文化认同对大学生手机购买意愿影响的研究

发布时间：2018-05-20 07:13

本文选题：文化认同 + 大学生　；参考：《河北大学》2017年硕士论文

【摘要】：随着对文化认同研究的深入,学者们从各个角度分析研究了文化认同对人们心理和行为所起到的特殊作用。营销理论已经阐明,文化是影响人的欲望和行为的最为基础的决定因素,目前,对于文化认同的研究主要从其内涵、性质、作用和功能、形成机制等方面,以及其对文化传播、经济教育方面的影响来展开的,而对消费者行为的探索还很匮乏,特别是以智能手机这一有创造性意义的商品为基础的研究非常缺乏。本文在查阅大量国内外相关文献的基础上,以文化和消费者心理理论为切入点,就文化认同与购买意愿的关系进行了实证研究。首先,本文通过对相关文献的阅读,进行了文化认同和购买意愿二者的相关理论和模型综述;然后,依据相关研究成果和本研究实际做了相关变量的概念界定,划出文化认同的三个维度:认知性文化认同,情感性文化认同和评价性文化认同。并构建了以文化认同三维度为自变量、以主观规范为中介变量的购买意愿研究模型,根据研究模型提出了研究假设。接着,根据国内外学者相关研究的成熟量表,制定形成本研究问卷,并确定问卷发放对象。然后利用回收的数据,通过信度分析、效度分析确定问卷的可靠性和有效性,并通过相关分析和回归分析验证了各个假设。研究结果显示:认知性文化认同,情感性文化认同,评价性文化认同都对购买意愿有显著的正向影响。本次研究的创新点在于将研究对象限定在了手机和大学生两个有特定明显特征的研究对象,对于现实的指导价值更明确。
[Abstract]:With the deepening of the study of cultural identity, scholars have analyzed and studied the special role of cultural identity on people's psychology and behavior from various angles. Marketing theory has stated that culture is the most basic determinant of human desire and behavior. At present, the study of cultural identity is mainly based on its connotation, nature, function and function, forming mechanism, and its communication to culture. The impact of economic education, however, is lacking in the exploration of consumer behavior, especially the lack of research based on smartphones as a creative commodity. On the basis of consulting a large number of relevant literature at home and abroad, this paper makes an empirical study on the relationship between cultural identity and purchase intention based on the theory of culture and consumer psychology. Firstly, this paper reviews the theories and models of cultural identity and purchase intention through the reading of relevant literature. Then, it defines the concept of relevant variables according to the relevant research results and the practice of this study. There are three dimensions of cultural identity: cognitive cultural identity, emotional cultural identity and evaluative cultural identity. A study model of purchase intention based on the three-dimensional degree of cultural identity as independent variable and subjective norm as intermediary variable is constructed, and the research hypothesis is put forward according to the research model. Then, according to the mature scale of scholars at home and abroad, form the questionnaire, and determine the target of the questionnaire. Then, the reliability and validity of the questionnaire are determined by reliability analysis and validity analysis, and each hypothesis is verified by correlation analysis and regression analysis. The results show that cognitive cultural identity, affective cultural identity and evaluative cultural identity have significant positive effects on purchase intention. The innovation of this study is that the research object is limited to the mobile phone and college students with specific characteristics of the research object, the guiding value of the reality is more clear.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

【参考文献】