不确定性规避对中国化妆品消费者消费行为的影响
发布时间：2018-11-08 16:21
【摘要】：伴随着科技的发展、社会的进步和女性社会地位的提高,许多化妆品也顺应人心推出。而化妆品作为消费者广泛使用的日常用品,并且与人体直接接触,关系消费者的身体健康与安全。所以,消费者对化妆品的消费心理及消费行为的研究，也引起了学者的广泛关注。 近几年来，消费行为学的研究日渐增多，但有关文化的研究角度就比较缺乏，而从霍夫斯泰德文化维度中不确定性回避的角度进行研究则更为少之。所以本文主要采用问卷调查法，从不确定性规避的视角出发，对473名国内化妆品消费者进行调查，从消费需求，消费观念及消费选择三个方面来分析中国消费者对国产及进口化妆品(日本及美国)进行消费时，消费行为中的差异，这既是对不确定性规避研究的细化，同时也是对消费行为学研究的丰富和延伸。 通过调查发现，在参与调查的90份中美日三国化妆品说明书中，日本产品的说明书对使用要求及注意事项等规范说明的最为详细，其次是中国产品说明书，最后为美国产品说明书。而在消费者消费行为差异调查中发现，在消费需求方面，青年消费者（不超过35岁）更倾向于不确定规避指数低的国家的产品，而中年消费者（超过35岁）倾向不确定规避指数高的国家的产品；在消费观念方面，消费者对名牌的重视程度与消费者的学历及收入都存在着关系，消费者的学历越高，收入越高，则对名牌产品的重视程度越高，其次，消费者对不确定性规避指数高的国家的名牌产品的重视程度高于不确定性规避指数低的国家；在消费选择方面，消费者倾向于不确定规避指数高的国家产品的质量，以及不确定规避指数低的国家产品的服务。文章还对影响消费者行为差异的因素进行了分析，，分为内部因素及外部因素。
[Abstract]:With the development of science and technology, the progress of society and the improvement of women's social status, many cosmetics have been introduced. Cosmetics, which are widely used by consumers, are in direct contact with the human body, which is related to the health and safety of consumers. Therefore, the consumer's consumer psychology and behavior of cosmetics, also attracted widespread concern of scholars. In recent years, the study of consumer behavior is increasing day by day, but the research angle of culture is relatively scarce, and the research from the angle of uncertainty avoidance in the cultural dimension of Hofstede is even less. So this article mainly adopts the questionnaire survey method, embarks from the uncertainty circumvention angle of view, carries on the investigation to 473 domestic cosmetics consumer, according to the consumption demand, This paper analyzes the differences in consumer behavior when Chinese consumers consume domestic and imported cosmetics (Japan and the United States) from three aspects: consumption concept and consumption choice, which is not only a refinement of the research on the avoidance of uncertainty, At the same time, it is the enrichment and extension of the study of consumer behavior. Through the investigation, it was found that of the 90 cosmetic manuals of China, the United States, Japan and Japan, the instructions for Japanese products were the most detailed in terms of usage requirements and matters needing attention, followed by the instructions for Chinese products. The final product specification for the United States. In terms of consumer demand, young consumers (no more than 35 years old) were more likely to be uncertain about products in countries with low indices, according to a survey of consumer behavior differences. Middle-aged consumers (over 35) tend to be uncertain about products in countries with high indices; In terms of consumption concept, there is a relationship between consumers' attention to famous brands and their education and income. The higher the educational background of consumers, the higher their income, the higher the level of attention to famous brand products, and the second, Consumers pay more attention to famous brand products in countries with high uncertainty avoidance index than countries with low uncertainty circumvention index; In terms of consumption choice, consumers tend to be uncertain about the quality of products in countries with high circumvention index and the service of products in countries with low index. The paper also analyzes the factors affecting consumer behavior differences, including internal factors and external factors.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55;F416.72
本文编号：2319020
[Abstract]:With the development of science and technology, the progress of society and the improvement of women's social status, many cosmetics have been introduced. Cosmetics, which are widely used by consumers, are in direct contact with the human body, which is related to the health and safety of consumers. Therefore, the consumer's consumer psychology and behavior of cosmetics, also attracted widespread concern of scholars. In recent years, the study of consumer behavior is increasing day by day, but the research angle of culture is relatively scarce, and the research from the angle of uncertainty avoidance in the cultural dimension of Hofstede is even less. So this article mainly adopts the questionnaire survey method, embarks from the uncertainty circumvention angle of view, carries on the investigation to 473 domestic cosmetics consumer, according to the consumption demand, This paper analyzes the differences in consumer behavior when Chinese consumers consume domestic and imported cosmetics (Japan and the United States) from three aspects: consumption concept and consumption choice, which is not only a refinement of the research on the avoidance of uncertainty, At the same time, it is the enrichment and extension of the study of consumer behavior. Through the investigation, it was found that of the 90 cosmetic manuals of China, the United States, Japan and Japan, the instructions for Japanese products were the most detailed in terms of usage requirements and matters needing attention, followed by the instructions for Chinese products. The final product specification for the United States. In terms of consumer demand, young consumers (no more than 35 years old) were more likely to be uncertain about products in countries with low indices, according to a survey of consumer behavior differences. Middle-aged consumers (over 35) tend to be uncertain about products in countries with high indices; In terms of consumption concept, there is a relationship between consumers' attention to famous brands and their education and income. The higher the educational background of consumers, the higher their income, the higher the level of attention to famous brand products, and the second, Consumers pay more attention to famous brand products in countries with high uncertainty avoidance index than countries with low uncertainty circumvention index; In terms of consumption choice, consumers tend to be uncertain about the quality of products in countries with high circumvention index and the service of products in countries with low index. The paper also analyzes the factors affecting consumer behavior differences, including internal factors and external factors.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55;F416.72
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