金钱的自豪和惊喜标签对产品多样性寻求行为的影响
发布时间：2018-07-17 08:48
【摘要】：通过相关文献的梳理和对情绪账户与评价倾向框架理论的分析,研究相同效价的两种具体积极情绪账户——贴有自豪标签的金钱和贴有惊喜标签的金钱——对消费者产品多样性寻求行为的影响关系,探讨消费预算范围的中介作用,并运用单因素方差分析和Bootstrap分析方法对假设进行检验。研究结果表明,获得贴有自豪标签金钱的消费者的感知金钱重要性高于获得贴有惊喜标签金钱的消费者的感知金钱重要性。获得贴有惊喜标签金钱的消费者比获得贴有自豪标签金钱的消费者的消费预算范围更大,因此他们更加愿意从事产品多样性寻求行为。同时,消费预算范围在贴有惊喜标签金钱对产品多样性寻求行为影响之间扮演中介作用。
[Abstract]:Through the relevant literature combing and the analysis of emotional account and evaluation tendency framework theory, To study the relationship between two specific positive emotion accounts with the same titer-money with pride labels and money with surprise labels-on consumer product diversity seeking behavior, and to explore the intermediary role of consumer budget scope. Single factor variance analysis and bootstrap analysis are used to test the hypothesis. The results show that the perceived importance of money is higher than that of consumers who receive money labeled with pride as compared with that of consumers who receive money with surprise labels. Consumers who receive a surprise label money have a larger spending budget than those who receive a proud money tag, so they are more willing to engage in product diversity seeking behavior. At the same time, the scope of the consumer budget plays an intermediary role in the impact of money on product diversity seeking behavior with a surprise label.
【作者单位】： 辽宁工程技术大学营销管理学院;
【基金】：辽宁省社会科学规划项目“情绪账户对消费者产品购买行为影响机制研究:基于自我扩张理论的视角”(L16DGL008) 阜新县社会科学研究项目“阜新市旅游产品平面广告传播效果眼动研究”(2017FS11X026)
【分类号】：C912.6;C913.3
，
本文编号：2129871
[Abstract]:Through the relevant literature combing and the analysis of emotional account and evaluation tendency framework theory, To study the relationship between two specific positive emotion accounts with the same titer-money with pride labels and money with surprise labels-on consumer product diversity seeking behavior, and to explore the intermediary role of consumer budget scope. Single factor variance analysis and bootstrap analysis are used to test the hypothesis. The results show that the perceived importance of money is higher than that of consumers who receive money labeled with pride as compared with that of consumers who receive money with surprise labels. Consumers who receive a surprise label money have a larger spending budget than those who receive a proud money tag, so they are more willing to engage in product diversity seeking behavior. At the same time, the scope of the consumer budget plays an intermediary role in the impact of money on product diversity seeking behavior with a surprise label.
【作者单位】： 辽宁工程技术大学营销管理学院;
【基金】：辽宁省社会科学规划项目“情绪账户对消费者产品购买行为影响机制研究:基于自我扩张理论的视角”(L16DGL008) 阜新县社会科学研究项目“阜新市旅游产品平面广告传播效果眼动研究”(2017FS11X026)
【分类号】：C912.6;C913.3
，
本文编号：2129871
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