选择任务对女大学生冲动购买意愿的影响：基于自我损耗理论
发布时间：2019-01-04 20:24
【摘要】：我国的商品经济水平正处于高速发展时期,冲动性消费在日常生活中出现的频率也逐渐增加,而过多的冲动性消费给个体带来的多是消极影响。消费者在选购商品的过程中,所面对的商品种类日趋增多,从中做出合理的选择也变得更加困难。那么,过多的选择究竟是否会影响个体的消费行为呢?种类繁多的选择又是否是导致冲动性消费频繁发生的原因之一呢?本研究将基于自我损耗理论的视角来探讨选择任务是否会对女性的冲动性消费产生影响。自我损耗理论将选择定义为经过对可选项目的仔细斟酌和思量之后,从各种选择之中做出自身的最终决定。已有相关研究证明处于损耗状态的个体极易发生冲动性消费,而选择任务在自我损耗任务中占据重要位置,目前为止却只有研究者从理论上假设选择是导致冲动性消费的原因之一,尚未有实证研究来验证此假设。而且在关于选择影响消费行为的研究之中发现了另一种现象,也就是选择的增多可能会降低消费数量,那么选择到底是否会导致冲动性消费的出现呢?鉴于本实验所采用的情景模拟法,我们将输出变量定义为冲动购买意愿,基于自我损耗模型理论来探究选择对女性冲动购买意愿的影响。由于个体特质存在差异,因此我们还将加入冲动性购买倾向作为调节变量来继续探究选择对冲动购买意愿的影响。相关研究者将选择过程划分为三个阶段,这三个阶段对女性冲动购买意愿的影响又如何呢?对于上述几个问题我们将依次通过实验来进行验证。本研究设计了三项实验:实验一是单因素被试间设计,自变量为任务类型,存在两种选择组和判断组水平,结果发现选择组和判断组的冲动购买意愿出现显著差异,此结果为接下来的实验奠定了基础。实验二是两因素被试间设计,自变量为任务类型和冲动性购买倾向,任务类型有选择和非选择两种水平,冲动性购买倾向有高冲动性购买倾向和低冲动性购买倾向两种水平。实验三是单因素被试间设计,自变量安排为评估、选择、执行三种处理水平。三项实验的因变量均为冲动购买意愿,本研究将冲动购买意愿定义为冲动性消费的可能性。通过SPSS 17.0和EXCEL对数据结果进行分析,本研究得出以下结论:第一,选择任务能够增强女性的冲动购买意愿。第二,经历过选择任务之后,高冲动性购买倾向的个体将呈现出更强的冲动购买意愿。第三,决定计划阶段比评价项目阶段和执行决定阶段更能增强女性的冲动购买意愿。最后本研究在理论方面的贡献做了详细阐述,并提出了针对女性群体在日常消费过程中如何保持理性的相关建议。
[Abstract]:The level of commodity economy in our country is in the period of rapid development, the frequency of impulsive consumption in daily life is also increasing gradually, and excessive impulsive consumption brings more negative effects to individuals. In the process of choosing and purchasing goods, consumers face more and more kinds of goods, and it becomes more difficult to make reasonable choices. So, will too many choices affect individual consumption behavior? Is the variety of choices one of the reasons for the frequent occurrence of impulsive consumption? This study is based on self-depletion theory to explore whether task selection has an impact on women's impulsive consumption. Self-depletion theory defines selection as making its own final decision from a variety of options after careful consideration and consideration of the optional items. Previous studies have shown that individuals in a loss state are prone to impulsive consumption, while task selection plays an important role in self-loss tasks. So far, only one of the reasons for impulsive consumption has been hypothesized choice. No empirical research has been conducted to verify this hypothesis. And in the study on the impact of choice on consumer behavior found another phenomenon, that is, the increase in choice may reduce the amount of consumption, so whether choice will lead to the emergence of impulsive consumption in the end? In view of the scenario simulation method used in this experiment, we define the output variable as impulse purchase intention, and explore the influence of choice on women's impulse purchase intention based on self-loss model theory. Because there are differences in individual traits, we will continue to explore the influence of choice on impulse purchase intention by adding impulsive purchase tendency as a regulating variable. The relevant researchers divided the selection process into three stages. What about the impact of these three stages on women's impulse purchase willingness? For the above several questions, we will verify them through experiments in turn. In this study, three experiments were designed: the first one was a single factor design among the subjects, with independent variables as the task type, and there were two types of choice groups and judgment groups. The results showed that there were significant differences in impulse purchase intention between the selection group and the judgment group. This result lays the foundation for the following experiment. The second experiment was designed between two factors. The independent variables were task type and impulse purchase tendency, task type had two levels of choice and non-choice, impulse purchase tendency had two levels: high impulse purchase tendency and low impulse purchase tendency. Experiment 3 is a single-factor design. Independent variables are arranged as evaluation, selection and execution of three levels of processing. The dependent variables of the three experiments were impulsive purchase intention, which was defined as the possibility of impulsive consumption in this study. Through the analysis of the data by SPSS 17.0 and EXCEL, this study draws the following conclusions: first, the choice of task can enhance women's impulse purchase willingness. Secondly, the individuals with high impulse purchase tendency will show stronger impulse purchase willingness after having experienced the choice task. Thirdly, the decision planning stage can enhance women's impulse purchase intention more than the evaluation project stage and the implementation decision stage. Finally, the contribution of this study in theory is elaborated in detail, and some suggestions on how to keep rational in the process of daily consumption of women are put forward.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：B848
