本文選題：反向代際影響　切入點(diǎn)：感知價值　出處：《重慶工商大學(xué)》2015年碩士論文

【摘要】：本文研究的是反向代際影響通過感知價值對消費(fèi)者購買意愿的作用,并分析權(quán)力距離和個體獨(dú)立性在反向代際影響和感知價值之間的調(diào)節(jié)作用。反向代際影響是指中國家庭中年輕一代在消費(fèi)行為方面對年長一代的影響[1],主要研究在消費(fèi)行為方面反向代際影響通過哪些方面來體現(xiàn),并分析其對消費(fèi)者購買意愿的作用。在對反向代際影響、感知價值、權(quán)力距離、個體獨(dú)立性和消費(fèi)者購買意愿等相關(guān)文獻(xiàn)進(jìn)行回顧總結(jié)后,結(jié)合消費(fèi)者社會化理論分析,提出了反向代際影響通過感知價值積極作用于消費(fèi)者購買意愿,權(quán)力距離、個體獨(dú)立性在這個影響過程中反向調(diào)節(jié)的研究假設(shè),在提出假設(shè)的基礎(chǔ)上建立了關(guān)于反向代際影響與消費(fèi)者購買意愿的研究模型。本文將家庭生活中年長一代與年輕一代的消費(fèi)行為作為研究對象,對家庭成員的消費(fèi)行為進(jìn)行調(diào)查與分析,建立反向代際影響對消費(fèi)者購買意愿的作用模型,分析通過感知價值如何影響消費(fèi)者購買意愿以及權(quán)力距離和個體獨(dú)立性如何發(fā)揮調(diào)節(jié)作用,考慮到反向代際影響的獨(dú)特視角,探討如何在消費(fèi)者和產(chǎn)品之間保持良好的聯(lián)系。通過實(shí)證研究方法對假設(shè)進(jìn)行檢驗(yàn),驗(yàn)證方法的可行性,以便能夠較好地解釋反向代際影響對消費(fèi)者購買意愿的作用,為反向代際影響的理論和實(shí)踐提出建議,同時又可以幫助企業(yè)更好地利用反向代際影響與消費(fèi)者建立良好的關(guān)系。本文實(shí)證部分的主要結(jié)論如下:(1)溝通推薦、主動觀察、消費(fèi)體驗(yàn)作為反向代際影響的三種表現(xiàn)形式,通過感知價值對年長一代的購買意愿有著顯著的正向影響,通過對這幾方面的比較得出主動觀察是更為有效的反向代際影響表現(xiàn)形式。(2)年長一代的權(quán)力距離越高、個體獨(dú)立性越強(qiáng),越削弱反向代際影響對年長一代購買意愿的作用程度。通過對研究模型的分析,驗(yàn)證了相關(guān)假設(shè)是否成立,說明了反向代際影響對消費(fèi)者購買意愿的積極作用,以及權(quán)力距離和個體獨(dú)立性發(fā)揮的調(diào)節(jié)作用。希望本文的研究可以為企業(yè)的營銷管理策略有所幫助,以使企業(yè)能夠更好地利用代際影響進(jìn)行營銷管理,從而能夠更好地適應(yīng)新的市場環(huán)境,并使產(chǎn)品具有競爭優(yōu)勢。
[Abstract]:This paper studies the effect of reverse intergenerational influence on consumers' willingness to buy through perceived value, and analyzes the role of power distance and individual independence in regulating the reverse intergenerational influence and perceived value.The reverse intergenerational influence refers to the influence of the younger generation on the older generation in the consumption behavior of Chinese family [1]. This paper mainly studies the aspects through which the reverse intergenerational influence is reflected in the consumer behavior, and analyzes its effect on the consumer's willingness to buy.After reviewing and summarizing the related literatures, such as reverse intergenerational influence, perceived value, power distance, individual independence and consumers' willingness to buy, this paper analyzes the theory of consumer socialization.This paper puts forward the research hypothesis that the reverse intergenerational influence plays a positive role on consumers' purchase intention, power distance and individual independence through perceived value in the process of reverse regulation.On the basis of hypotheses, the research model of reverse intergenerational influence and consumers' willingness to buy is established.In this paper, the consumption behavior of the middle-aged and the younger generation of family life is taken as the research object, the consumption behavior of the family members is investigated and analyzed, and the function model of the reverse intergenerational influence on the consumer's purchase intention is established.This paper analyzes how perceived value affects consumers' willingness to buy and how power distance and individual independence play a moderating role. Considering the unique perspective of reverse intergenerational influence, this paper discusses how to maintain a good relationship between consumers and products.In order to explain the effect of reverse intergenerational influence on consumers' willingness to buy, this paper makes some suggestions on the theory and practice of reverse intergenerational influence.At the same time, it can help enterprises to make better use of reverse intergenerational influence to establish a good relationship with consumers.The main conclusions of the empirical part are as follows: (1) Communication recommendation, active observation, consumption experience, as three forms of reverse intergenerational influence, have a significant positive impact on the purchase intention of the older generation through perceived value.Through the comparison of these aspects, it is concluded that active observation is a more effective manifestation of reverse intergenerational influence.) the higher the power distance, the stronger the individual independence and the weaker the effect of the reverse intergenerational influence on the purchasing intention of the older generation.Through the analysis of the research model, this paper verifies whether the relevant hypothesis is true or not, and explains the positive effect of the reverse intergenerational influence on consumers' willingness to buy, as well as the regulatory role of power distance and individual independence.It is hoped that the research in this paper can be helpful to the marketing management strategy of the enterprise, so that the enterprise can make better use of the intergenerational influence to carry on the marketing management, so that it can better adapt to the new market environment and make the products have the competitive advantage.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55;F274

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