本文選題：他人語言 + 他人行為　； 參考：《西南大學》2017年碩士論文

【摘要】：本研究在總結(jié)以往研究的基礎上,完善了先前研究的范式,通過三個實驗來探討對于自我認同高、低相關產(chǎn)品是否都存在他人偏好信息相對于他人行為信息引發(fā)更多的從眾效應及其內(nèi)在心理機制。實驗一給被試呈現(xiàn)用文字描述基本特性的6種(3種自我認同高相關產(chǎn)品,3種自我認同低相關產(chǎn)品)產(chǎn)品,分別用“最受歡迎”代表他人偏好信息;“最多購買”代表他行為信息。比較被試在兩種條件下的購買行為差異。實驗二通過2(自我認同相關產(chǎn)品:高,低)×2(他人信息:偏好,行為)×2(關系親密性:朋友,陌生人)×2(獨特性需求:高,低)的設計,探討心理共享和獨特性需求是否是他人偏好相比于他人行為引發(fā)更多從眾效應的心理機制。實驗三通過設計在購物網(wǎng)站上同時獲取他人偏好和他人行為信息時,消費者的消費從眾表現(xiàn),探討該效應在網(wǎng)絡購物情境下的表現(xiàn)。研究結(jié)果如下:(1)在自我認同高、低相關產(chǎn)品中,都存在他人偏好信息比他人行為信息更能引發(fā)消費從眾行為。(2)在自我認同低相關產(chǎn)品中,他人與消費者的親密性對他人信息對消費從眾的影響起調(diào)節(jié)作用,即心理共享是其心理機制。(3)在網(wǎng)絡購物條件下,在人們同時獲得他人偏好和行為信息時,依然存在對他人偏好信息的消費從眾大于對他人行為信息的從眾。在消費領域,他人信息一直是消費者參考的重要因素,往往會引發(fā)從眾行為。但是本研究發(fā)現(xiàn),在商品的其他條件相似或相同的條件下,對于他人偏好的從眾強于對于他人行為的從眾,這相當于在知道他人已經(jīng)購買該產(chǎn)品后,從眾行為反而受到部分抑制而減少。該現(xiàn)象的發(fā)現(xiàn)對消費從眾領域和商業(yè)領域都有重要的啟示作用。并且,本研究發(fā)現(xiàn)自我認同相關度不同的商品都存在他人偏好比他人行為引發(fā)更多的從眾。此外,發(fā)現(xiàn)自我認同低相關的從眾差異的心理機制是心理共享。
[Abstract]:On the basis of summarizing the previous studies, this study has perfected the paradigm of previous studies and explored the high self-identity through three experiments. Whether there is more herd effect and its inner psychological mechanism caused by the preference information of others in low related products than the behavior information of others. In experiment 1, the subjects were presented with 6 kinds of self identity high correlation products and 3 low self identity related products, and the most popular products were used to represent the preference information of others. The maximum purchase represents his behavior information. To compare the difference of purchasing behavior between the two conditions. Experiment 2 was designed by 2 (self identification related products: high, low) 脳 2 (other information: preference, behavior) 脳 2 (relationship intimacy: friends, strangers) 脳 2 (unique requirements: high, low), To explore whether psychological sharing and unique needs are the psychological mechanism of others' preference which leads to more herd effect than others' behavior. Experiment 3 discusses the performance of this effect in the context of online shopping by designing a shopping website to simultaneously obtain other people's preference and behavior information, the consumer's consumption behavior is in conformity with the crowd. The results are as follows: 1) in both high and low correlation products, there is a difference between other's preference information and others' behavior information. The closeness between others and consumers regulates the influence of other people's information on consumption conformity, that is, psychological sharing is its psychological mechanism. (3) under the condition of online shopping, when people obtain information about others' preferences and behaviors at the same time, There is still more consumption of preference information than behavior information. In the field of consumption, other people's information has always been an important factor for consumers' reference, which often leads to herd behavior. But this study found that when other conditions are similar or identical, the preference of others is stronger than the behavior of others, which is equivalent to knowing that others have purchased the product. Herd behavior has been partially suppressed and reduced. The discovery of this phenomenon has important enlightenments to the field of consumption conformity and commerce. Furthermore, this study found that other people's preference is more than others' behavior. In addition, the psychological mechanism of finding low self-identity related herd differences is psychological sharing.
【學位授予單位】：西南大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：B842

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