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  本文選題：消費者態(tài)度　切入點：產(chǎn)品類別　出處：《華中科技大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 對于我國來說,由于對消費者行為的研究起步較晚,關(guān)于我國消費者沖動性購買行為的研究比較少,而直接使用國外的研究成果又存在許多問題,因此,根據(jù)已有的沖動購買理論,有必要對我國消費者進(jìn)行實證研究。 有研究表明消費者態(tài)度在消費者形成購買意愿時起著先入為主的作用,態(tài)度上的贊同易于產(chǎn)生積極的購買意愿;產(chǎn)品自身所表現(xiàn)的屬性是消費者采取購買行為最主要的動力,對產(chǎn)品屬性的評價是影響消費者購買意愿的最直接和主要的因素。本研究將主要探討消費者態(tài)度與產(chǎn)品類別對沖動性購買這一特殊消費行為的影響。本文將比較分析持不同消費態(tài)度的消費者遇到不同類別的產(chǎn)品時,沖動性購買水平是否有差異。 在理論分析的基礎(chǔ)上提出了本研究的假設(shè),并通過實證研究進(jìn)行驗證,得出的基本結(jié)論是:女性偏重于持情緒性消費態(tài)度,而男性偏重于持實用性消費態(tài)度;持情緒性消費態(tài)度的消費者比持實用性消費態(tài)度的消費者更容易沖動性購買;當(dāng)遇到一件享樂屬性的產(chǎn)品時,持情緒性消費態(tài)度的消費者比持實用性消費態(tài)度的消費者更沖動;當(dāng)遇到一件功能屬性的產(chǎn)品時,持實用性消費態(tài)度的消費者不比持情緒性消費態(tài)度的消費者更沖動;持情緒性消費態(tài)度的人遇到一件具有享樂屬性的產(chǎn)品時比遇到一件具有功能屬性的產(chǎn)品時表現(xiàn)得更沖動;持實用性消費態(tài)度的人遇到一件具有功能屬性的產(chǎn)品時不比遇到一件具有享樂屬性的產(chǎn)品時表現(xiàn)得更沖動。
[Abstract]:For our country, because the research on consumer behavior started relatively late, the research on consumer impulsive purchase behavior in our country is relatively few, and there are many problems in the direct use of foreign research results, therefore, According to the existing impulse purchase theory, it is necessary to do empirical research on Chinese consumers. Some studies have shown that consumer attitudes play a preconceived role in forming consumers' willingness to buy, and approval of attitudes tends to produce positive purchasing intentions; the attributes of the products themselves are the main driving force for consumers to take purchase behavior. The evaluation of product attributes is the most direct and main factor influencing consumers' purchase intention. This study will mainly explore the influence of consumer attitude and product category on impulsive purchase, a special consumption behavior. When consumers with different consumption attitudes encounter different categories of products, Whether there is a difference in the level of impulsive buying. On the basis of theoretical analysis, the hypothesis of this study is put forward and verified by empirical research. The basic conclusions are as follows: women stress on emotional consumption attitude, while men focus on practical consumption attitude; Consumers with emotional consumption attitude are more likely to buy impulsively than consumers with practical consumption attitude, and consumers with emotional consumption attitude are more impulsive than consumers with practical consumption attitude when they encounter a hedonic product. When a functional product is encountered, consumers with a practical consumption attitude are not more impulsive than those with an emotional consumption attitude. People with emotional consumption attitude are more impulsive when they encounter a product with hedonic property than when they encounter a product with functional property. People with a practical consumer attitude are no more impulsive when they encounter a functional product than a product with a hedonic property.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F014.5

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本文編號：1610188