消费者矛盾态度对网购决策的影响研究

发布时间：2018-11-02 19:14

【摘要】：消费者对产品的正面态度和负面态度在日常生活中同时存在,这种矛盾性在不需要做出选择的时候,并不会给消费者带来困扰。然而,在购买过程中,强烈的态度矛盾性会让消费者不知如何做出购买决策。那么消费者在进行网络购物时,其矛盾态度对购买决策到底有什么影响?是受什么心理因素影响、如何做出购买决策的?心理距离作为消费者决策过程中的一个重要变量,消费者矛盾态度对心理距离是否有影响?这些问题,必须要从消费者矛盾态度角度和消费者心理距离角度来展开分析研究。本文在以往研究的基础上,探索性研究了网购情形下,消费者矛盾态度与心理距离和购买决策之间的关系,并结合解释水平理论,对心理距离的三个维度对网购决策的影响进行研究。采用实验设计方法,通过模拟网络购物情境,探究变量之间的影响关系。运用统计分析软件SPSS19.0对实验数据进行处理。得到主要结论有:(1)消费者对商品的矛盾态度越强烈,感知心理距离越遥远,消费者对商品的矛盾态度减弱,感知心理距离也随之拉近,从而影响他们的购买决策。对购买商品矛盾态度比较高的消费者难以做出购买决策,所以购买行为发生的可能性较小,而对购买商品矛盾态度比较低的消费者就不会有这种困扰,其购买行为发生的可能性较大。(2)消费者心理距离的时间距离维度和感知到的商品信息解释水平一起对消费者网购决策产生影响,当时间距离远近和商品信息解释水平高低相匹配时,这种影响才显著。消费者心理距离的社会距离维度也满足以上规律,当社会距离远近和商品信息解释水平高低相匹配时,这种影响才显著。在消费者心理距离的空间距离维度实验研究中,我们发现,空间距离的影响,不符合上述规律的。实验结果表明,近的地理位置在消费者的消费观念中仍然有明显的偏好,在空间距离为近或远的时候,高解释水平信息对消费者网购决策有促进作用,消费者更有可能实现购买,但是与低解释水平的网购决策差异不明显。
[Abstract]:The positive and negative attitudes of consumers to products exist simultaneously in daily life. This contradiction does not bother consumers when there is no need to make choices. However, in the purchase process, the strong ambivalence will leave consumers at a loss as to how to make purchase decisions. So when consumers do online shopping, what influence does their contradictory attitude have on purchasing decisions? What psychological factors are affected and how do you make purchase decisions? Psychological distance as an important variable in the process of consumer decision-making, consumer ambivalence attitude has an impact on psychological distance? These problems must be analyzed and studied from the angle of consumer's ambivalent attitude and consumer's psychological distance. On the basis of previous studies, this paper explores the relationship between consumers' ambivalent attitudes, psychological distance and purchase decision in the case of online shopping, and combines with the theory of interpretation level. The influence of three dimensions of psychological distance on online shopping decision was studied. In this paper, the experimental design method is used to explore the relationship between variables by simulating the online shopping situation. The statistical analysis software SPSS19.0 is used to process the experimental data. The main conclusions are as follows: (1) the stronger the consumer's contradictory attitude to the commodity, the more distant the perceived psychological distance, the weaker the consumer's ambivalent attitude towards the commodity, and the closer the perceived psychological distance, thus affecting their purchasing decision. It is difficult for consumers who have a high attitude towards purchasing commodities to make purchase decisions, so buying behavior is less likely to occur, while consumers who have a relatively low attitude towards purchasing commodities will not have this kind of trouble. (2) the time distance dimension of consumers' psychological distance and perceived level of commodity information interpretation together have an impact on consumers' online shopping decisions. When the distance between time and the level of commodity information interpretation is matched, the effect is significant. The social distance dimension of consumers' psychological distance also satisfies the above rules. When the social distance is matched with the level of commodity information interpretation, the influence is significant. In the experimental study of the spatial distance dimension of consumer's psychological distance, we find that the influence of spatial distance does not accord with the above rule. The experimental results show that the geographical location still has obvious preference in the consumer's consumption concept. When the space distance is close or far, the high level of explanation information can promote the consumer's online shopping decision. Consumers are more likely to make purchases, but there is no significant difference from low-interpretation online shopping decisions.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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