本文關(guān)鍵詞： 自我建構(gòu) 解讀水平 沖動(dòng)性購(gòu)買(mǎi)傾向 沖動(dòng)性購(gòu)買(mǎi)行為　出處：《東華大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：沖動(dòng)性購(gòu)買(mǎi)在日常生活中非常普遍，西方學(xué)者對(duì)此現(xiàn)象的研究已有近60年的歷史。近年來(lái)，隨著中國(guó)經(jīng)濟(jì)的快速發(fā)展及中國(guó)消費(fèi)者消費(fèi)觀念的改變，沖動(dòng)性購(gòu)買(mǎi)現(xiàn)象在中國(guó)也日益普遍，，在零售業(yè)中占據(jù)越來(lái)越高的比率，因此，針對(duì)中國(guó)消費(fèi)者的沖動(dòng)性購(gòu)買(mǎi)研究具有重要意義。 目前，大量國(guó)內(nèi)外相關(guān)文獻(xiàn)主要集中于幾個(gè)方面對(duì)沖動(dòng)性購(gòu)買(mǎi)進(jìn)行研究：營(yíng)銷(xiāo)刺激、情境以及個(gè)體特征等。學(xué)術(shù)界對(duì)營(yíng)銷(xiāo)刺激與情境的研究目前主要集中于現(xiàn)代化的交易平臺(tái)所帶來(lái)的新的特點(diǎn)。隨著學(xué)術(shù)界對(duì)消費(fèi)者行為研究的關(guān)注，沖動(dòng)性購(gòu)買(mǎi)的相關(guān)研究也迎來(lái)了對(duì)消費(fèi)者個(gè)體特征的研究，畢竟現(xiàn)代精細(xì)化、個(gè)性化的營(yíng)銷(xiāo)策劃盛行，針對(duì)消費(fèi)者進(jìn)行研究才可以將這些策劃案作得切合實(shí)際。 心理學(xué)領(lǐng)域?qū)�(gè)體的新認(rèn)識(shí)，為基于個(gè)性特質(zhì)視角深入探索沖動(dòng)性購(gòu)買(mǎi)行為提供了理論基礎(chǔ)。自我建構(gòu)理論的本質(zhì)是個(gè)體理解和認(rèn)識(shí)自我的方式，是個(gè)體關(guān)于自我和他人的信念，即個(gè)體在多大程度上認(rèn)為自身與他人相關(guān)或是分離。自我建構(gòu)有兩種類(lèi)型，即獨(dú)立型自我建構(gòu)和關(guān)聯(lián)型自我建構(gòu)。具體來(lái)說(shuō)，個(gè)體主義文化中的人們，傾向于將自我看作是與他人相分離的獨(dú)立實(shí)體；而集體主義文化中的人們，傾向于將自我看作是周?chē)鐣?huì)關(guān)系中的一部份。預(yù)期自我建構(gòu)影響個(gè)體對(duì)社會(huì)規(guī)范的感知和遵從意愿，從而影響其沖動(dòng)性購(gòu)買(mǎi)行為。解釋水平作為目前備受關(guān)注的社會(huì)心理學(xué)理論，在被大量研究和應(yīng)用中，很多學(xué)者對(duì)其與沖動(dòng)性購(gòu)買(mǎi)之間的關(guān)系進(jìn)行了研究。 論文實(shí)證研究從消費(fèi)者的自我建構(gòu)個(gè)性特征出發(fā)探討了其如何影響其沖動(dòng)性購(gòu)買(mǎi)行為，并引入調(diào)節(jié)變量解讀水平探究其如何影響自我建構(gòu)對(duì)沖動(dòng)性購(gòu)買(mǎi)行為的影響。該研究采用問(wèn)卷法/情景模擬法收集數(shù)據(jù)，對(duì)數(shù)據(jù)進(jìn)行方差和回歸分析，結(jié)果表明： (1)在面對(duì)外界刺激時(shí)，獨(dú)立導(dǎo)向的消費(fèi)者相對(duì)于關(guān)聯(lián)導(dǎo)向的消費(fèi)者有更強(qiáng)的沖動(dòng)購(gòu)買(mǎi)傾向。 (2)關(guān)聯(lián)導(dǎo)向消費(fèi)者在高解讀水平下的購(gòu)買(mǎi)傾向?qū)?huì)比低解讀水平下降低。 (3)獨(dú)立導(dǎo)向消費(fèi)者在高解讀水平下的購(gòu)買(mǎi)傾向?qū)?huì)比低解讀水平下提高。 (4)沖動(dòng)性購(gòu)買(mǎi)傾向與沖動(dòng)性購(gòu)買(mǎi)行為正相關(guān)。 該研究結(jié)果表明，零售商應(yīng)更多地定位于獨(dú)立型自我建構(gòu)者；在某些確有違傳統(tǒng)消費(fèi)觀念的場(chǎng)景，應(yīng)注意以獨(dú)立型自我建構(gòu)者帶動(dòng)關(guān)聯(lián)型自我建構(gòu)者的消費(fèi)。
[Abstract]:Impulse buying is very common in daily life. Western scholars have studied this phenomenon for nearly 60 years. In recent years, with the rapid development of Chinese economy and the change of Chinese consumer consumption concept. The phenomenon of impulsive purchase is becoming more and more common in China and occupies a higher and higher proportion in the retail trade. Therefore, it is of great significance to study the impulsive purchase of Chinese consumers. At present, a large number of relevant literature at home and abroad mainly focus on several aspects of impulsive purchase research: marketing incentives. The research on marketing stimulation and situation mainly focuses on the new characteristics brought by the modern trading platform. With the attention of the academic community on consumer behavior research. Impulse buying related research also ushered in the study of individual characteristics of consumers, after all, modern refined, personalized marketing planning prevalence. It is only by conducting research on consumers that these plans can be made realistic. The new understanding of individuals in the field of psychology provides a theoretical basis for exploring impulsive buying behavior from the perspective of personality traits. The essence of self-construction theory is the way that individuals understand and understand themselves. It is the belief of the individual about self and others, that is, the degree to which the individual considers himself or herself to be related to or separated from others. There are two types of self construction, namely, independent self construction and related self construction. People in individualistic cultures tend to regard themselves as independent entities separated from others; In collectivist culture, people tend to regard themselves as a part of the social relations around them. The expectation of self-construction influences individuals' perception of social norms and their willingness to comply with social norms. As a social psychology theory, the level of explanation has been studied in a large number of researches and applications, many scholars have studied the relationship between it and impulsive purchase. This paper discusses how consumers influence their impulsive buying behavior from the perspective of consumers' self-constructed personality characteristics. And the adjustment variable reading level was introduced to explore how it affects the self-construction on impulsive purchase behavior. The study used questionnaire / scenario simulation method to collect data and carry out variance and regression analysis of the data. The results show that: In the face of external stimuli, independent-oriented consumers have a stronger tendency to buy impulsively than connected-oriented consumers. Correlation-oriented consumers will be less likely to buy at higher reading levels than at low reading levels. Independent-oriented consumers will be more likely to buy at higher reading levels than at low reading levels. 4) impulsive purchase tendency was positively correlated with impulsive buying behavior. The results show that retailers should be more focused on independent self-constructors, and in some situations that do not conform to the traditional consumption concept, we should pay attention to the consumption of associative self-constructors driven by independent self-constructors.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F713.55

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