本文關(guān)鍵詞：金錢概念對(duì)自我提升偏好的影響研究　出處：《管理科學(xué)》2017年05期 　論文類型：期刊論文

  更多相關(guān)文章： 金錢概念 自我提升 成就動(dòng)機(jī) 購(gòu)買目標(biāo) 支付意愿

【摘要】：隨著社會(huì)物質(zhì)水平的提高,很多人未必真正擁有財(cái)富,但經(jīng)常暴露于金錢的刺激之下,容易形成金錢概念,會(huì)產(chǎn)生擁有金錢財(cái)富的效果,根據(jù)成就動(dòng)機(jī)理論和市場(chǎng)定價(jià)模式,啟動(dòng)金錢概念的消費(fèi)者傾向選擇有利于自我發(fā)展的消費(fèi)選項(xiàng)。以中國(guó)高校學(xué)生作為研究樣本,采用實(shí)驗(yàn)方法,設(shè)計(jì)3個(gè)實(shí)驗(yàn),借助SPSS軟件對(duì)實(shí)驗(yàn)數(shù)據(jù)進(jìn)行方差分析,探討金錢概念對(duì)消費(fèi)者自我提升偏好的積極影響,并進(jìn)一步探討成就動(dòng)機(jī)的中介作用和購(gòu)買目標(biāo)的調(diào)節(jié)作用。實(shí)驗(yàn)1選擇一種有助睡眠的口服溶片作為實(shí)驗(yàn)材料,采用提升類型(自我提升vs.非自我提升)×金錢概念的2×1組間實(shí)驗(yàn),結(jié)果變量為支付水平,驗(yàn)證金錢概念對(duì)消費(fèi)者自我提升偏好的積極影響。結(jié)果表明,相對(duì)于非自我提升類型,金錢概念的消費(fèi)者對(duì)自我提升類型的支付水平更高。實(shí)驗(yàn)2選擇維他命水飲料作為實(shí)驗(yàn)材料,采用單因素組間實(shí)驗(yàn)設(shè)計(jì)(金錢概念組vs.控制組),結(jié)果變量為自我提升類型和非自我提升類型的對(duì)比選擇,驗(yàn)證金錢概念通過(guò)成就動(dòng)機(jī)影響自我提升偏好。結(jié)果表明,金錢概念誘發(fā)成就動(dòng)機(jī),進(jìn)而積極影響消費(fèi)者對(duì)自我提升類型的偏好。實(shí)驗(yàn)3選擇棋牌游戲作為實(shí)驗(yàn)材料,采用金錢概念(有vs.無(wú))×購(gòu)買目標(biāo)(他人vs.自己)×提升類型(自我提升vs.非自我提升)的2×2×2組間組內(nèi)設(shè)計(jì),金錢概念和購(gòu)買目標(biāo)為組間設(shè)計(jì),提升類型為組內(nèi)設(shè)計(jì),結(jié)果變量為支付意愿,檢驗(yàn)在不同購(gòu)買目標(biāo)情況下,金錢概念對(duì)消費(fèi)者自我提升偏好的影響。結(jié)果表明,金錢概念對(duì)自我提升偏好的影響只局限在購(gòu)買目標(biāo)為自己的情況下,在為他人購(gòu)買時(shí),金錢概念對(duì)自我提升偏好的影響不顯著。研究結(jié)論有利于豐富金錢概念研究,拓展金錢概念在消費(fèi)領(lǐng)域的研究?jī)?nèi)容;有利于營(yíng)銷者掌握金錢概念對(duì)消費(fèi)者購(gòu)買決策的影響機(jī)理,深入了解消費(fèi)者的購(gòu)買心理,制定相應(yīng)的品牌和產(chǎn)品管理措施,提升自我發(fā)展相關(guān)產(chǎn)品的銷售;有利于人們樹(shù)立正確的金錢觀和消費(fèi)觀,管理好金錢財(cái)富,理性地對(duì)待金錢。
[Abstract]:With the improvement of social material level, many people may not really own wealth, but often exposed to the stimulus of money, it is easy to form the concept of money, which will have the effect of owning the wealth of money. According to the theory of achievement motivation and the market pricing model, the consumers who started the concept of money tend to choose the consumption option which is conducive to self-development. Chinese college students are taken as the research sample and the experimental method is adopted. Three experiments were designed to explore the positive effects of the concept of money on consumers' self-improvement preferences by means of the analysis of variance (ANOVA) of the experimental data with the help of SPSS software. Furthermore, the mediating effect of achievement motivation and the regulating effect of purchase goal were studied. Experiment 1 selected a kind of oral dissolving tablet which was beneficial to sleep as the experimental material. A 2 脳 1 inter-group experiment using the concept of promotion type (self-promotion vs.non-self-improvement) 脳 money was conducted and the result was the level of payment. Verify the positive effect of money concept on consumer self-improvement preference. The results show that compared with non-self-promotion type. Consumers of the concept of money were more likely to pay for the type of self-promotion. Experiment 2 used vitamin water drinks as the experimental material and a single-factor intergroup design (money concept group vs. Control group). Results the variables were self-promotion type and non-self-promotion type, which proved that money concept influenced self-promotion preference through achievement motivation. The results showed that money concept induced achievement motivation. Furthermore, it positively affects consumers' preference for self-promotion types. Experiment 3 chooses board games as experimental materials. The design of 2 脳 2 脳 2 脳 2 脳 2 脳 2 脳 2 groups with money concept (vs.nil) 脳 purchase goal (others vs.self) 脳 type of promotion (self-promotion vs.non-self-promotion) was used. The concept of money and purchase goal are inter-group design, the promotion type is intra-group design, and the result variable is willingness to pay. The result shows that the influence of money concept on self-improvement preference is limited to the case where the purchase goal is oneself, while buying for others. The influence of money concept on self-promotion preference is not significant. The conclusion is helpful to enrich the study of money concept and expand the research content of money concept in the field of consumption. It is helpful for marketers to grasp the influence mechanism of money concept on consumers' purchase decision, to deeply understand consumers' purchasing psychology, to formulate corresponding brand and product management measures, and to promote the sales of self-development related products. It is helpful for people to set up correct view of money and consumption, to manage money wealth well and to treat money rationally.
【作者單位】： 東華理工大學(xué)經(jīng)濟(jì)與管理學(xué)院;華東理工大學(xué)商學(xué)院;
【基金】：國(guó)家自然科學(xué)基金(71602027)~~
【分類號(hào)】：F713.55
【正文快照】： 以中國(guó)高校學(xué)生作為研究樣本,采用實(shí)驗(yàn)方法,設(shè)計(jì)3個(gè)實(shí)驗(yàn),借助SPSS軟件對(duì)實(shí)驗(yàn)數(shù)據(jù)進(jìn)行方差分析,探討金錢概念對(duì)消費(fèi)者自我提升偏好的積極影響,并進(jìn)一步探討成就動(dòng)機(jī)的中介作用和購(gòu)買目標(biāo)的調(diào)節(jié)作用。實(shí)驗(yàn)1選擇一種有助睡眠的口服溶片作為實(shí)驗(yàn)材料,采用提升類型(自我提升vs.非自

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