人际关系对礼品消费决策影响的研究

发布时间：2018-11-20 16:06

【摘要】：研究人际关系在消费者购买礼品时对产品属性的偏好和卷入度的影响,礼品的属性包括品牌、价格、功能和质量;卷入度包括象征性、重要性和时间性3个维度.以浙江嘉兴市1所成人培训学校的330名学员为研究对象,回归分析结果揭示:人际关系的情感依恋关系在消费者购买礼品时对产品质量、功能和品牌偏好都具有显著的负向影响,而对礼品购买卷入度的象征性和重要性因子具有显著的正向影响;企业可以选择情感依恋程度的高低作为产品和品牌定位的基础.人际关系的生活卷入关系对产品的质量、功能和价格,以及象征性和时间因子都具有显著的正向影响;工作顺从关系对消费者功能、品牌和价格偏好,以及时间因子都具有显著的正向影响.现代人际关系多元化理性化背景下,笼统地研究人际关系的影响是无解的,必须区分不同的人际关系内容进行求解.
[Abstract]:This paper studies the influence of interpersonal relationship on the preference and involvement degree of product attributes when consumers buy gifts. The attributes of gifts include brand, price, function and quality, and involvement includes three dimensions: symbolism, importance and timeliness. A total of 330 students from an adult training school in Jiaxing, Zhejiang Province, were studied. The results of regression analysis showed that the emotional attachment of interpersonal relationships had a positive effect on the quality of products when consumers bought gifts. Both function and brand preference have a significant negative impact, while the symbolic and importance factors of the degree of involvement in the purchase of gifts have a significant positive impact; Enterprises can choose the level of emotional attachment as the basis of product and brand positioning. Life involvement in interpersonal relationships has a significant positive impact on product quality, function and price, as well as symbolic and time factors; Job compliance has significant positive effects on consumer function, brand and price preference, and time factors. Under the background of rationalizing modern interpersonal relationship, it is unsolvable to study the influence of interpersonal relationship in general, so it is necessary to distinguish different contents of interpersonal relationship to solve it.
【作者单位】：嘉兴学院南湖学院;上海财经大学国际工商管理学院;
【基金】：国家自然科学基金(71202006) 浙江省教育厅科研项目(Y201534071)
【分类号】：C912.1;F713.55

【相似文献】