反向代际影响对消费者购买意愿的作用研究

发布时间：2018-04-08 16:35

本文选题：反向代际影响　切入点：感知价值　出处：《重庆工商大学》2015年硕士论文

【摘要】：本文研究的是反向代际影响通过感知价值对消费者购买意愿的作用,并分析权力距离和个体独立性在反向代际影响和感知价值之间的调节作用。反向代际影响是指中国家庭中年轻一代在消费行为方面对年长一代的影响[1],主要研究在消费行为方面反向代际影响通过哪些方面来体现,并分析其对消费者购买意愿的作用。在对反向代际影响、感知价值、权力距离、个体独立性和消费者购买意愿等相关文献进行回顾总结后,结合消费者社会化理论分析,提出了反向代际影响通过感知价值积极作用于消费者购买意愿,权力距离、个体独立性在这个影响过程中反向调节的研究假设,在提出假设的基础上建立了关于反向代际影响与消费者购买意愿的研究模型。本文将家庭生活中年长一代与年轻一代的消费行为作为研究对象,对家庭成员的消费行为进行调查与分析,建立反向代际影响对消费者购买意愿的作用模型,分析通过感知价值如何影响消费者购买意愿以及权力距离和个体独立性如何发挥调节作用,考虑到反向代际影响的独特视角,探讨如何在消费者和产品之间保持良好的联系。通过实证研究方法对假设进行检验,验证方法的可行性,以便能够较好地解释反向代际影响对消费者购买意愿的作用,为反向代际影响的理论和实践提出建议,同时又可以帮助企业更好地利用反向代际影响与消费者建立良好的关系。本文实证部分的主要结论如下:(1)沟通推荐、主动观察、消费体验作为反向代际影响的三种表现形式,通过感知价值对年长一代的购买意愿有着显著的正向影响,通过对这几方面的比较得出主动观察是更为有效的反向代际影响表现形式。(2)年长一代的权力距离越高、个体独立性越强,越削弱反向代际影响对年长一代购买意愿的作用程度。通过对研究模型的分析,验证了相关假设是否成立,说明了反向代际影响对消费者购买意愿的积极作用,以及权力距离和个体独立性发挥的调节作用。希望本文的研究可以为企业的营销管理策略有所帮助,以使企业能够更好地利用代际影响进行营销管理,从而能够更好地适应新的市场环境,并使产品具有竞争优势。
[Abstract]:This paper studies the effect of reverse intergenerational influence on consumers' willingness to buy through perceived value, and analyzes the role of power distance and individual independence in regulating the reverse intergenerational influence and perceived value.The reverse intergenerational influence refers to the influence of the younger generation on the older generation in the consumption behavior of Chinese family [1]. This paper mainly studies the aspects through which the reverse intergenerational influence is reflected in the consumer behavior, and analyzes its effect on the consumer's willingness to buy.After reviewing and summarizing the related literatures, such as reverse intergenerational influence, perceived value, power distance, individual independence and consumers' willingness to buy, this paper analyzes the theory of consumer socialization.This paper puts forward the research hypothesis that the reverse intergenerational influence plays a positive role on consumers' purchase intention, power distance and individual independence through perceived value in the process of reverse regulation.On the basis of hypotheses, the research model of reverse intergenerational influence and consumers' willingness to buy is established.In this paper, the consumption behavior of the middle-aged and the younger generation of family life is taken as the research object, the consumption behavior of the family members is investigated and analyzed, and the function model of the reverse intergenerational influence on the consumer's purchase intention is established.This paper analyzes how perceived value affects consumers' willingness to buy and how power distance and individual independence play a moderating role. Considering the unique perspective of reverse intergenerational influence, this paper discusses how to maintain a good relationship between consumers and products.In order to explain the effect of reverse intergenerational influence on consumers' willingness to buy, this paper makes some suggestions on the theory and practice of reverse intergenerational influence.At the same time, it can help enterprises to make better use of reverse intergenerational influence to establish a good relationship with consumers.The main conclusions of the empirical part are as follows: (1) Communication recommendation, active observation, consumption experience, as three forms of reverse intergenerational influence, have a significant positive impact on the purchase intention of the older generation through perceived value.Through the comparison of these aspects, it is concluded that active observation is a more effective manifestation of reverse intergenerational influence.) the higher the power distance, the stronger the individual independence and the weaker the effect of the reverse intergenerational influence on the purchasing intention of the older generation.Through the analysis of the research model, this paper verifies whether the relevant hypothesis is true or not, and explains the positive effect of the reverse intergenerational influence on consumers' willingness to buy, as well as the regulatory role of power distance and individual independence.It is hoped that the research in this paper can be helpful to the marketing management strategy of the enterprise, so that the enterprise can make better use of the intergenerational influence to carry on the marketing management, so that it can better adapt to the new market environment and make the products have the competitive advantage.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F274

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