大学生场认知方式及调节定向对网购决策的影响
发布时间：2018-09-04 10:53
【摘要】：随着网络技术和科学技术的迅猛发展,电子商务作为一种新兴的购物方式开始走进人们的生活,越来越多的用户开始在网上购物。其中,大学生又成了目前网购的主力军。调节定向理论作为动机理论的一种新视角,一经提出就受到学界的重视。目前的研究主主要集中于人们的日常行为,尤其是消费者决策行为。本文创造性的引入了场认知方式这一变量,探讨了场认知方式和调节定向,对网购决策的影响。本研究懫用实验的方式,从成都选取了280名大学生作为研究对象,采用了《镶嵌图形测验》、《调节定向问卷》、《网购决策问卷》作为研究工具。对回收的问卷进行分析,得到了以下结论:一、在积极框架下,促进定向和防御定向的个体网购决策差异不显著,在消极框架下,促进定向和预防定向个体网购决策差异显著。二、在积极框架下,场依存性和场独立性个体网购决策差异不显著,在消极框架下,场依存性和场独立性个体间网购决策差异显著。
[Abstract]:With the rapid development of network technology and science and technology, e-commerce as a new way of shopping began to enter people's lives, more and more users began to shop online. Among them, university student became the main force of current net purchase again. As a new angle of view of motivation theory, the theory of adjusting orientation has been attached great importance to by scholars. The current research focuses on people's daily behavior, especially consumer decision-making behavior. This paper creatively introduces the field cognitive style as a variable, and probes into the influence of field cognitive style and adjustment orientation on the online purchase decision. In this study, 280 college students were selected from Chengdu by the way of experiment. The inlay figure test, the adjusting orientation questionnaire and the online shopping decision questionnaire were used as the research tools. The results are as follows: firstly, under the positive framework, there is no significant difference in the individual online purchase decision between the promoting orientation and the defensive orientation, but in the negative framework, the difference between the promotion orientation and the prevention orientation is significant. Secondly, under the positive frame, there is no significant difference between the field dependence and the field independence individual online purchase decision, but under the negative frame, the field dependence and the field independence individual net purchase decision difference is remarkable.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：B842.1
本文编号：2221869
[Abstract]:With the rapid development of network technology and science and technology, e-commerce as a new way of shopping began to enter people's lives, more and more users began to shop online. Among them, university student became the main force of current net purchase again. As a new angle of view of motivation theory, the theory of adjusting orientation has been attached great importance to by scholars. The current research focuses on people's daily behavior, especially consumer decision-making behavior. This paper creatively introduces the field cognitive style as a variable, and probes into the influence of field cognitive style and adjustment orientation on the online purchase decision. In this study, 280 college students were selected from Chengdu by the way of experiment. The inlay figure test, the adjusting orientation questionnaire and the online shopping decision questionnaire were used as the research tools. The results are as follows: firstly, under the positive framework, there is no significant difference in the individual online purchase decision between the promoting orientation and the defensive orientation, but in the negative framework, the difference between the promotion orientation and the prevention orientation is significant. Secondly, under the positive frame, there is no significant difference between the field dependence and the field independence individual online purchase decision, but under the negative frame, the field dependence and the field independence individual net purchase decision difference is remarkable.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：B842.1
【参考文献】
相关期刊论文 前2条
1 姚琦;乐国安;;动机理论的新发展:调节定向理论[J];心理科学进展;2009年06期
2 董圣鸿,王珍;高中生认知方式特点及其与学绩关系的研究[J];心理学探新;2003年02期
，本文编号：2221869
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