[Abstract]:The level of commodity economy in our country is in the period of rapid development, the frequency of impulsive consumption in daily life is also increasing gradually, and excessive impulsive consumption brings more negative effects to individuals. In the process of choosing and purchasing goods, consumers face more and more kinds of goods, and it becomes more difficult to make reasonable choices. So, will too many choices affect individual consumption behavior? Is the variety of choices one of the reasons for the frequent occurrence of impulsive consumption? This study is based on self-depletion theory to explore whether task selection has an impact on women's impulsive consumption. Self-depletion theory defines selection as making its own final decision from a variety of options after careful consideration and consideration of the optional items. Previous studies have shown that individuals in a loss state are prone to impulsive consumption, while task selection plays an important role in self-loss tasks. So far, only one of the reasons for impulsive consumption has been hypothesized choice. No empirical research has been conducted to verify this hypothesis. And in the study on the impact of choice on consumer behavior found another phenomenon, that is, the increase in choice may reduce the amount of consumption, so whether choice will lead to the emergence of impulsive consumption in the end? In view of the scenario simulation method used in this experiment, we define the output variable as impulse purchase intention, and explore the influence of choice on women's impulse purchase intention based on self-loss model theory. Because there are differences in individual traits, we will continue to explore the influence of choice on impulse purchase intention by adding impulsive purchase tendency as a regulating variable. The relevant researchers divided the selection process into three stages. What about the impact of these three stages on women's impulse purchase willingness? For the above several questions, we will verify them through experiments in turn. In this study, three experiments were designed: the first one was a single factor design among the subjects, with independent variables as the task type, and there were two types of choice groups and judgment groups. The results showed that there were significant differences in impulse purchase intention between the selection group and the judgment group. This result lays the foundation for the following experiment. The second experiment was designed between two factors. The independent variables were task type and impulse purchase tendency, task type had two levels of choice and non-choice, impulse purchase tendency had two levels: high impulse purchase tendency and low impulse purchase tendency. Experiment 3 is a single-factor design. Independent variables are arranged as evaluation, selection and execution of three levels of processing. The dependent variables of the three experiments were impulsive purchase intention, which was defined as the possibility of impulsive consumption in this study. Through the analysis of the data by SPSS 17.0 and EXCEL, this study draws the following conclusions: first, the choice of task can enhance women's impulse purchase willingness. Secondly, the individuals with high impulse purchase tendency will show stronger impulse purchase willingness after having experienced the choice task. Thirdly, the decision planning stage can enhance women's impulse purchase intention more than the evaluation project stage and the implementation decision stage. Finally, the contribution of this study in theory is elaborated in detail, and some suggestions on how to keep rational in the process of daily consumption of women are put forward.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：B848
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