情绪启动范式下：自我监控、决策风格对冲动性消费的影响研究

发布时间：2018-03-31 03:27

本文选题：决策风格　切入点：自我监控　出处：《四川师范大学》2017年硕士论文

【摘要】：在我们的日常生活中,冲动性消费已经是一种非常普及的消费行为了。尤其是最近几年,中国国力增强同时人民的收入水平也在不断提高,大家的消费能力也在显著的增强,以及由此导致的消费升级,更加注重生活品质和格调,因此在中国,作为一种特殊的消费行为,冲动性消费已经不再是偶然发生的情况,它占到企业销售额的很大的比重,因此对于包括零售行业在内的许多行业来说,顾客冲动性消费行为引起了这些企业的高度重视。因而对于这个问题的探讨有十分重要的意义。通过梳理以前对于冲动性消费的研究可以看出,冲动性消费行为是研究者目前正在努力研究的热门话题之一,从冲动购买行为的原因,驱动力到如何触发等等。尽管西方国家于1940年就开始了对这个问题的探索,但是大多数的研究都是关注冲动性消费的概念或是这种行为表现出哪些区别于其他消费行为的特征,或者有哪些因素会影响人们的冲动性消费水平。进一步梳理文献会发现,对于这个问题的研究主要从两个角度进行:一是对于冲动性消费行为现场情境因素的研究,例如消费者进行消费时的物理环境(声音、光线、色彩等),以及时间因素;二是对于消费行为的内在机制的研究,具体表现在对于消费者本身特质的探索。我国对于这个问题的探讨要晚于西方很多,大概是2000年以后才开始出现的,并且大多是台湾学者研究的。台湾学者对于冲动性消费行为的研究表现在研究不同人群的冲动性消费水平以及有哪些特殊因素会影响冲动性消费行为。在本研究中,首次引入认知因素中的自我监控水平和决策风格因素,同时引入情绪这一心理学变量,研究其对冲动性消费行为的影响。本研究采用的方法是问卷法和实验法,选取大学生作为研究对象,来研究决策风格和自我监控水平这两个因素在不同情绪的启动状态下会对冲动性消费行为产生怎样的影响。具体来说:一是研究自我监控如何影响冲动性消费行为以及高低自我监控着情绪对其所起的作用是否相同;二是研究决策风格如何影响冲动性消费以及情绪如何影响不同决策风格的个体。从理论上来说这项研究有助于丰富和完善冲动性消费的理论研究,从实践的角度来说可以提供给商家许多信息,帮助他们更加精准的确定自己营销的目标人群,制定更有效的营销策略。实验数据显示:(1)高低自我监控的被试的冲动性消费行为存在显著差异。自我监控水平较高的个体其冲动性消费水平更高,即高自我监控水平的个体更容易进行冲动性消费。(2)四种决策风格的个体的冲动性消费存在显著差异。与其他三种决策风格的被试相比,逃避型被试其冲动性消费水平更高,更易进行冲动性消费。(3)不同情绪对依赖型决策风格和逃避型风格的个体影响呈现显著差异。积极情绪的依赖型个体冲动性消费水平更高;消极情绪的逃避型风格个体冲动性消费水平更高。对另外两种决策风格的被试(即理智型、直觉-冲动型)来说,两种情绪之间的差异并不显著。(4)不同情绪对高自我监控个体影响呈现显著差异,即积极情绪启动下的高监控水平个体比消极情绪更容易进行冲动性消费;而对于自我监控水平低的个体来说,两种情绪不存在显著差异。
[Abstract]:In our daily life, impulsive consumption is a very popular consumer behavior. Especially in recent years, China strength and people's income level has been improved, the consumption capacity is also significantly enhanced, and the resulting consumption upgrade, pay more attention to the quality of life and style. Therefore, in Chinese, as a special kind of consumer behavior, impulsive consumption is not accidental, it accounted for a large proportion of enterprise sales, so for many industries including the retail industry, customer impulsive consumption behavior aroused the attention of these enterprises. So it is very important to explore for this problem. By combing the previous studies on impulsive consumption can be seen, impulsive consumption behavior is a hot topic of researchers are currently working on. One reason from the impulse buying behavior, the driving force to trigger and so on. Although western countries in 1940 began to explore this problem, but most of the research is focus on the concepts of impulsive consumption behavior or is this feature which is different from other consumer behavior, or what factors can influence people's impulsive consumption level. Further literature will find that the research of this problem mainly from two aspects: one is the study of impulsive consumption behavior on situational factors, such as consumer consumption and time-consuming physical environment (sound, light, color, etc.) and the time factor; two is the study of the internal mechanism for consumer behavior, specifically in the exploration for consumers. To explore the trait for this problem in China later than in the west, probably after 2000 began Now, and most of them are Taiwan scholars. Research on impulsive consumption behavior of Taiwan scholars in the study on the different groups of impulsive consumption level and what are the special factors affecting impulsive consumption behavior. In this study, for the first time since the introduction of my monitoring level and decision-making style factors of cognitive factors, while the introduction of the mood of the psychological variables, to study its effect on impulsive consumption behavior. This study adopts questionnaire and experimental method, selected college students as the research object, the two factors of decision-making style and self-monitoring level impact on impulsive consumption behavior in different emotional start state. Specifically: one is to study how to influence the self-monitoring of impulsive consumption behavior and low self-monitoring emotion on its effect is the same; two is the study of decision-making How to influence the style of impulsive consumption and how emotions affect different decision-making styles of individuals. In theory, this study helps to enrich and perfect the theories of impulsive consumption, from the perspective of practice can give businesses a lot of information, help them more accurate to determine their own marketing target population, to develop more effective marketing strategy. The experimental data show that: (1) there are significant differences between high and low self-monitoring subjects of impulsive consumption behavior. Self monitoring level is higher in the impulsive consumption level is higher, high self-monitoring individuals are more likely to make impulsive consumption. (2) there are significant differences between the four kinds of decision making style the individual impulsive consumption. Compared with the other three kinds of decision style subjects, avoidant subjects the impulsive consumption level is higher, more impulsive consumption. (3) different emotional dependence on Decision making style and escape style individual influence showed significant differences. Positive emotion dependent individual impulsive consumption level is higher; negative emotion avoidant style individual impulsive consumption level. For the other two subjects (i.e. decision-making style of rational, intuitive impulse type), two emotion between the difference is not significant. (4) showed significant differences on different emotional high self-monitoring individuals, that positive emotions start under the high level of individual monitoring negative emotions more easily than impulsive consumption; and for self monitoring of low levels of individual, two emotions do not exist significant differences.

【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842.6

【参考文献】