本文選題：獎(jiǎng)勵(lì)型自我贈(zèng)禮 + 治療型自我贈(zèng)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(shí)代背景下,自我贈(zèng)禮正逐漸成為人們生活中一種重要的消費(fèi)方式。顧名思義,“自我贈(zèng)禮”即為送禮物給自己,消費(fèi)者往往會(huì)在各種不同的動(dòng)機(jī)下進(jìn)行自我贈(zèng)禮行為,例如有成就感時(shí)、心情低落時(shí)、節(jié)日來(lái)臨時(shí)、感到壓力時(shí)等。已經(jīng)有許多的學(xué)者對(duì)自我贈(zèng)禮行為進(jìn)行了研究,但目前有的關(guān)于自我贈(zèng)禮行為的研究大都集中于對(duì)消費(fèi)者自我贈(zèng)禮購(gòu)前行為的研究,而關(guān)于自我贈(zèng)禮購(gòu)后行為的研究比較少。本文選取了兩種最為常見(jiàn)的自我贈(zèng)禮行為(獎(jiǎng)勵(lì)型自我贈(zèng)禮、治療型自我贈(zèng)禮),研究?jī)煞N不同動(dòng)機(jī)的自我贈(zèng)禮行為如何通過(guò)情緒反應(yīng)(快樂(lè)情緒、罪惡感情緒)影響到消費(fèi)者自我贈(zèng)禮的購(gòu)后滿意度,并驗(yàn)證消費(fèi)者的特質(zhì)性調(diào)節(jié)定向如何在兩種不同動(dòng)機(jī)的自我贈(zèng)禮與情緒之間起到調(diào)節(jié)作用,消費(fèi)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(zèng)禮購(gòu)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(lái)模擬兩種不同動(dòng)機(jī)的自我贈(zèng)禮行為,采用大學(xué)生作為實(shí)驗(yàn)對(duì)象獲取實(shí)驗(yàn)數(shù)據(jù),然后使用SPSS軟件對(duì)數(shù)據(jù)進(jìn)行分析以驗(yàn)證提出的研究假設(shè),實(shí)證分析中使用的分析方法包括獨(dú)立樣本T檢驗(yàn)、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(yàn)證。本研究深入探討了兩種不同動(dòng)機(jī)下的自我贈(zèng)禮行為如何通過(guò)情緒反應(yīng)影響到消費(fèi)者自我贈(zèng)禮購(gòu)后滿意度,并將消費(fèi)者社會(huì)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(fèi)者自我贈(zèng)禮的購(gòu)后行為研究領(lǐng)域做出貢獻(xiàn),在實(shí)踐上為企業(yè)或商家提供了營(yíng)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(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：B849;F713.55

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