本文選題：文化認(rèn)同 + 大學(xué)生��； 參考：《河北大學(xué)》2017年碩士論文

【摘要】：隨著對(duì)文化認(rèn)同研究的深入,學(xué)者們從各個(gè)角度分析研究了文化認(rèn)同對(duì)人們心理和行為所起到的特殊作用。營(yíng)銷理論已經(jīng)闡明,文化是影響人的欲望和行為的最為基礎(chǔ)的決定因素,目前,對(duì)于文化認(rèn)同的研究主要從其內(nèi)涵、性質(zhì)、作用和功能、形成機(jī)制等方面,以及其對(duì)文化傳播、經(jīng)濟(jì)教育方面的影響來(lái)展開(kāi)的,而對(duì)消費(fèi)者行為的探索還很匱乏,特別是以智能手機(jī)這一有創(chuàng)造性意義的商品為基礎(chǔ)的研究非常缺乏。本文在查閱大量國(guó)內(nèi)外相關(guān)文獻(xiàn)的基礎(chǔ)上,以文化和消費(fèi)者心理理論為切入點(diǎn),就文化認(rèn)同與購(gòu)買(mǎi)意愿的關(guān)系進(jìn)行了實(shí)證研究。首先,本文通過(guò)對(duì)相關(guān)文獻(xiàn)的閱讀,進(jìn)行了文化認(rèn)同和購(gòu)買(mǎi)意愿二者的相關(guān)理論和模型綜述;然后,依據(jù)相關(guān)研究成果和本研究實(shí)際做了相關(guān)變量的概念界定,劃出文化認(rèn)同的三個(gè)維度:認(rèn)知性文化認(rèn)同,情感性文化認(rèn)同和評(píng)價(jià)性文化認(rèn)同。并構(gòu)建了以文化認(rèn)同三維度為自變量、以主觀規(guī)范為中介變量的購(gòu)買(mǎi)意愿研究模型,根據(jù)研究模型提出了研究假設(shè)。接著,根據(jù)國(guó)內(nèi)外學(xué)者相關(guān)研究的成熟量表,制定形成本研究問(wèn)卷,并確定問(wèn)卷發(fā)放對(duì)象。然后利用回收的數(shù)據(jù),通過(guò)信度分析、效度分析確定問(wèn)卷的可靠性和有效性,并通過(guò)相關(guān)分析和回歸分析驗(yàn)證了各個(gè)假設(shè)。研究結(jié)果顯示:認(rèn)知性文化認(rèn)同,情感性文化認(rèn)同,評(píng)價(jià)性文化認(rèn)同都對(duì)購(gòu)買(mǎi)意愿有顯著的正向影響。本次研究的創(chuàng)新點(diǎn)在于將研究對(duì)象限定在了手機(jī)和大學(xué)生兩個(gè)有特定明顯特征的研究對(duì)象,對(duì)于現(xiàn)實(shí)的指導(dǎo)價(jià)值更明確。
[Abstract]:With the deepening of the study of cultural identity, scholars have analyzed and studied the special role of cultural identity on people's psychology and behavior from various angles. Marketing theory has stated that culture is the most basic determinant of human desire and behavior. At present, the study of cultural identity is mainly based on its connotation, nature, function and function, forming mechanism, and its communication to culture. The impact of economic education, however, is lacking in the exploration of consumer behavior, especially the lack of research based on smartphones as a creative commodity. On the basis of consulting a large number of relevant literature at home and abroad, this paper makes an empirical study on the relationship between cultural identity and purchase intention based on the theory of culture and consumer psychology. Firstly, this paper reviews the theories and models of cultural identity and purchase intention through the reading of relevant literature. Then, it defines the concept of relevant variables according to the relevant research results and the practice of this study. There are three dimensions of cultural identity: cognitive cultural identity, emotional cultural identity and evaluative cultural identity. A study model of purchase intention based on the three-dimensional degree of cultural identity as independent variable and subjective norm as intermediary variable is constructed, and the research hypothesis is put forward according to the research model. Then, according to the mature scale of scholars at home and abroad, form the questionnaire, and determine the target of the questionnaire. Then, the reliability and validity of the questionnaire are determined by reliability analysis and validity analysis, and each hypothesis is verified by correlation analysis and regression analysis. The results show that cognitive cultural identity, affective cultural identity and evaluative cultural identity have significant positive effects on purchase intention. The innovation of this study is that the research object is limited to the mobile phone and college students with specific characteristics of the research object, the guiding value of the reality is more clear.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55

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