混合情绪对消费者犹豫与负向购买意愿影响研究

发布时间：2018-05-28 21:39

本文选题：混合情绪 + 犹豫　；参考：《东北财经大学》2014年硕士论文

【摘要】：近年来,消费情绪引起了学术界的极大关注。许多学者指出,消费者的决策行为其实是基于当下的情绪所致,即使是高度理性的消费者在受到情绪的影响后,其决策也可能受到情绪因素的影响。然而对于消费情绪的研究主要集中在纯粹情绪的探讨上,忽视了混合情绪的存在及其对消费者行为的影响,本文引入混合情绪的概念,揭示混合情绪与负向购买意愿的关系。当消费者同时体验到正面情绪和负面情绪时,人们对负面信息更加关注,印象更为深刻,且负面情绪对人们的影响也会更大(ItoOliver,1991；Oliver,1993)。依据行为经济学中的展望理论,损失给人带来的不快(负效应)要比同样数量的赢得所带来的快乐要大。因此消费者在购物过程中经历混合情绪时,负向购买意愿更强。当消费者经历混合情绪时,可能会产生购买犹豫,并降低购买意愿。而且,一方面,竞争者吸引力可能会影响负向购买意愿；另一方面,竞争者吸引力可能会干扰购买犹豫和负向购买意愿的关系。基于这种推断,本文在混合情绪和负向购买意愿关系中引入两个变量并进行实证检验：一是消费者购买犹豫的中介作用,二是竞争者吸引力的调节作用。零售消费者为本文的研究对象,通过对百货商店和超市的消费者进行问卷调查,利用SPSS21软件对收集的数据进行分析。本文得出的主要结论有： (1)混合情绪对消费者犹豫有显著的正向影响,其中正面情绪主导混合情绪对消费者犹豫有显著的正向影响；负面情绪主导的混合情绪对消费者犹豫有显著的正向影响。 (2)消费者犹豫对负向购买意愿有显著的正向影响。 (3)混合情绪对负向购买意愿有显著的正向影响,其中正面情绪主导混合情绪对负向购买意愿有显著的正向影响；负面情绪主导的混合情绪对负向购买意愿有显著的正向影响。 (4)犹豫在混合情绪与负向购买意愿的关系中起部分中介作用。 (5)竞争者吸引力对负向购买意愿有显著的正向影响。 (6)竞争者吸引力在消费者犹豫与负向购买意愿的关系中不具有调节作用。
[Abstract]:In recent years, consumer sentiment has aroused great concern in academia. Many scholars have pointed out that consumers' decision-making behavior is actually caused by the current emotion, even if the highly rational consumers are affected by the emotion, their decisions may also be affected by the emotional factors. However, the study of consumer emotion mainly focuses on pure emotion, neglecting the existence of mixed emotion and its influence on consumer behavior. This paper introduces the concept of mixed emotion to reveal the relationship between mixed emotion and negative purchase intention. When consumers experience both positive and negative emotions, people pay more attention to negative information, are more impressed, and negative emotions have a greater impact on people. According to the theory of outlook in behavioral economics, loss brings more unhappiness than winning in the same amount. Therefore, consumers experience mixed emotions in the process of shopping, negative purchase willingness is stronger. When consumers experience mixed emotions, they may be hesitant and less willing to buy. Moreover, on the one hand, the attractiveness of competitors may affect the willingness to buy negatively; on the other hand, the attractiveness of competitors may interfere with the relationship between hesitant and negative purchase intentions. Based on this inference, this paper introduces two variables into the relationship between mixed emotion and negative willingness to buy, and carries out an empirical test: one is the intermediary role of consumers' hesitation in buying, the other is the regulatory role of competitors' attractiveness. Retail consumers as the object of this paper, through the survey of department stores and supermarket consumers, using SPSS21 software to analyze the data collected. The main conclusions of this paper are as follows: (1) mixed emotions have significant positive effects on consumer hesitancy, in which positive emotion-dominated mixed emotions have significant positive effects on consumer hesitancy, and negative emotion-dominated mixed emotions have significant positive effects on consumer hesitancy. Consumer hesitation has a significant positive effect on negative purchasing willingness. 3) mixed emotion has significant positive influence on negative purchase intention, in which positive emotion dominates mixed emotion has significant positive effect on negative purchase intention, and negative emotion dominates mixed emotion has significant positive effect on negative purchase intention. Hesitancy plays an intermediary role in the relationship between mixed emotion and negative purchase intention. 5) the attractiveness of competitors has a significant positive effect on the negative purchase intention. Competitor attractiveness does not play a role in the relationship between consumer hesitation and negative purchase intention.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.55

【参考文献】