情绪调节下的顾客非理性消费行为内在动因研究

发布时间：2018-04-13 03:01

本文选题：非理性消费行为 + 顾客需要　；参考：《沈阳工业大学》2015年硕士论文

【摘要】：随着科技进步，社会产品的日益丰富，顾客的非理性行为所占比重越来越大，是零售企业利润的重要来源，它已经成为一种不可以忽视的消费行为，并得到学术界的普遍关注。尽管大量研究探讨了外界刺激因素对非理性消费行为的作用，本研究认为顾客非理性消费行为是受到内在的、最本质的特殊顾客需要驱使而产生的不合理行为。此外，，情绪一直被认为是诱发顾客产生非理性消费行为的外部因素之一，本研究通过实证分析提出情绪可能在顾客需要与非理性消费行为的关系中扮演调节因素的角色。因此，通过对相关文献进行梳理，本研究提出相关研究假设，并构建了非理性消费行为概念模型、顾客需要与非理性消费行为关系的影响模型、情绪对顾客需要与非理性消费行为关系的作用机理模型。本研究通过问卷调查的方法验证所提出的假设及结构模型，得到416份有效数据，并结合SPSS20.0软件对所获得的数据进行探索性、验证性因子分析。使用AMOS20.0软件对数据进行多组分析后，得到以下结论：（1）通过开发非理性消费行为量表，本研究发现非理性消费行为是由冲动消费行为和盲目消费行为这两个较为相关含义却不同的维度共同构成。（2）顾客需要是引致非理性消费行为的根本动因。非理性消费行为是在顾客特殊需要的驱使下而产生的消费行为。（3）享乐型需要中的社交需要、释压需要是驱使顾客产生非理性消费行为的主要动因，实用型需要中的求廉需要对顾客非理性消费行为有重要影响。（4）情绪对特殊顾客需要与非理性消费行为的关系具有调节作用。其中，积极情绪能够强化社交需要、释压需要与非理性消费行为之间的关系，同时弱化求廉需要与非理性消费行为的关系；消极情绪使得求廉需要与非理性消费行为的关系加强，使得社交需要、释压需要与非理性消费行为的关系减弱。本研究丰富了顾客非理性消费行为方面的知识。为商家实施目标营销提出具体的指导建议，为新产品开发提供理论支持。
[Abstract]:With the development of science and technology, the increasing richness of social products and the increasing proportion of customers' irrational behavior, which is an important source of profit for retail enterprises, it has become a kind of consumption behavior that can not be ignored, and has been generally concerned by the academic circles.Although a large number of studies have explored the effects of external stimuli on irrational consumer behavior, this study argues that irrational consumer behavior is driven by intrinsic, most essential, special customer needs.In addition, emotion has always been considered as one of the external factors that induce customers to produce irrational consumption behavior. This study suggests that emotion may play a role in regulating the relationship between customer needs and irrational consumer behavior through empirical analysis.Therefore, by combing the relevant literature, this study puts forward the relevant research hypotheses, and constructs the concept model of irrational consumption behavior, the influence model of the relationship between customer needs and irrational consumption behavior.The mechanism model of relationship between emotion and customer needs and irrational consumption behavior.In this study, the hypotheses and structural models were verified by questionnaire, and 416 valid data were obtained, and the data were analyzed by exploratory and confirmatory factor analysis combined with SPSS20.0 software.After using AMOS20.0 software to carry on the multi-group analysis to the data, the following conclusions are obtained:1) through the development of irrational consumption behavior scale, this study found that irrational consumption behavior is composed of impulsive consumption behavior and blind consumption behavior, which have different meanings.2) customer needs are the basic motivation of irrational consumption behavior.Irrational consumption behavior is driven by the special needs of customers.3) the social needs of hedonic needs, the pressure relief needs are the main motivation to drive customers to produce irrational consumption behavior, and the demand for low price in practical needs has an important impact on customers' irrational consumption behavior.(4) emotion can regulate the relationship between special customer needs and irrational consumption behavior.Among them, the positive emotion can strengthen the social need, relieve the pressure need and the relationship between the irrational consumption behavior, at the same time weaken the relationship between the demand for the cheap and the irrational consumption behavior;The negative emotion strengthens the relationship between the demand for honesty and irrational consumption behavior, and weakens the relationship between social needs, pressure relief needs and irrational consumption behaviors.This study enriches the knowledge of customers'irrational consumption behavior.It provides specific guidance and suggestions for merchants to implement target marketing, and provides theoretical support for the development of new products.
【学位授予单位】：沈阳工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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