制度感知对中国物质主义消费价值观倾向的影响研究

发布时间：2018-01-31 16:11

本文关键词： 宏观营销物质主义消费价值观制度感知主流社会范式感知　出处：《华东理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来,世界范围内物质主义消费价值观倾向显著提高。中国作为经济发展较快的几个国家之一,物质主义消费价值观倾向也有大幅度提升。物质主义消费价值观倾向的提升引发的一系列消费行为、消费满意度、消费幸福感的变化从而引起了宏观营销学界的关注。“什么是物质主义消费价值观倾向”,“物质主义消费价值观倾向对个人和社会有何影响”,“什么原因导致了物质主义消费价值观倾向的上升?”等问题已成为宏观营销学界社会福利研究的重要支点。已有研究显示,物质主义消费价值观通常伴随着财富而存在,通过影响个人、社会的消费行为产生消极影响。从宏观营销角度来看,它会刺激个人的炫耀性消费行为,提高人们的物质生活水平期望,降低人们的消费者幸福感、生活满意度从而影响社会福祉。了解物质主义消费价值观倾向的前因变量从而适当控制社会的物质主义倾向水平,对于引导人们的消费行为,提高人们的生活满意度有着重要的作用。目前,营销学界关于物质主义消费价值观倾向的研究主要集中于后果变量研究、个人直接生活环境类前因变量研究,社会环境感知类前因变量研究较少。中国营销学界对于物质主义消费价值观的研究较少,无法为认识我国物质主义发展现状及其对消费者福利的影响提供参考,这增加了从社会层面引导人们物质主义消费价值观难度。本研究在回顾已有物质主义相关研究的基础上,对物质主义的定义和分类、消费领域物质主义倾向和物质主义消费价值观倾向的定义、消费领域物质主义倾向的前因变量、后果变量的相关研究进行了归纳梳理,说明宏观营销研究中物质主义倾向对消费者满意度、幸福感等相关研究问题的影响。并在此基础上提出研究中国物质主义消费价值观形成和发展的制度感知因素具有一定的可行性和必要性。此后,笔者通过实证分析方法检测物质主义消费价值观量表、制度感知因素测量量表“主流社会范式量表”在中国情境下的适用性,并建立了制度感知因素与物质主义消费价值观间的关系模型假设,在控制前因变量性别变量的情况下,检验中国社会背景下两构念间的关系,以此研究制度感知对物质主义消费价值观倾向的指导性作用,说明制度感知、物质主义消费价值观对人们生活满意度等宏观营销指标的影响。作者期冀通过本研究为进一步研究宏观营销领域中未来物质主义消费价值观、炫耀性消费、消费者幸福感、生活满意度等提供借鉴,同时也为相关部门有针对性地引导社会物质主义消费价值观,提升社会福利提供实践参考。
[Abstract]:In recent years, the trend of materialistic consumption values in the world has improved significantly. China is one of the countries with rapid economic development. Materialistic consumer value propensity also has a significant increase. Materialistic consumer value tendency led to a series of consumer behavior consumer satisfaction. The change of consumption happiness has aroused the attention of macroscopical marketing circles. "what is the tendency of materialistic consumption value" and "what influence does materialistic consumer value tendency have on individuals and society". "what causes the rise in materialistic consumer values? "and other issues have become an important fulcrum of social welfare research in macro marketing circles. Studies have shown that materialistic consumption values usually exist with wealth, through the influence of individuals. Social consumption behavior has a negative impact. From the perspective of macro marketing, it can stimulate individual conspicuous consumption behavior, improve people's expectations of material life, and reduce people's happiness. Life satisfaction will affect social well-being. Understanding the pre-dependent variables of materialistic consumer value orientation to properly control the level of social materialistic tendency can guide people's consumption behavior. To improve people's life satisfaction plays an important role. At present, the research on materialistic consumption value orientation in marketing circles mainly focuses on the study of outcome variables, personal direct living environment pre-dependent variables. There are few researches on the pre-dependent variables of social environment perception. There are few researches on materialistic consumption values in Chinese marketing circles, which can not provide a reference for understanding the current situation of materialistic development and its impact on consumer welfare in China. This makes it more difficult to guide people to the consumption values of materialism from the social level. This study reviews the existing research on materialism on the basis of the definition and classification of materialism. The definition of materialistic propensity and materialistic consumption value tendency in consumption field, the former dependent variable and consequence variable of materialistic tendency in consumption field are summarized and combed. Show that in the macro marketing research materialistic tendency to consumer satisfaction. On the basis of this, it is suggested that it is feasible and necessary to study the institutional perception factors of the formation and development of the consumption values of materialism in China. Through empirical analysis, the author examines the applicability of the materialistic consumption value scale and the institutional perception factor measurement scale, the mainstream Social Paradigm scale, in the Chinese context. The relationship between institutional perception factors and materialistic consumption values is established. Under the condition of controlling the sex variables of the pre-dependent variables, the relationship between the two constructs is tested in the context of Chinese society. This paper studies the guiding effect of institutional perception on materialistic consumption value tendency and explains institutional perception. The influence of materialistic consumption values on people's life satisfaction and other macro-marketing indicators. The author hopes to further study the future materialistic consumption values and conspicuous consumption in the field of macro marketing through this study. Consumer happiness, life satisfaction and so on to provide reference, but also for the relevant departments to guide the social materialism consumption values, improve social welfare to provide practical reference.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F126.1;F224

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