不同动机下的自我赠礼行为与购后满意度关系研究

发布时间：2018-05-06 19:09

本文选题：奖励型自我赠礼 + 治疗型自我赠礼　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：目前,在工作压力大、生活节奏快等的时代背景下,自我赠礼正逐渐成为人们生活中一种重要的消费方式。顾名思义,“自我赠礼”即为送礼物给自己,消费者往往会在各种不同的动机下进行自我赠礼行为,例如有成就感时、心情低落时、节日来临时、感到压力时等。已经有许多的学者对自我赠礼行为进行了研究,但目前有的关于自我赠礼行为的研究大都集中于对消费者自我赠礼购前行为的研究,而关于自我赠礼购后行为的研究比较少。本文选取了两种最为常见的自我赠礼行为(奖励型自我赠礼、治疗型自我赠礼),研究两种不同动机的自我赠礼行为如何通过情绪反应(快乐情绪、罪恶感情绪)影响到消费者自我赠礼的购后满意度,并验证消费者的特质性调节定向如何在两种不同动机的自我赠礼与情绪之间起到调节作用,消费者的特质性调节定向如何在两种不同的情绪反应与自我赠礼购后满意度之间起到调节作用。本研究采用情景模拟法来模拟两种不同动机的自我赠礼行为,采用大学生作为实验对象获取实验数据,然后使用SPSS软件对数据进行分析以验证提出的研究假设,实证分析中使用的分析方法包括独立样本T检验、回归分析、两因素方差分析、分组回归分析等分析方法,最终本文提出的假设全部得到验证。本研究深入探讨了两种不同动机下的自我赠礼行为如何通过情绪反应影响到消费者自我赠礼购后满意度,并将消费者社会比较倾向与特质性调节定向作为调节变量加入到研究模型中,在理论上为消费者自我赠礼的购后行为研究领域做出贡献,在实践上为企业或商家提供了营销策略与建议。
[Abstract]:At present, under the background of high work pressure and fast pace of life, self-gift is becoming an important consumption way in people's life. As the name implies, "self-gift" is to give a gift to oneself, the consumer often carries on the self-gift behavior under each kind of different motive, for example, when has the achievement feeling, when the mood is low, when the holiday comes, feels the pressure and so on. Many scholars have studied self-gift behavior, but some researches on self-gift behavior are mostly focused on the pre-purchase behavior of consumers, but there are few studies on self-gift behavior after self-gift purchase. In this paper, two most common self-gift behaviors (reward self-gift, therapeutic self-gift) were selected to study how two self-gift behaviors with different motivations respond by emotion (happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion). Guilt emotion) affects the consumer's satisfaction after purchase of self-gift, and verifies how the characteristic regulation orientation of consumer plays a regulating role between two kinds of self-gift with different motivation and emotion. How does the characteristic regulation orientation of consumers play a regulatory role between two different emotional responses and satisfaction after self-gift purchase. This study uses situational simulation method to simulate two kinds of self-gift behavior with different motivation, and uses college students as experimental objects to obtain experimental data, and then uses SPSS software to analyze the data to verify the proposed research hypothesis. The analytical methods used in empirical analysis include independent sample T-test regression analysis two-factor ANOVA grouping regression analysis and so on. Finally all the hypotheses proposed in this paper have been verified. This study explored how two different motivations of self-gift behavior affect consumers' satisfaction after self-gift purchase through emotional response. And the social comparative tendency of consumers and the orientation of characteristic regulation are added to the research model, which can contribute to the research field of consumer self-gift postpurchase behavior theoretically. In practice for enterprises or businesses to provide marketing strategies and suggestions.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B849;F713.55

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