自我建构与解读水平对冲动性购买行为的影响研究

发布时间：2018-01-20 05:21

本文关键词： 自我建构解读水平冲动性购买倾向冲动性购买行为　出处：《东华大学》2015年硕士论文　论文类型：学位论文

【摘要】：冲动性购买在日常生活中非常普遍，西方学者对此现象的研究已有近60年的历史。近年来，随着中国经济的快速发展及中国消费者消费观念的改变，冲动性购买现象在中国也日益普遍，，在零售业中占据越来越高的比率，因此，针对中国消费者的冲动性购买研究具有重要意义。目前，大量国内外相关文献主要集中于几个方面对冲动性购买进行研究：营销刺激、情境以及个体特征等。学术界对营销刺激与情境的研究目前主要集中于现代化的交易平台所带来的新的特点。随着学术界对消费者行为研究的关注，冲动性购买的相关研究也迎来了对消费者个体特征的研究，毕竟现代精细化、个性化的营销策划盛行，针对消费者进行研究才可以将这些策划案作得切合实际。心理学领域对个体的新认识，为基于个性特质视角深入探索冲动性购买行为提供了理论基础。自我建构理论的本质是个体理解和认识自我的方式，是个体关于自我和他人的信念，即个体在多大程度上认为自身与他人相关或是分离。自我建构有两种类型，即独立型自我建构和关联型自我建构。具体来说，个体主义文化中的人们，倾向于将自我看作是与他人相分离的独立实体；而集体主义文化中的人们，倾向于将自我看作是周围社会关系中的一部份。预期自我建构影响个体对社会规范的感知和遵从意愿，从而影响其冲动性购买行为。解释水平作为目前备受关注的社会心理学理论，在被大量研究和应用中，很多学者对其与冲动性购买之间的关系进行了研究。论文实证研究从消费者的自我建构个性特征出发探讨了其如何影响其冲动性购买行为，并引入调节变量解读水平探究其如何影响自我建构对冲动性购买行为的影响。该研究采用问卷法/情景模拟法收集数据，对数据进行方差和回归分析，结果表明： (1)在面对外界刺激时，独立导向的消费者相对于关联导向的消费者有更强的冲动购买倾向。 (2)关联导向消费者在高解读水平下的购买倾向将会比低解读水平下降低。 (3)独立导向消费者在高解读水平下的购买倾向将会比低解读水平下提高。 (4)冲动性购买倾向与冲动性购买行为正相关。该研究结果表明，零售商应更多地定位于独立型自我建构者；在某些确有违传统消费观念的场景，应注意以独立型自我建构者带动关联型自我建构者的消费。
[Abstract]:Impulse buying is very common in daily life. Western scholars have studied this phenomenon for nearly 60 years. In recent years, with the rapid development of Chinese economy and the change of Chinese consumer consumption concept. The phenomenon of impulsive purchase is becoming more and more common in China and occupies a higher and higher proportion in the retail trade. Therefore, it is of great significance to study the impulsive purchase of Chinese consumers. At present, a large number of relevant literature at home and abroad mainly focus on several aspects of impulsive purchase research: marketing incentives. The research on marketing stimulation and situation mainly focuses on the new characteristics brought by the modern trading platform. With the attention of the academic community on consumer behavior research. Impulse buying related research also ushered in the study of individual characteristics of consumers, after all, modern refined, personalized marketing planning prevalence. It is only by conducting research on consumers that these plans can be made realistic. The new understanding of individuals in the field of psychology provides a theoretical basis for exploring impulsive buying behavior from the perspective of personality traits. The essence of self-construction theory is the way that individuals understand and understand themselves. It is the belief of the individual about self and others, that is, the degree to which the individual considers himself or herself to be related to or separated from others. There are two types of self construction, namely, independent self construction and related self construction. People in individualistic cultures tend to regard themselves as independent entities separated from others; In collectivist culture, people tend to regard themselves as a part of the social relations around them. The expectation of self-construction influences individuals' perception of social norms and their willingness to comply with social norms. As a social psychology theory, the level of explanation has been studied in a large number of researches and applications, many scholars have studied the relationship between it and impulsive purchase. This paper discusses how consumers influence their impulsive buying behavior from the perspective of consumers' self-constructed personality characteristics. And the adjustment variable reading level was introduced to explore how it affects the self-construction on impulsive purchase behavior. The study used questionnaire / scenario simulation method to collect data and carry out variance and regression analysis of the data. The results show that: In the face of external stimuli, independent-oriented consumers have a stronger tendency to buy impulsively than connected-oriented consumers. Correlation-oriented consumers will be less likely to buy at higher reading levels than at low reading levels. Independent-oriented consumers will be more likely to buy at higher reading levels than at low reading levels. 4) impulsive purchase tendency was positively correlated with impulsive buying behavior. The results show that retailers should be more focused on independent self-constructors, and in some situations that do not conform to the traditional consumption concept, we should pay attention to the consumption of associative self-constructors driven by independent self-constructors.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

【参考文献】