金钱概念对自我提升偏好的影响研究

发布时间：2017-12-31 23:21

本文关键词：金钱概念对自我提升偏好的影响研究　出处：《管理科学》2017年05期 　论文类型：期刊论文

【摘要】：随着社会物质水平的提高,很多人未必真正拥有财富,但经常暴露于金钱的刺激之下,容易形成金钱概念,会产生拥有金钱财富的效果,根据成就动机理论和市场定价模式,启动金钱概念的消费者倾向选择有利于自我发展的消费选项。以中国高校学生作为研究样本,采用实验方法,设计3个实验,借助SPSS软件对实验数据进行方差分析,探讨金钱概念对消费者自我提升偏好的积极影响,并进一步探讨成就动机的中介作用和购买目标的调节作用。实验1选择一种有助睡眠的口服溶片作为实验材料,采用提升类型(自我提升vs.非自我提升)×金钱概念的2×1组间实验,结果变量为支付水平,验证金钱概念对消费者自我提升偏好的积极影响。结果表明,相对于非自我提升类型,金钱概念的消费者对自我提升类型的支付水平更高。实验2选择维他命水饮料作为实验材料,采用单因素组间实验设计(金钱概念组vs.控制组),结果变量为自我提升类型和非自我提升类型的对比选择,验证金钱概念通过成就动机影响自我提升偏好。结果表明,金钱概念诱发成就动机,进而积极影响消费者对自我提升类型的偏好。实验3选择棋牌游戏作为实验材料,采用金钱概念(有vs.无)×购买目标(他人vs.自己)×提升类型(自我提升vs.非自我提升)的2×2×2组间组内设计,金钱概念和购买目标为组间设计,提升类型为组内设计,结果变量为支付意愿,检验在不同购买目标情况下,金钱概念对消费者自我提升偏好的影响。结果表明,金钱概念对自我提升偏好的影响只局限在购买目标为自己的情况下,在为他人购买时,金钱概念对自我提升偏好的影响不显著。研究结论有利于丰富金钱概念研究,拓展金钱概念在消费领域的研究内容;有利于营销者掌握金钱概念对消费者购买决策的影响机理,深入了解消费者的购买心理,制定相应的品牌和产品管理措施,提升自我发展相关产品的销售;有利于人们树立正确的金钱观和消费观,管理好金钱财富,理性地对待金钱。
[Abstract]:With the improvement of social material level, many people may not really own wealth, but often exposed to the stimulus of money, it is easy to form the concept of money, which will have the effect of owning the wealth of money. According to the theory of achievement motivation and the market pricing model, the consumers who started the concept of money tend to choose the consumption option which is conducive to self-development. Chinese college students are taken as the research sample and the experimental method is adopted. Three experiments were designed to explore the positive effects of the concept of money on consumers' self-improvement preferences by means of the analysis of variance (ANOVA) of the experimental data with the help of SPSS software. Furthermore, the mediating effect of achievement motivation and the regulating effect of purchase goal were studied. Experiment 1 selected a kind of oral dissolving tablet which was beneficial to sleep as the experimental material. A 2 脳 1 inter-group experiment using the concept of promotion type (self-promotion vs.non-self-improvement) 脳 money was conducted and the result was the level of payment. Verify the positive effect of money concept on consumer self-improvement preference. The results show that compared with non-self-promotion type. Consumers of the concept of money were more likely to pay for the type of self-promotion. Experiment 2 used vitamin water drinks as the experimental material and a single-factor intergroup design (money concept group vs. Control group). Results the variables were self-promotion type and non-self-promotion type, which proved that money concept influenced self-promotion preference through achievement motivation. The results showed that money concept induced achievement motivation. Furthermore, it positively affects consumers' preference for self-promotion types. Experiment 3 chooses board games as experimental materials. The design of 2 脳 2 脳 2 脳 2 脳 2 脳 2 脳 2 groups with money concept (vs.nil) 脳 purchase goal (others vs.self) 脳 type of promotion (self-promotion vs.non-self-promotion) was used. The concept of money and purchase goal are inter-group design, the promotion type is intra-group design, and the result variable is willingness to pay. The result shows that the influence of money concept on self-improvement preference is limited to the case where the purchase goal is oneself, while buying for others. The influence of money concept on self-promotion preference is not significant. The conclusion is helpful to enrich the study of money concept and expand the research content of money concept in the field of consumption. It is helpful for marketers to grasp the influence mechanism of money concept on consumers' purchase decision, to deeply understand consumers' purchasing psychology, to formulate corresponding brand and product management measures, and to promote the sales of self-development related products. It is helpful for people to set up correct view of money and consumption, to manage money wealth well and to treat money rationally.
【作者单位】：东华理工大学经济与管理学院;华东理工大学商学院;
【基金】：国家自然科学基金(71602027)~~
【分类号】：F713.55
【正文快照】： 以中国高校学生作为研究样本,采用实验方法,设计3个实验,借助SPSS软件对实验数据进行方差分析,探讨金钱概念对消费者自我提升偏好的积极影响,并进一步探讨成就动机的中介作用和购买目标的调节作用。实验1选择一种有助睡眠的口服溶片作为实验材料,采用提升类型(自我提升vs.非自

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