大学生消费价值观、支付方式、未来预期收入对消费意愿影响的眼动研究

发布时间：2018-11-24 21:00

【摘要】：消费行为是个体社会生活的一个重要方面,研究影响个体消费行为的因素是消费心理学的一个重要方面。本研究以大学生为研究对象,试图通过眼动技术来研究大学生消费价值观、支付方式、预期收入对大学生个体消费意愿的影响。实验通过发放大学生消费价值观问卷筛选出不同消费价值观的大学生参加自编材料的眼动实验进行研究。结果表明:1.不同大学生消费价值观的消费意愿不同,面子自私型消费价值观个体的消费意愿更高;2.不同支付方式对大学生消费意愿的影响不同,使用借记卡时个体的消费意愿最高;3.未来预期收入水平对个体的消费意愿有显著影响,未来预期收入越高,个体的消费意愿越高;4.大学生消费价值观和支付方式间有显著的交互作用;5.支付方式和未来预期收入间有显著的交互作用;6.支付方式不同时,个体的消费决策认知过程中存在差异,使用现金支付时,个体的认知负荷最大;7.未来预期收入不同时,个体的消费决策认知过程存在差异,未来预期收入较少时,个体的认知负荷最大;
[Abstract]:Consumer behavior is an important aspect of individual social life, and the study of factors influencing individual consumption behavior is an important aspect of consumer psychology. This study takes college students as the research object, and attempts to study the effects of college students' consumption values, payment methods and expected income on their individual consumption willingness through eye movement technology. The experiment investigated the eye movement of students with different consumption values by distributing the questionnaire of consumer values of college students to participate in the self-made materials. The results show that: 1. Different college students have different consumption intention of consumption value, the individual consumption desire of face selfish consumption value is higher; 2. Different payment methods have different effects on college students' consumption intention, and the individuals' consumption will is the highest when using debit card; 3. The level of expected income in the future has a significant impact on individual consumption willingness, the higher the expected income in the future, the higher the consumption willingness of individuals; 4. There is significant interaction between consumption values and payment methods of college students. There is a significant interaction between the mode of payment and expected future income. There are differences in the cognitive process of individual consumption decision with different payment methods. When cash payment is used, the cognitive load of individual is the largest; 7. The cognitive process of individual consumption decision is different with different expected income in the future. When the expected income in the future is less, the cognitive burden of individual is the largest.
【学位授予单位】：聊城大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842

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