本文選題：混合情緒 + 猶豫　； 參考：《東北財經大學》2014年碩士論文

【摘要】：近年來,消費情緒引起了學術界的極大關注。許多學者指出,消費者的決策行為其實是基于當下的情緒所致,即使是高度理性的消費者在受到情緒的影響后,其決策也可能受到情緒因素的影響。然而對于消費情緒的研究主要集中在純粹情緒的探討上,忽視了混合情緒的存在及其對消費者行為的影響,本文引入混合情緒的概念,揭示混合情緒與負向購買意愿的關系。 當消費者同時體驗到正面情緒和負面情緒時,人們對負面信息更加關注,印象更為深刻,且負面情緒對人們的影響也會更大(ItoOliver,1991；Oliver,1993)。依據(jù)行為經濟學中的展望理論,損失給人帶來的不快(負效應)要比同樣數(shù)量的贏得所帶來的快樂要大。因此消費者在購物過程中經歷混合情緒時,負向購買意愿更強。 當消費者經歷混合情緒時,可能會產生購買猶豫,并降低購買意愿。而且,一方面,競爭者吸引力可能會影響負向購買意愿；另一方面,競爭者吸引力可能會干擾購買猶豫和負向購買意愿的關系。 基于這種推斷,本文在混合情緒和負向購買意愿關系中引入兩個變量并進行實證檢驗：一是消費者購買猶豫的中介作用,二是競爭者吸引力的調節(jié)作用。 零售消費者為本文的研究對象,通過對百貨商店和超市的消費者進行問卷調查,利用SPSS21軟件對收集的數(shù)據(jù)進行分析。本文得出的主要結論有： (1)混合情緒對消費者猶豫有顯著的正向影響,其中正面情緒主導混合情緒對消費者猶豫有顯著的正向影響；負面情緒主導的混合情緒對消費者猶豫有顯著的正向影響。 (2)消費者猶豫對負向購買意愿有顯著的正向影響。 (3)混合情緒對負向購買意愿有顯著的正向影響,其中正面情緒主導混合情緒對負向購買意愿有顯著的正向影響；負面情緒主導的混合情緒對負向購買意愿有顯著的正向影響。 (4)猶豫在混合情緒與負向購買意愿的關系中起部分中介作用。 (5)競爭者吸引力對負向購買意愿有顯著的正向影響。 (6)競爭者吸引力在消費者猶豫與負向購買意愿的關系中不具有調節(jié)作用。
[Abstract]:In recent years, consumer sentiment has aroused great concern in academia. Many scholars have pointed out that consumers' decision-making behavior is actually caused by the current emotion, even if the highly rational consumers are affected by the emotion, their decisions may also be affected by the emotional factors. However, the study of consumer emotion mainly focuses on pure emotion, neglecting the existence of mixed emotion and its influence on consumer behavior. This paper introduces the concept of mixed emotion to reveal the relationship between mixed emotion and negative purchase intention. When consumers experience both positive and negative emotions, people pay more attention to negative information, are more impressed, and negative emotions have a greater impact on people. According to the theory of outlook in behavioral economics, loss brings more unhappiness than winning in the same amount. Therefore, consumers experience mixed emotions in the process of shopping, negative purchase willingness is stronger. When consumers experience mixed emotions, they may be hesitant and less willing to buy. Moreover, on the one hand, the attractiveness of competitors may affect the willingness to buy negatively; on the other hand, the attractiveness of competitors may interfere with the relationship between hesitant and negative purchase intentions. Based on this inference, this paper introduces two variables into the relationship between mixed emotion and negative willingness to buy, and carries out an empirical test: one is the intermediary role of consumers' hesitation in buying, the other is the regulatory role of competitors' attractiveness. Retail consumers as the object of this paper, through the survey of department stores and supermarket consumers, using SPSS21 software to analyze the data collected. The main conclusions of this paper are as follows: (1) mixed emotions have significant positive effects on consumer hesitancy, in which positive emotion-dominated mixed emotions have significant positive effects on consumer hesitancy, and negative emotion-dominated mixed emotions have significant positive effects on consumer hesitancy. Consumer hesitation has a significant positive effect on negative purchasing willingness. 3) mixed emotion has significant positive influence on negative purchase intention, in which positive emotion dominates mixed emotion has significant positive effect on negative purchase intention, and negative emotion dominates mixed emotion has significant positive effect on negative purchase intention. Hesitancy plays an intermediary role in the relationship between mixed emotion and negative purchase intention. 5) the attractiveness of competitors has a significant positive effect on the negative purchase intention. Competitor attractiveness does not play a role in the relationship between consumer hesitation and negative purchase intention.
【學位授予單位】：東北財經大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F713.55

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本文編號：1948281