大学生礼品购买消费行为实证研究

发布时间：2018-06-23 06:22

本文选题：消费者行为 + Fishbein模型　；参考：《西南财经大学》2008年硕士论文

【摘要】：随着科学技术的飞速发展和市场竞争的日趋激烈,消费者的需求日益多样化和个性化。因此,对复杂多变的消费者,对于消费者购买意愿的研究是非常重要的,将有助于企业进一步了解消费者进行消费时的购物态度、习惯、倾向等消费心理特征,从而满足消费者的需求,制定针对性的市场营销策略,提高企业的竞争力。本文的研究是对消费者购买意愿研究的补充和完善。同时研究还有助于进一步进行大学生消费者的购物心理分析,为企业制定市场营销策略提供相关的研究建议。 Fishbein模型是一个在消费者研究领域中被广泛采用的分析框架,该模型认为人们的消费行为倾向是受人们对该行为的态度和从众心理这两个主要因素的影响。本文利用该模型进行了我国大学生的礼品购买倾向调查,试图研究态度和从众心理以及文化价值观对人们的行为倾向有何影响。全文共分为五个部分。第一部分前言包括问题的提出以及本研究的意义。本文利用实证研究达到探究消费者心理,了解消费者需求,从而有助于企业制定营销策略的目的。同时介绍了文章采用的几种分析方法,包括文献分析法和定量分析法。第二部分通过文献综述阐述了消费者行为理论。任何消费者行为都受人类的需要所支配,而人类的需要最终可以从生理、心理、社会等方面找到终极的源头,因此,通过精心设计的调查,消费者的行为倾向是可以被理解和把握的。而了解了消费者的行为,不仅可以帮助洞悉经济、社会的整体趋势,促进市场系统的整体效率的提高及社会大众福利的增加,也可以帮助一个企业或组织更好地满足市场需求,落实产品研发的发展方向,达成销售目标。接下来介绍了消费者行为学的研究背景和中西方研究路线。西方消费者行为研究出现后,一直从其他行为学科中吸取有用的概念和理论。消费者行为是一个复杂的过程,对它的研究,涉及多门学科,如心理学、社会心理学、社会学、人口学、人类学和经济学,这些学科对研究消费者行为起着非常重要的作用。而西方消费者对消费者行为研究通常是在宏观和微观两个层次上进行。在宏观层面上,消费者行为与消费生活方式概念相联系,通常是对消费群人口统计特征及消费行为特征的描述,这类研究更多的是描述性研究。在微观层面上,消费者行为则通常与消费者认知、态度、购买意愿以及决策过程等具体购买行为相联系,倾向于对消费者在具体的信息沟通、购买决策、产品使用、品牌态度等方面的行为进行解释和说明,多属于解释性研究。就研究范式而言,西方消费者行为研究的三种基本范式最具影响力。包括:实证主义、阐释主义和行为主义的研究范式。接下来介绍了Fishbein模型在消费者行为学中的应用,该模型认为消费者的购买意愿主要是受消费者对于购买产品的态度和从众心理的影响,而态度又分为认知性态度和情感性态度,从众心理又分为认知性规范和主观性规范。认知性态度和规范是由相关评估准则计算所得出的理性认知衡量,而情感性态度和主观性规范是一种整体的感性认知,它们都对购买意愿产生一定的影响。接下来分别对态度、参考群体和从众心理、文化价值观等进行了理论综述。最后还介绍了本文实证分析所用到的几种方法,包括信度、效度检验以及回归分析。第三部分列举了关于态度、从众心理、文化价值观对行为倾向影响的研究模型和回归公式。提出了三组假设,包括态度和从众心理是否对行为倾向有较大的影响,谁的影响更大,以及文化价值观是否对行为倾向有较大的影响。介绍了使用的数据统计方法,问卷的设计过程以及样本的结构与搜集。第四部分是实证分析的结论部分,采用SPSS统计软件对变量进行了信度和效度检验,验证结果显示变量的设计信度和效度均较好,因此可以进行之后的分析。接下来通过回归分析和假设的验证,证明了人们对购买礼品的态度和从众心理均显著影响其行为倾向,以及人们在购买礼品上的态度对其行为倾向的影响大于从众心理对行为倾向的影响,另外就是文化价值观将显著影响人们的行为倾向。第五部分是结论和启示。通过这次的实证研究,我得出了以下结论:人们潜意识中存在的感性因素对人们的消费冲动有很大的影响,但在经过理性分析后会有所减弱。人们普遍不希望自己被别人认为是那种“人云亦云”的人,虽然他们很容易受群体的影响,但为了标榜自己的个性而不愿意承认。文化价值观作为一种传承下来的东西对现今的青年一代还是有相当大的影响,而且人们对于赠人礼物这一行为普遍表示愿意。而得出的启示包括:礼品企业应生产销售设计新颖、有纪念价值、能很好地传达情意的礼品,并根据不同消费人群的需要销售不同档次的礼品。企业可以通过广告和包装来刺激人们的消费冲动,“以情动人”,提高销售力。本文的创新之处在于以往对Fishbein模型的应用多数用于研究西方国家主要是美国消费者的购买行为,针对我国消费者的研究比较少。本文通过对中国四川成都地区的几所高校的大学生们进行的Fishbein模型实证研究,在中国内地是比较少的,因此这是本文的一个创新点。同时,本研究在Fishbein模型基础上增加了文化价值观影响因素作为新变量,就所涉及的相关文献看,尚没有这方面的研究报告。
[Abstract]:With the rapid development of science and technology and the fierce competition in market competition , the demand of consumers is increasingly diversified and personalized . Therefore , it is very important to study the consumer ' s willingness to purchase , so as to satisfy the needs of consumers , formulate targeted marketing strategies and improve the competitiveness of enterprises .

