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  本文選題：獎勵型自我贈禮 + 治療型自我贈禮�。� 參考：《哈爾濱工業(yè)大學(xué)》2017年碩士論文

【摘要】：目前,在工作壓力大、生活節(jié)奏快等的時代背景下,自我贈禮正逐漸成為人們生活中一種重要的消費方式。顧名思義,“自我贈禮”即為送禮物給自己,消費者往往會在各種不同的動機(jī)下進(jìn)行自我贈禮行為,例如有成就感時、心情低落時、節(jié)日來臨時、感到壓力時等。已經(jīng)有許多的學(xué)者對自我贈禮行為進(jìn)行了研究,但目前有的關(guān)于自我贈禮行為的研究大都集中于對消費者自我贈禮購前行為的研究,而關(guān)于自我贈禮購后行為的研究比較少。本文選取了兩種最為常見的自我贈禮行為(獎勵型自我贈禮、治療型自我贈禮),研究兩種不同動機(jī)的自我贈禮行為如何通過情緒反應(yīng)(快樂情緒、罪惡感情緒)影響到消費者自我贈禮的購后滿意度,并驗證消費者的特質(zhì)性調(diào)節(jié)定向如何在兩種不同動機(jī)的自我贈禮與情緒之間起到調(diào)節(jié)作用,消費者的特質(zhì)性調(diào)節(jié)定向如何在兩種不同的情緒反應(yīng)與自我贈禮購后滿意度之間起到調(diào)節(jié)作用。本研究采用情景模擬法來模擬兩種不同動機(jī)的自我贈禮行為,采用大學(xué)生作為實驗對象獲取實驗數(shù)據(jù),然后使用SPSS軟件對數(shù)據(jù)進(jìn)行分析以驗證提出的研究假設(shè),實證分析中使用的分析方法包括獨立樣本T檢驗、回歸分析、兩因素方差分析、分組回歸分析等分析方法,最終本文提出的假設(shè)全部得到驗證。本研究深入探討了兩種不同動機(jī)下的自我贈禮行為如何通過情緒反應(yīng)影響到消費者自我贈禮購后滿意度,并將消費者社會比較傾向與特質(zhì)性調(diào)節(jié)定向作為調(diào)節(jié)變量加入到研究模型中,在理論上為消費者自我贈禮的購后行為研究領(lǐng)域做出貢獻(xiàn),在實踐上為企業(yè)或商家提供了營銷策略與建議。
[Abstract]:At present, under the background of high work pressure and fast pace of life, self-gift is becoming an important consumption way in people's life. As the name implies, "self-gift" is to give a gift to oneself, the consumer often carries on the self-gift behavior under each kind of different motive, for example, when has the achievement feeling, when the mood is low, when the holiday comes, feels the pressure and so on. Many scholars have studied self-gift behavior, but some researches on self-gift behavior are mostly focused on the pre-purchase behavior of consumers, but there are few studies on self-gift behavior after self-gift purchase. In this paper, two most common self-gift behaviors (reward self-gift, therapeutic self-gift) were selected to study how two self-gift behaviors with different motivations respond by emotion (happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion, happy emotion). Guilt emotion) affects the consumer's satisfaction after purchase of self-gift, and verifies how the characteristic regulation orientation of consumer plays a regulating role between two kinds of self-gift with different motivation and emotion. How does the characteristic regulation orientation of consumers play a regulatory role between two different emotional responses and satisfaction after self-gift purchase. This study uses situational simulation method to simulate two kinds of self-gift behavior with different motivation, and uses college students as experimental objects to obtain experimental data, and then uses SPSS software to analyze the data to verify the proposed research hypothesis. The analytical methods used in empirical analysis include independent sample T-test regression analysis two-factor ANOVA grouping regression analysis and so on. Finally all the hypotheses proposed in this paper have been verified. This study explored how two different motivations of self-gift behavior affect consumers' satisfaction after self-gift purchase through emotional response. And the social comparative tendency of consumers and the orientation of characteristic regulation are added to the research model, which can contribute to the research field of consumer self-gift postpurchase behavior theoretically. In practice for enterprises or businesses to provide marketing strategies and suggestions.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：B849;F713.55

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