感知价值对消费者冲动性购买行为影响研究

发布时间：2018-10-08 15:42

【摘要】：随着社会经济的稳步发展、信用卡消费的激增和消费观念的转变,消费者的消费方式也在不断变化。一方面,消费者不再停滞于单纯追求高性价比的阶段,而日益强调对消费过程、服务、情感的重视;另一方面,随着生活节奏的加快,消费者没有更多的时间与精力用在购物决策过程中,日益追求购物的便利与快捷。冲动性购买行为作为一种趋于普遍的购买行为,其在零售业中占据越来越高的比例,甚至达到某些产品购买量的80%。冲动性购买行为一直是消费者行为研究领域中学者们关注和研究的热点,更是尚待深入探讨的焦点问题之一。以往对于消费者冲动性购买行为的研究范式多为探究个体特征、产品属性与促销等单一因素对其的静态影响,鲜见从整体的购物决策过程角度建立广泛认可的消费者冲动性购买行为动态决策机制模型,尤其国内学者对于消费者冲动性购买行为的实证研究尚比较匮乏,这极大地限制了人们对冲动性购买行为的理解。为此,本研究前期采用探索性研究方式来挖掘消费者冲动性购买行为的影响因素,并构建了由感知价值、情绪、面子威胁与消费者冲动性购买行为在内的理论模型。通过调查问卷的形式对研究问题进行数据收集,问卷共计450份,收回418份,有效问卷397份,并对模型中各个变量及维度之间的相互关系进行验证,本研究以感知价值为视角,探讨其对消费者冲动性购买行为的影响机制,并解释了面子威胁和情绪在其中的作用。通过实证分析结果,表明消费者感知价值的三个维度(功能价值、情感价值、感知成本)均对主、客观冲动性购买行为具有显著的正向影响作用;消费者的愉悦情绪在此影响关系中具有中介作用;另外,面子威胁在此影响中具有正向调节作用。本文主要由四个部分组成,各部分主要内容如下:第一,首先对本研究的研究背景进行了介绍,在此基础上提出了本文所要研究的问题,即对消费者冲动性购买行为影响机制的探讨。第二,对以往的研究进行了梳理和总结,包括消费者冲动性购买行为、感知价值、情绪、面子威胁的概念界定、特征和测量等。然后阐述采用探索性研究对消费者冲动性购买行为的影响因素进行识别的过程,即提炼出感知价值、情绪与面子威胁等变量,并对各个因素及其之间的关系进行理论分析,在此基础上形成本研究的理论模型及研究假设。第三,阐述了各变量的测量量表,通过借鉴现有量表及专家意见形成本文的最终调查问卷,对所收集数据进行处理,验证面子威胁的调节作用与情绪的中介作用,并对分析结果进行详细讨论。第四,根据实证分析结果提出本研究的研究结论、理论贡献与管理启示,以及研究局限性与未来研究展望。
[Abstract]:With the steady development of social economy, the increase of credit card consumption and the change of consumption concept, the consumption mode of consumers is also changing. On the one hand, consumers are no longer stuck in the stage of simply pursuing high performance-to-price ratios, but increasingly emphasizing the importance of consumer processes, services, and emotions; on the other hand, as the pace of life accelerates, Consumers do not have more time and energy to spend in the shopping decision-making process, increasingly seeking convenience and speed of shopping. As a kind of universal purchase behavior, impulsive purchase behavior occupies a higher and higher proportion in the retail trade, and even reaches 80% of the purchase amount of some products. Impulsive buying behavior has always been the focus of attention and research in the field of consumer behavior research, and it is one of the focus issues that need to be deeply discussed. In the past, the research paradigm of consumer impulsive purchase behavior is to explore individual characteristics, and the static influence of single factors, such as product attributes and sales promotion, on it. It is rare to establish a widely accepted dynamic decision-making mechanism model of consumer impulsive purchase behavior from the perspective of the whole shopping decision-making process, especially the empirical research on consumer impulsive purchase behavior by domestic scholars is still relatively scarce. This greatly limits people's understanding of impulsive buying behavior. Therefore, this study used exploratory research to explore the influencing factors of consumer impulsive purchase behavior, and constructed a theoretical model of perceived value, emotion, face threat and consumer impulsive purchase behavior. In this study, 450 questionnaires were collected, 418 were collected, 397 valid questionnaires were collected, and the relationships between variables and dimensions in the model were verified. This paper discusses the mechanism of its influence on consumers' impulsive buying behavior and explains the role of face threat and emotion in it. The results of empirical analysis show that the three dimensions of consumer perceived value (functional value, emotional value, perceived cost) have a significant positive effect on subjective and objective impulsive purchase behavior. In addition, face threat plays a positive role in the influence. This paper is composed of four parts. The main contents are as follows: first, the research background of this study is introduced, and then the problems to be studied in this paper are put forward. That is to explore the influence mechanism of consumer impulsive purchase behavior. Secondly, it summarizes the previous studies, including consumer impulsive purchase behavior, perceived value, emotion, face threat concept definition, characteristics and measurement. Then the paper expounds the process of identifying the influencing factors of consumers' impulsive purchase behavior by exploratory research, that is, abstracting the variables such as perceived value, emotion and face threat, and makes a theoretical analysis of each factor and its relationship. On this basis, the theoretical model and research hypothesis of this study are formed. Thirdly, the measurement scale of each variable is expounded. The final questionnaire of this paper is formed by referring to the existing scales and expert opinions, and the collected data are processed to verify the mediating effect of face threat and emotion. The analysis results are discussed in detail. Fourth, according to the results of empirical analysis, the research conclusions, theoretical contributions and management implications, as well as research limitations and future research prospects.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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