证代际影响的效果。同时结合被试自身的文化价值观取向,验证文化价值观对消费行为代际影响的调节作用。 本文研究发现:家庭内部沟通频率对消费行为代际影响有着明显的正向影响作用,文化价值观中的权力距离这一维度对代际影响和消费行为之间的关系存在明显的正向调节作用;而集体主义这一维度只对品牌名—质量联想这一品牌态度有明显的反向调节作用,对品牌忠诚这一品牌态度并无明显的调节作用。 本文共分为五章,其中第一章为导论。简要阐述此次研究的背景、研究目的、意义及论文的总体结构。第二章是目前有关消费行为代际影响的理论回顾,并分析文化价值观对消费行为代际影响的调节作用。第三章是实证研究的设计。第四章是数据分析,对于定量研究中收集的数据进行分析。最后一章是研究贡献,局限性以及今后研究需要努力的方向。
[Abstract]:As one of the main sources for consumers to acquire various skills, attitudes, preferences, values and behaviors related to consumption, the intergenerational influence of consumer behavior has been paid attention to by scholars in many fields for a long time. In western countries, many scholars have proved that intergenerational influence does exist, and have made a comprehensive and concrete study on its various manifestations, formation mechanism and influencing factors. After combing the literature on intergenerational impact, it is found that the research on the intergenerational impact of consumer behavior by Chinese scholars is still in a relatively blank stage. In China, the intergenerational impact of consumer behavior is also of great significance. Chinese traditional culture, influenced by Confucianism, has always been obviously different from the western culture. Many cross-cultural studies have confirmed that different cultural backgrounds have an impact on consumer behavior. Therefore, whether the results of western research on intergenerational influence are equally applicable to Chinese consumers remains to be confirmed, and the specific effects of Chinese cultural background on intergenerational influence are very worthy of discussion. Therefore, the purpose of this paper is to measure the performance of the intergenerational influence of consumer behavior under the background of Chinese culture, and to verify the regulating effect of cultural values on the intergenerational influence of consumer behavior. On the basis of summing up the previous research results, this paper adopts the method of quantitative research, and uses the more mature research methods and research scales in western countries to measure the intergenerational influence intensity of Chinese consumers. By using the method of absolute measurement, the subjects evaluated some brand attitudes and communication frequencies of themselves and their parents from the point of view of being a woman, so as to verify the effect of intergenerational influence. At the same time, combined with the subjects' own cultural value orientation, this paper verifies the regulating effect of cultural values on the intergenerational influence of consumer behavior. In this paper, it is found that the frequency of communication within the family has an obvious positive effect on the intergenerational influence of consumer behavior, and the dimension of power distance in cultural values has an obvious positive regulating effect on the relationship between intergenerational influence and consumer behavior. However, the dimension of collectivism only has an obvious reverse adjustment effect on the brand attitude of brand name-quality association, and has no obvious regulating effect on the brand attitude of brand loyalty. This paper is divided into five chapters, the first of which is an introduction. This paper briefly expounds the background, purpose, significance and overall structure of the paper. The second chapter is a theoretical review of the intergenerational impact of consumer behavior, and analyzes the role of cultural values in regulating the intergenerational impact of consumer behavior. The third chapter is the design of empirical research. The fourth chapter is data analysis, which analyzes the data collected in quantitative research. The last chapter is the research contribution, the limitation and the direction that needs to be worked out in the future.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F224;F273.2
本文编号：2501447
[Abstract]:As one of the main sources for consumers to acquire various skills, attitudes, preferences, values and behaviors related to consumption, the intergenerational influence of consumer behavior has been paid attention to by scholars in many fields for a long time. In western countries, many scholars have proved that intergenerational influence does exist, and have made a comprehensive and concrete study on its various manifestations, formation mechanism and influencing factors. After combing the literature on intergenerational impact, it is found that the research on the intergenerational impact of consumer behavior by Chinese scholars is still in a relatively blank stage. In China, the intergenerational impact of consumer behavior is also of great significance. Chinese traditional culture, influenced by Confucianism, has always been obviously different from the western culture. Many cross-cultural studies have confirmed that different cultural backgrounds have an impact on consumer behavior. Therefore, whether the results of western research on intergenerational influence are equally applicable to Chinese consumers remains to be confirmed, and the specific effects of Chinese cultural background on intergenerational influence are very worthy of discussion. Therefore, the purpose of this paper is to measure the performance of the intergenerational influence of consumer behavior under the background of Chinese culture, and to verify the regulating effect of cultural values on the intergenerational influence of consumer behavior. On the basis of summing up the previous research results, this paper adopts the method of quantitative research, and uses the more mature research methods and research scales in western countries to measure the intergenerational influence intensity of Chinese consumers. By using the method of absolute measurement, the subjects evaluated some brand attitudes and communication frequencies of themselves and their parents from the point of view of being a woman, so as to verify the effect of intergenerational influence. At the same time, combined with the subjects' own cultural value orientation, this paper verifies the regulating effect of cultural values on the intergenerational influence of consumer behavior. In this paper, it is found that the frequency of communication within the family has an obvious positive effect on the intergenerational influence of consumer behavior, and the dimension of power distance in cultural values has an obvious positive regulating effect on the relationship between intergenerational influence and consumer behavior. However, the dimension of collectivism only has an obvious reverse adjustment effect on the brand attitude of brand name-quality association, and has no obvious regulating effect on the brand attitude of brand loyalty. This paper is divided into five chapters, the first of which is an introduction. This paper briefly expounds the background, purpose, significance and overall structure of the paper. The second chapter is a theoretical review of the intergenerational impact of consumer behavior, and analyzes the role of cultural values in regulating the intergenerational impact of consumer behavior. The third chapter is the design of empirical research. The fourth chapter is data analysis, which analyzes the data collected in quantitative research. The last chapter is the research contribution, the limitation and the direction that needs to be worked out in the future.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F224;F273.2
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相关期刊论文 前7条
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