Fisherman ' s model is a widely used analytical framework in the field of consumer research . The model holds that people ' s consumption behavior tends to be influenced by the attitude of people to the behavior and the psychological factors . This paper makes use of the model to investigate the tendency of gift purchase in our university students , and to try to study the influence of attitude and conformity psychology and cultural values on people ' s behavior tendency .

The full text is divided into five parts .

In the first part , the introduction of the problem and the significance of the research are discussed in the first part . This paper makes use of the empirical research to explore the consumer ' s psychology and understand the consumer demand , which can help the enterprise to formulate the marketing strategy . At the same time , the author introduces several analysis methods , including the literature analysis method and the quantitative analysis method .

The second part describes the theory of consumer behavior through literature review . Any consumer behavior is dominated by human needs , and human needs can finally find the source of ultimate source from the aspects of physiology , psychology and society .

The research background of consumer behavior and the course of western research are introduced . After the study of consumer behavior in western countries , the concept and theory of consumer behavior have been drawn from other disciplines . Consumer behavior is a complex process . The research on consumer behavior is usually carried out in macro and micro level . At the macro level , consumer behavior is usually related to the consumer ' s cognition , attitude , purchase intention and decision - making process .

This paper introduces the application of Fisherman ' s model in consumer behavior . The model holds that the consumer ' s willingness to purchase is mainly influenced by consumers ' attitudes towards the purchase of products and the influence of the public psychology , and the attitude is divided into cognitive and subjective norms .

The third part lists the research model and the regression formula about the influence of attitude , conformity psychology and cultural values on behavior tendency .

The fourth part is the conclusion part of the empirical analysis . The reliability and validity of the variables are verified by SPSS statistical software . The results show that the reliability and validity of the variables are good , so the analysis can be carried out . Next , the influence of people ' s attitude towards buying gifts and the psychology of their behavior is more influenced by the regression analysis and hypothesis .

The fifth part is the conclusion and inspiration . Through this empirical study , I draw the conclusion that the perceptual factors that exist in the subconscious mind have great influence on people ' s consumption impulse , but they tend to be weakened after the rational analysis .

The innovation of this paper is that most of the application of Fisherman ' s model has been used to study the purchase behavior of American consumers mainly in western countries . The empirical research on the Fisherman ' s model of several colleges and universities in Chengdu , China , is comparatively small in China , so this is an innovation point in this paper . At the same time , this study adds the influence factor of cultural values to the new variable on the basis of Fisherman model , and it is not yet reported in this regard .
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F224;F274

【引证文献】