【摘要】：隨著網(wǎng)絡(luò)技術(shù)和科學(xué)技術(shù)的迅猛發(fā)展,電子商務(wù)作為一種新興的購(gòu)物方式開(kāi)始走進(jìn)人們的生活,越來(lái)越多的用戶開(kāi)始在網(wǎng)上購(gòu)物。其中,大學(xué)生又成了目前網(wǎng)購(gòu)的主力軍。調(diào)節(jié)定向理論作為動(dòng)機(jī)理論的一種新視角,一經(jīng)提出就受到學(xué)界的重視。目前的研究主主要集中于人們的日常行為,尤其是消費(fèi)者決策行為。本文創(chuàng)造性的引入了場(chǎng)認(rèn)知方式這一變量,探討了場(chǎng)認(rèn)知方式和調(diào)節(jié)定向,對(duì)網(wǎng)購(gòu)決策的影響。本研究懫用實(shí)驗(yàn)的方式,從成都選取了280名大學(xué)生作為研究對(duì)象,采用了《鑲嵌圖形測(cè)驗(yàn)》、《調(diào)節(jié)定向問(wèn)卷》、《網(wǎng)購(gòu)決策問(wèn)卷》作為研究工具。對(duì)回收的問(wèn)卷進(jìn)行分析,得到了以下結(jié)論:一、在積極框架下,促進(jìn)定向和防御定向的個(gè)體網(wǎng)購(gòu)決策差異不顯著,在消極框架下,促進(jìn)定向和預(yù)防定向個(gè)體網(wǎng)購(gòu)決策差異顯著。二、在積極框架下,場(chǎng)依存性和場(chǎng)獨(dú)立性個(gè)體網(wǎng)購(gòu)決策差異不顯著,在消極框架下,場(chǎng)依存性和場(chǎng)獨(dú)立性個(gè)體間網(wǎng)購(gòu)決策差異顯著。
[Abstract]:With the rapid development of network technology and science and technology, e-commerce as a new way of shopping began to enter people's lives, more and more users began to shop online. Among them, university student became the main force of current net purchase again. As a new angle of view of motivation theory, the theory of adjusting orientation has been attached great importance to by scholars. The current research focuses on people's daily behavior, especially consumer decision-making behavior. This paper creatively introduces the field cognitive style as a variable, and probes into the influence of field cognitive style and adjustment orientation on the online purchase decision. In this study, 280 college students were selected from Chengdu by the way of experiment. The inlay figure test, the adjusting orientation questionnaire and the online shopping decision questionnaire were used as the research tools. The results are as follows: firstly, under the positive framework, there is no significant difference in the individual online purchase decision between the promoting orientation and the defensive orientation, but in the negative framework, the difference between the promotion orientation and the prevention orientation is significant. Secondly, under the positive frame, there is no significant difference between the field dependence and the field independence individual online purchase decision, but under the negative frame, the field dependence and the field independence individual net purchase decision difference is remarkable.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：B842.1

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 姚琦;樂(lè)國(guó)安;;動(dòng)機(jī)理論的新發(fā)展:調(diào)節(jié)定向理論[J];心理科學(xué)進(jìn)展;2009年06期

2 董圣鴻,王珍;高中生認(rèn)知方式特點(diǎn)及其與學(xué)績(jī)關(guān)系的研究[J];心理學(xué)探新;2003年02期

，

本文編號(hào)：2221869