本文選題：面子　切入點(diǎn)：面子觀　出處：《北京郵電大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：面子對于中國人的社交活動非常重要,對于中國人的消費(fèi)也有著顯著的影響,比如炫耀性消費(fèi)和身份消費(fèi)。一方面,面子的得與失都會導(dǎo)致消費(fèi)者情緒,消費(fèi)者品牌偏好的變化。大多數(shù)的研究傾向于關(guān)注面子損失,而很少有學(xué)者關(guān)注面子獲得對消費(fèi)者的影響。另一方面,沖動購買的研究一直是營銷領(lǐng)域的焦點(diǎn),專家學(xué)者從外因、內(nèi)因、文化因素等不同角度研究沖動購買,但很少有學(xué)者從面子的角度考慮消費(fèi)者沖動購買的行為。本文的主題是研究面子得失對沖動購買行為影響。 本研究的目的是為了驗(yàn)證面子得失對于沖動購買的影響,以及定位情緒是否是其中的中介因素。面子獲得會給消費(fèi)者帶來愉悅和喚起的心情,從而導(dǎo)致消費(fèi)者沖動購買行為,而面子損失是否會給消費(fèi)者帶來負(fù)面的情緒,消費(fèi)者為了彌補(bǔ)內(nèi)心,產(chǎn)生沖動購買行為,這時沖動購買就變成了一種自我贈禮的行為。另外,本研究還將驗(yàn)證面子觀在消費(fèi)者面子得失與消費(fèi)者情緒之間的調(diào)節(jié)作用,以及自尊在面子得失與沖動購買行為之間的調(diào)節(jié)作用。 通過最終的數(shù)據(jù)分析結(jié)果和研究證明了部分假設(shè)。面子獲得和損失會導(dǎo)致消費(fèi)者情緒的變化,面子獲得導(dǎo)致積極的情緒,面子損失導(dǎo)致消極的情緒,但只有面子獲得會導(dǎo)致沖動購買傾向,面子損失對沖動購買沒有影響。面子觀在情緒和面子獲得之間起到調(diào)節(jié)的作用,一個人面子觀越重,在面子獲得后,產(chǎn)生的情緒更積極。另外自尊被證明是面子獲得和沖動購買之間的調(diào)節(jié)因素。,自尊低的消費(fèi)者在面子獲得后,比自尊高的消費(fèi)者產(chǎn)生的情緒更為正向。 最后,本文對研究的理論和實(shí)踐意義進(jìn)行總結(jié),指出本研究的局限性并對未來的研究方向和抽樣方式提出建議。
[Abstract]:Face is very important for Chinese social activities and has a significant impact on Chinese consumption, such as conspicuous consumption and status consumption. On the one hand, both gain and loss of face can lead to consumer sentiment. Most studies tend to focus on face loss, while few scholars pay attention to the impact of face acquisition on consumers. On the other hand, impulse buying has always been the focus of the marketing field. Experts and scholars study impulse buying from different angles, such as external cause, internal cause and cultural factor, but few scholars consider the behavior of consumer impulse purchase from the angle of face. The theme of this paper is to study the influence of face gain and loss on impulse purchase behavior. The purpose of this study is to verify the impact of face loss on impulse buying and to determine whether emotion is the intermediary factor. Face gain will bring pleasure and arousal to consumers, which will lead to impulse buying behavior. And whether face loss will bring negative feelings to consumers, in order to make up for their hearts and create impulsive buying behavior, impulse buying becomes a kind of self-giving behavior. In addition, This study will also verify the regulatory role of face view between face gain and loss and consumer sentiment, and the role of self-esteem between face gain and loss and impulse purchase behavior. Through the final data analysis results and studies, some hypotheses have been proved. Face gain and loss will lead to changes in consumer sentiment, face gain will lead to positive emotion, face loss will lead to negative emotion. But only face gain will lead to impulse purchase tendency, face loss has no effect on impulse purchase. Face view plays a regulating role between emotion and face gain. Moreover, self-esteem has been proved to be the regulatory factor between face acquisition and impulse buying. Consumers with low self-esteem have more positive emotions than those with high self-esteem after gaining face. Finally, this paper summarizes the theoretical and practical significance of the study, points out the limitations of this study and puts forward some suggestions for the future research direction and sampling method.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55

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本文編號：1596578