本文選題：非理性消費行為 + 顧客需要　； 參考：《沈陽工業(yè)大學(xué)》2015年碩士論文

【摘要】：隨著科技進(jìn)步，社會產(chǎn)品的日益豐富，顧客的非理性行為所占比重越來越大，是零售企業(yè)利潤的重要來源，它已經(jīng)成為一種不可以忽視的消費行為，并得到學(xué)術(shù)界的普遍關(guān)注。盡管大量研究探討了外界刺激因素對非理性消費行為的作用，本研究認(rèn)為顧客非理性消費行為是受到內(nèi)在的、最本質(zhì)的特殊顧客需要驅(qū)使而產(chǎn)生的不合理行為。此外，，情緒一直被認(rèn)為是誘發(fā)顧客產(chǎn)生非理性消費行為的外部因素之一，本研究通過實證分析提出情緒可能在顧客需要與非理性消費行為的關(guān)系中扮演調(diào)節(jié)因素的角色。因此，通過對相關(guān)文獻(xiàn)進(jìn)行梳理，本研究提出相關(guān)研究假設(shè)，并構(gòu)建了非理性消費行為概念模型、顧客需要與非理性消費行為關(guān)系的影響模型、情緒對顧客需要與非理性消費行為關(guān)系的作用機(jī)理模型。本研究通過問卷調(diào)查的方法驗證所提出的假設(shè)及結(jié)構(gòu)模型，得到416份有效數(shù)據(jù)，并結(jié)合SPSS20.0軟件對所獲得的數(shù)據(jù)進(jìn)行探索性、驗證性因子分析。使用AMOS20.0軟件對數(shù)據(jù)進(jìn)行多組分析后，得到以下結(jié)論： （1）通過開發(fā)非理性消費行為量表，本研究發(fā)現(xiàn)非理性消費行為是由沖動消費行為和盲目消費行為這兩個較為相關(guān)含義卻不同的維度共同構(gòu)成。 （2）顧客需要是引致非理性消費行為的根本動因。非理性消費行為是在顧客特殊需要的驅(qū)使下而產(chǎn)生的消費行為。 （3）享樂型需要中的社交需要、釋壓需要是驅(qū)使顧客產(chǎn)生非理性消費行為的主要動因，實用型需要中的求廉需要對顧客非理性消費行為有重要影響。 （4）情緒對特殊顧客需要與非理性消費行為的關(guān)系具有調(diào)節(jié)作用。其中，積極情緒能夠強(qiáng)化社交需要、釋壓需要與非理性消費行為之間的關(guān)系，同時弱化求廉需要與非理性消費行為的關(guān)系；消極情緒使得求廉需要與非理性消費行為的關(guān)系加強(qiáng)，使得社交需要、釋壓需要與非理性消費行為的關(guān)系減弱。 本研究豐富了顧客非理性消費行為方面的知識。為商家實施目標(biāo)營銷提出具體的指導(dǎo)建議，為新產(chǎn)品開發(fā)提供理論支持。
[Abstract]:With the development of science and technology, the increasing richness of social products and the increasing proportion of customers' irrational behavior, which is an important source of profit for retail enterprises, it has become a kind of consumption behavior that can not be ignored, and has been generally concerned by the academic circles.Although a large number of studies have explored the effects of external stimuli on irrational consumer behavior, this study argues that irrational consumer behavior is driven by intrinsic, most essential, special customer needs.In addition, emotion has always been considered as one of the external factors that induce customers to produce irrational consumption behavior. This study suggests that emotion may play a role in regulating the relationship between customer needs and irrational consumer behavior through empirical analysis.Therefore, by combing the relevant literature, this study puts forward the relevant research hypotheses, and constructs the concept model of irrational consumption behavior, the influence model of the relationship between customer needs and irrational consumption behavior.The mechanism model of relationship between emotion and customer needs and irrational consumption behavior.In this study, the hypotheses and structural models were verified by questionnaire, and 416 valid data were obtained, and the data were analyzed by exploratory and confirmatory factor analysis combined with SPSS20.0 software.After using AMOS20.0 software to carry on the multi-group analysis to the data, the following conclusions are obtained:1) through the development of irrational consumption behavior scale, this study found that irrational consumption behavior is composed of impulsive consumption behavior and blind consumption behavior, which have different meanings.2) customer needs are the basic motivation of irrational consumption behavior.Irrational consumption behavior is driven by the special needs of customers.3) the social needs of hedonic needs, the pressure relief needs are the main motivation to drive customers to produce irrational consumption behavior, and the demand for low price in practical needs has an important impact on customers' irrational consumption behavior.(4) emotion can regulate the relationship between special customer needs and irrational consumption behavior.Among them, the positive emotion can strengthen the social need, relieve the pressure need and the relationship between the irrational consumption behavior, at the same time weaken the relationship between the demand for the cheap and the irrational consumption behavior;The negative emotion strengthens the relationship between the demand for honesty and irrational consumption behavior, and weakens the relationship between social needs, pressure relief needs and irrational consumption behaviors.This study enriches the knowledge of customers'irrational consumption behavior.It provides specific guidance and suggestions for merchants to implement target marketing, and provides theoretical support for the development of new products.
【學(xué)位授予單位】：沈陽工業(yè)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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