网络消费情景下成就动机、人格特质与风险认知关系研究

发布时间：2018-05-26 06:00

本文选题：风险认知 + 网络消费　；参考：《河北大学》2014年硕士论文

【摘要】：风险认知是人们对风险的一种主观判断，自提出以后就广泛受到到学者的关注，特别是在被国外研究者引入到消费研究领域之后，消费心理学家更对其进行了多方位的研究，使得其理论体系日渐完整。传统情景中，个体成就动机、人格特质均对风险认知具有影响，这一点已经被许多学者进行了分析总结，但网络消费情景作为一个快速发展的情景，必然具有其特殊的研究意义，，因此本文将在网络消费情景下对消费者成就动机、人格特质以及风险认知的关系进行探究。本研究采用文献分析、问卷调查法等方法收集资料，共发放问卷400份，采用方差分析、独立样本t检验、相关分析、回归分析等方法对数据进行分析处理。探索网络消费情景下成就动机与风险认知、人格特质与风险认知以及三者间的关系，研究结论如下：第一，网络消费情景下消费者风险认知的部分维度在人口统计学变量上存在显著差异。第二，消费者风险认知受其接触网络购物时间、退换货物经验的影响。第三，消费者成就动机两维度与网络消费风险认知呈正相关。第四，消费者人格特质影响个体网络消费风险认知。第五，当避免失败的动机较高时，其人格特质中冒险性倾向较低，从而造成消费者风险认知提高。
[Abstract]:Risk cognition is a kind of subjective judgment on risk, which has been widely concerned by scholars since it was put forward, especially after it was introduced into the field of consumption research by foreign researchers. Make its theory system complete day by day. In traditional situations, individual achievement motivation and personality traits all have influence on risk cognition, which has been analyzed and summarized by many scholars. Therefore, this paper will explore the relationship among consumers' achievement motivation, personality traits and risk cognition in the context of online consumption. In this study, data were collected by literature analysis and questionnaire survey, 400 questionnaires were distributed, and the data were analyzed by means of variance analysis, independent sample t-test, correlation analysis, regression analysis and so on. This paper explores the relationship between achievement motivation and risk cognition, personality trait and risk cognition, and the relationship between them. The conclusions are as follows: First, there are significant differences in demographic variables in some dimensions of consumer risk perception in online consumption scenarios. Second, consumer risk perception is influenced by their experience of contact with online shopping and exchange of goods. Thirdly, there is a positive correlation between the two dimensions of consumer achievement motivation and online consumption risk cognition. Fourth, consumer personality traits influence individual online consumption risk cognition. Fifth, when the motivation to avoid failure is high, the risk tendency of personality traits is lower, which leads to higher risk cognition of consumers.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B848

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