面子得失对消费者冲动购买影响的实证研究

发布时间：2018-03-11 04:26

本文选题：面子　切入点：面子观　出处：《北京邮电大学》2015年硕士论文　论文类型：学位论文

【摘要】：面子对于中国人的社交活动非常重要,对于中国人的消费也有着显著的影响,比如炫耀性消费和身份消费。一方面,面子的得与失都会导致消费者情绪,消费者品牌偏好的变化。大多数的研究倾向于关注面子损失,而很少有学者关注面子获得对消费者的影响。另一方面,冲动购买的研究一直是营销领域的焦点,专家学者从外因、内因、文化因素等不同角度研究冲动购买,但很少有学者从面子的角度考虑消费者冲动购买的行为。本文的主题是研究面子得失对冲动购买行为影响。本研究的目的是为了验证面子得失对于冲动购买的影响,以及定位情绪是否是其中的中介因素。面子获得会给消费者带来愉悦和唤起的心情,从而导致消费者冲动购买行为,而面子损失是否会给消费者带来负面的情绪,消费者为了弥补内心,产生冲动购买行为,这时冲动购买就变成了一种自我赠礼的行为。另外,本研究还将验证面子观在消费者面子得失与消费者情绪之间的调节作用,以及自尊在面子得失与冲动购买行为之间的调节作用。通过最终的数据分析结果和研究证明了部分假设。面子获得和损失会导致消费者情绪的变化,面子获得导致积极的情绪,面子损失导致消极的情绪,但只有面子获得会导致冲动购买倾向,面子损失对冲动购买没有影响。面子观在情绪和面子获得之间起到调节的作用,一个人面子观越重,在面子获得后,产生的情绪更积极。另外自尊被证明是面子获得和冲动购买之间的调节因素。,自尊低的消费者在面子获得后,比自尊高的消费者产生的情绪更为正向。最后,本文对研究的理论和实践意义进行总结,指出本研究的局限性并对未来的研究方向和抽样方式提出建议。
[Abstract]:Face is very important for Chinese social activities and has a significant impact on Chinese consumption, such as conspicuous consumption and status consumption. On the one hand, both gain and loss of face can lead to consumer sentiment. Most studies tend to focus on face loss, while few scholars pay attention to the impact of face acquisition on consumers. On the other hand, impulse buying has always been the focus of the marketing field. Experts and scholars study impulse buying from different angles, such as external cause, internal cause and cultural factor, but few scholars consider the behavior of consumer impulse purchase from the angle of face. The theme of this paper is to study the influence of face gain and loss on impulse purchase behavior. The purpose of this study is to verify the impact of face loss on impulse buying and to determine whether emotion is the intermediary factor. Face gain will bring pleasure and arousal to consumers, which will lead to impulse buying behavior. And whether face loss will bring negative feelings to consumers, in order to make up for their hearts and create impulsive buying behavior, impulse buying becomes a kind of self-giving behavior. In addition, This study will also verify the regulatory role of face view between face gain and loss and consumer sentiment, and the role of self-esteem between face gain and loss and impulse purchase behavior. Through the final data analysis results and studies, some hypotheses have been proved. Face gain and loss will lead to changes in consumer sentiment, face gain will lead to positive emotion, face loss will lead to negative emotion. But only face gain will lead to impulse purchase tendency, face loss has no effect on impulse purchase. Face view plays a regulating role between emotion and face gain. Moreover, self-esteem has been proved to be the regulatory factor between face acquisition and impulse buying. Consumers with low self-esteem have more positive emotions than those with high self-esteem after gaining face. Finally, this paper summarizes the theoretical and practical significance of the study, points out the limitations of this study and puts forward some suggestions for the future research direction and sampling method.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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