發(fā)布時(shí)間：2019-06-18 11:22

【摘要】： 消費(fèi)行為代際影響作為消費(fèi)者獲取同消費(fèi)相關(guān)的各種技巧、態(tài)度、偏好、價(jià)值觀和行為的主要來源之一,長(zhǎng)期以來受到眾多領(lǐng)域?qū)W者的重視。在西方國(guó)家,很多學(xué)者部已經(jīng)證明了代際影響確實(shí)存在,并對(duì)其各種表現(xiàn)、形成機(jī)理以及影響因素都做了全面具體的研究。在筆者梳理有關(guān)代際影響的研究文獻(xiàn)之后發(fā)現(xiàn),中國(guó)學(xué)者對(duì)于消費(fèi)行為代際影響方面的研究還處于一個(gè)比較空白的階段。在中國(guó),消費(fèi)行為代際影響也有著重要的意義。中國(guó)傳統(tǒng)文化受儒家思想影響,一直以來同西方的文化呈現(xiàn)出明顯不同的態(tài)勢(shì),許多跨文化研究都證實(shí)了不同文化背景對(duì)消費(fèi)行為存在影響作用。因此,西方關(guān)于代際影響的研究結(jié)果在中國(guó)消費(fèi)者身上是否同樣適用有待證實(shí),而中國(guó)文化背景對(duì)代際影響具體會(huì)產(chǎn)生哪些影響作用、這些影響的表現(xiàn)形式都是非常值得探討的命題。因此,本文的目的在于測(cè)量中國(guó)文化背景下,消費(fèi)行為代際影響的表現(xiàn),以及驗(yàn)證文化價(jià)值觀對(duì)消費(fèi)行為代際影響的調(diào)節(jié)作用。 本文在總結(jié)前人研究成果的基礎(chǔ)上,采用定量研究的方法,采用西方國(guó)家研究中已被驗(yàn)證比較成熟的研究方法及研究量表對(duì)中國(guó)消費(fèi)者進(jìn)行代際影響強(qiáng)度方面的測(cè)量。采用絕對(duì)測(cè)量的方法,由被試從作為了女的角度對(duì)自己以及父母輩的若干品牌態(tài)度及溝通頻率進(jìn)行評(píng)價(jià),由此驗(yàn)證代際影響的效果。同時(shí)結(jié)合被試自身的文化價(jià)值觀取向,驗(yàn)證文化價(jià)值觀對(duì)消費(fèi)行為代際影響的調(diào)節(jié)作用。 本文研究發(fā)現(xiàn):家庭內(nèi)部溝通頻率對(duì)消費(fèi)行為代際影響有著明顯的正向影響作用,文化價(jià)值觀中的權(quán)力距離這一維度對(duì)代際影響和消費(fèi)行為之間的關(guān)系存在明顯的正向調(diào)節(jié)作用;而集體主義這一維度只對(duì)品牌名—質(zhì)量聯(lián)想這一品牌態(tài)度有明顯的反向調(diào)節(jié)作用,對(duì)品牌忠誠(chéng)這一品牌態(tài)度并無明顯的調(diào)節(jié)作用。 本文共分為五章,其中第一章為導(dǎo)論。簡(jiǎn)要闡述此次研究的背景、研究目的、意義及論文的總體結(jié)構(gòu)。第二章是目前有關(guān)消費(fèi)行為代際影響的理論回顧,并分析文化價(jià)值觀對(duì)消費(fèi)行為代際影響的調(diào)節(jié)作用。第三章是實(shí)證研究的設(shè)計(jì)。第四章是數(shù)據(jù)分析,對(duì)于定量研究中收集的數(shù)據(jù)進(jìn)行分析。最后一章是研究貢獻(xiàn),局限性以及今后研究需要努力的方向。
[Abstract]:As one of the main sources for consumers to acquire various skills, attitudes, preferences, values and behaviors related to consumption, the intergenerational influence of consumer behavior has been paid attention to by scholars in many fields for a long time. In western countries, many scholars have proved that intergenerational influence does exist, and have made a comprehensive and concrete study on its various manifestations, formation mechanism and influencing factors. After combing the literature on intergenerational impact, it is found that the research on the intergenerational impact of consumer behavior by Chinese scholars is still in a relatively blank stage. In China, the intergenerational impact of consumer behavior is also of great significance. Chinese traditional culture, influenced by Confucianism, has always been obviously different from the western culture. Many cross-cultural studies have confirmed that different cultural backgrounds have an impact on consumer behavior. Therefore, whether the results of western research on intergenerational influence are equally applicable to Chinese consumers remains to be confirmed, and the specific effects of Chinese cultural background on intergenerational influence are very worthy of discussion. Therefore, the purpose of this paper is to measure the performance of the intergenerational influence of consumer behavior under the background of Chinese culture, and to verify the regulating effect of cultural values on the intergenerational influence of consumer behavior. On the basis of summing up the previous research results, this paper adopts the method of quantitative research, and uses the more mature research methods and research scales in western countries to measure the intergenerational influence intensity of Chinese consumers. By using the method of absolute measurement, the subjects evaluated some brand attitudes and communication frequencies of themselves and their parents from the point of view of being a woman, so as to verify the effect of intergenerational influence. At the same time, combined with the subjects' own cultural value orientation, this paper verifies the regulating effect of cultural values on the intergenerational influence of consumer behavior. In this paper, it is found that the frequency of communication within the family has an obvious positive effect on the intergenerational influence of consumer behavior, and the dimension of power distance in cultural values has an obvious positive regulating effect on the relationship between intergenerational influence and consumer behavior. However, the dimension of collectivism only has an obvious reverse adjustment effect on the brand attitude of brand name-quality association, and has no obvious regulating effect on the brand attitude of brand loyalty. This paper is divided into five chapters, the first of which is an introduction. This paper briefly expounds the background, purpose, significance and overall structure of the paper. The second chapter is a theoretical review of the intergenerational impact of consumer behavior, and analyzes the role of cultural values in regulating the intergenerational impact of consumer behavior. The third chapter is the design of empirical research. The fourth chapter is data analysis, which analyzes the data collected in quantitative research. The last chapter is the research contribution, the limitation and the direction that needs to be worked out in the future.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F224;F273.2

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