消费者态度与产品类别对冲动购买的影响

发布时间：2018-03-14 07:26

本文选题：消费者态度　切入点：产品类别　出处：《华中科技大学》2009年硕士论文　论文类型：学位论文

【摘要】： 对于我国来说,由于对消费者行为的研究起步较晚,关于我国消费者冲动性购买行为的研究比较少,而直接使用国外的研究成果又存在许多问题,因此,根据已有的冲动购买理论,有必要对我国消费者进行实证研究。有研究表明消费者态度在消费者形成购买意愿时起着先入为主的作用,态度上的赞同易于产生积极的购买意愿;产品自身所表现的属性是消费者采取购买行为最主要的动力,对产品属性的评价是影响消费者购买意愿的最直接和主要的因素。本研究将主要探讨消费者态度与产品类别对冲动性购买这一特殊消费行为的影响。本文将比较分析持不同消费态度的消费者遇到不同类别的产品时,冲动性购买水平是否有差异。在理论分析的基础上提出了本研究的假设,并通过实证研究进行验证,得出的基本结论是:女性偏重于持情绪性消费态度,而男性偏重于持实用性消费态度;持情绪性消费态度的消费者比持实用性消费态度的消费者更容易冲动性购买;当遇到一件享乐属性的产品时,持情绪性消费态度的消费者比持实用性消费态度的消费者更冲动;当遇到一件功能属性的产品时,持实用性消费态度的消费者不比持情绪性消费态度的消费者更冲动;持情绪性消费态度的人遇到一件具有享乐属性的产品时比遇到一件具有功能属性的产品时表现得更冲动;持实用性消费态度的人遇到一件具有功能属性的产品时不比遇到一件具有享乐属性的产品时表现得更冲动。
[Abstract]:For our country, because the research on consumer behavior started relatively late, the research on consumer impulsive purchase behavior in our country is relatively few, and there are many problems in the direct use of foreign research results, therefore, According to the existing impulse purchase theory, it is necessary to do empirical research on Chinese consumers. Some studies have shown that consumer attitudes play a preconceived role in forming consumers' willingness to buy, and approval of attitudes tends to produce positive purchasing intentions; the attributes of the products themselves are the main driving force for consumers to take purchase behavior. The evaluation of product attributes is the most direct and main factor influencing consumers' purchase intention. This study will mainly explore the influence of consumer attitude and product category on impulsive purchase, a special consumption behavior. When consumers with different consumption attitudes encounter different categories of products, Whether there is a difference in the level of impulsive buying. On the basis of theoretical analysis, the hypothesis of this study is put forward and verified by empirical research. The basic conclusions are as follows: women stress on emotional consumption attitude, while men focus on practical consumption attitude; Consumers with emotional consumption attitude are more likely to buy impulsively than consumers with practical consumption attitude, and consumers with emotional consumption attitude are more impulsive than consumers with practical consumption attitude when they encounter a hedonic product. When a functional product is encountered, consumers with a practical consumption attitude are not more impulsive than those with an emotional consumption attitude. People with emotional consumption attitude are more impulsive when they encounter a product with hedonic property than when they encounter a product with functional property. People with a practical consumer attitude are no more impulsive when they encounter a functional product than a product with a hedonic property.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F014.5

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