情绪对消费者媒体选择多样化寻求行为影响的实证研究

发布时间：2020-08-11 23:28

【摘要】：Variety seeking behavior is a widely discussed and researched topic in marketing. Numerous explanations and models (stochastic or determinant models) have been proposed to study variety seeking behavior in different markets. However, variety seeking research is typically focused on consumer products, especially supermarket product. In this article, the author studies the variety seeking behavior in the context of media choice, the alternatives of which have been largely exploded in recent years. Using a novel data set on a group of representative consumers'reported media choices and emotions over time, the author adopts an autoregressive logistic choice model to explore the impact of emotion on two types of media choice variety seeking, that is, the vertical variety seeking (state dependence) and the horizontal variety seeking (media multitasking which is an increasingly common behavior). The proposed model allows us to capture simultaneously these two types of variety seeking and how emotions affect consumer subsequent variety seeking behavior in a media choice context. The parameters are estimated through a Bayesian approach, and these estimates enable the author to validate the existing findings about the relationship between emotion and variety seeking, most of which are established by laboratory experiments. Through this research, we first confirm the traditional views about the influence of emotions on media choice. For example, positive emotion tends to promote TV and Radio exposure, while it seems to discourage Print reading. More details will be provided in chapter four. Furthermore, some significant emotional influence patterns are found for vertical variety seeking and horizontal variety seeking across four types of media. Chapter one first gives a general introduction on the status quo of media choice, simply introduces the traditional views on media choice and emotion, and briefly explains what is variety seeking behavior and on what grounds people seek variety. Then, media multitasking which is defined as the horizontal variety seeking in this study is introduced and further explained, including the current prevalence of the media multitasking phenomenon. Finally, the research objective and content is elaborated at the end of this chapter. Chapter two reviews the relevant literature and position of this study in relation to the previous work. Since the objective of this research is to develop a model to study the impact of emotion on the variety seeking in the media choice context, the literature review is discussed in two directions. First, the research on studying what affects variety seeking is reviewed, and the work focusing on the influence of emotion on variety seeking is further elaborated. Second, previous variety seeking models are presented. The empirical study is presented in the Chapter three. First, the model derivation is developed in detail. Next, the model implementation is discussed. Then, parameter estimates and research methods are introduced. Finally, several models are compared. In Chapter four, the proposed model is applied to a self-report data set on consumer media choices and emotions over time, data description and preliminary data analysis are shown in this part. Finally, the parameter estimates are discussed and explained. The last Chapter concludes this thesis. The limitation, possible managerial implications and future research direction are discussed
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：C93

【引证文献】