本文關(guān)鍵詞： 宏觀營銷 物質(zhì)主義消費(fèi)價(jià)值觀 制度感知 主流社會范式感知　出處：《華東理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,世界范圍內(nèi)物質(zhì)主義消費(fèi)價(jià)值觀傾向顯著提高。中國作為經(jīng)濟(jì)發(fā)展較快的幾個國家之一,物質(zhì)主義消費(fèi)價(jià)值觀傾向也有大幅度提升。物質(zhì)主義消費(fèi)價(jià)值觀傾向的提升引發(fā)的一系列消費(fèi)行為、消費(fèi)滿意度、消費(fèi)幸福感的變化從而引起了宏觀營銷學(xué)界的關(guān)注�！笆裁词俏镔|(zhì)主義消費(fèi)價(jià)值觀傾向”,“物質(zhì)主義消費(fèi)價(jià)值觀傾向?qū)�人和社會有何影響”,“什么原因?qū)е铝宋镔|(zhì)主義消費(fèi)價(jià)值觀傾向的上升?”等問題已成為宏觀營銷學(xué)界社會福利研究的重要支點(diǎn)。已有研究顯示,物質(zhì)主義消費(fèi)價(jià)值觀通常伴隨著財(cái)富而存在,通過影響個人、社會的消費(fèi)行為產(chǎn)生消極影響。從宏觀營銷角度來看,它會刺激個人的炫耀性消費(fèi)行為,提高人們的物質(zhì)生活水平期望,降低人們的消費(fèi)者幸福感、生活滿意度從而影響社會福祉。了解物質(zhì)主義消費(fèi)價(jià)值觀傾向的前因變量從而適當(dāng)控制社會的物質(zhì)主義傾向水平,對于引導(dǎo)人們的消費(fèi)行為,提高人們的生活滿意度有著重要的作用。目前,營銷學(xué)界關(guān)于物質(zhì)主義消費(fèi)價(jià)值觀傾向的研究主要集中于后果變量研究、個人直接生活環(huán)境類前因變量研究,社會環(huán)境感知類前因變量研究較少。中國營銷學(xué)界對于物質(zhì)主義消費(fèi)價(jià)值觀的研究較少,無法為認(rèn)識我國物質(zhì)主義發(fā)展現(xiàn)狀及其對消費(fèi)者福利的影響提供參考,這增加了從社會層面引導(dǎo)人們物質(zhì)主義消費(fèi)價(jià)值觀難度。本研究在回顧已有物質(zhì)主義相關(guān)研究的基礎(chǔ)上,對物質(zhì)主義的定義和分類、消費(fèi)領(lǐng)域物質(zhì)主義傾向和物質(zhì)主義消費(fèi)價(jià)值觀傾向的定義、消費(fèi)領(lǐng)域物質(zhì)主義傾向的前因變量、后果變量的相關(guān)研究進(jìn)行了歸納梳理,說明宏觀營銷研究中物質(zhì)主義傾向?qū)οM(fèi)者滿意度、幸福感等相關(guān)研究問題的影響。并在此基礎(chǔ)上提出研究中國物質(zhì)主義消費(fèi)價(jià)值觀形成和發(fā)展的制度感知因素具有一定的可行性和必要性。此后,筆者通過實(shí)證分析方法檢測物質(zhì)主義消費(fèi)價(jià)值觀量表、制度感知因素測量量表“主流社會范式量表”在中國情境下的適用性,并建立了制度感知因素與物質(zhì)主義消費(fèi)價(jià)值觀間的關(guān)系模型假設(shè),在控制前因變量性別變量的情況下,檢驗(yàn)中國社會背景下兩構(gòu)念間的關(guān)系,以此研究制度感知對物質(zhì)主義消費(fèi)價(jià)值觀傾向的指導(dǎo)性作用,說明制度感知、物質(zhì)主義消費(fèi)價(jià)值觀對人們生活滿意度等宏觀營銷指標(biāo)的影響。作者期冀通過本研究為進(jìn)一步研究宏觀營銷領(lǐng)域中未來物質(zhì)主義消費(fèi)價(jià)值觀、炫耀性消費(fèi)、消費(fèi)者幸福感、生活滿意度等提供借鑒,同時(shí)也為相關(guān)部門有針對性地引導(dǎo)社會物質(zhì)主義消費(fèi)價(jià)值觀,提升社會福利提供實(shí)踐參考。
[Abstract]:In recent years, the trend of materialistic consumption values in the world has improved significantly. China is one of the countries with rapid economic development. Materialistic consumer value propensity also has a significant increase. Materialistic consumer value tendency led to a series of consumer behavior consumer satisfaction. The change of consumption happiness has aroused the attention of macroscopical marketing circles. "what is the tendency of materialistic consumption value" and "what influence does materialistic consumer value tendency have on individuals and society". "what causes the rise in materialistic consumer values? "and other issues have become an important fulcrum of social welfare research in macro marketing circles. Studies have shown that materialistic consumption values usually exist with wealth, through the influence of individuals. Social consumption behavior has a negative impact. From the perspective of macro marketing, it can stimulate individual conspicuous consumption behavior, improve people's expectations of material life, and reduce people's happiness. Life satisfaction will affect social well-being. Understanding the pre-dependent variables of materialistic consumer value orientation to properly control the level of social materialistic tendency can guide people's consumption behavior. To improve people's life satisfaction plays an important role. At present, the research on materialistic consumption value orientation in marketing circles mainly focuses on the study of outcome variables, personal direct living environment pre-dependent variables. There are few researches on the pre-dependent variables of social environment perception. There are few researches on materialistic consumption values in Chinese marketing circles, which can not provide a reference for understanding the current situation of materialistic development and its impact on consumer welfare in China. This makes it more difficult to guide people to the consumption values of materialism from the social level. This study reviews the existing research on materialism on the basis of the definition and classification of materialism. The definition of materialistic propensity and materialistic consumption value tendency in consumption field, the former dependent variable and consequence variable of materialistic tendency in consumption field are summarized and combed. Show that in the macro marketing research materialistic tendency to consumer satisfaction. On the basis of this, it is suggested that it is feasible and necessary to study the institutional perception factors of the formation and development of the consumption values of materialism in China. Through empirical analysis, the author examines the applicability of the materialistic consumption value scale and the institutional perception factor measurement scale, the mainstream Social Paradigm scale, in the Chinese context. The relationship between institutional perception factors and materialistic consumption values is established. Under the condition of controlling the sex variables of the pre-dependent variables, the relationship between the two constructs is tested in the context of Chinese society. This paper studies the guiding effect of institutional perception on materialistic consumption value tendency and explains institutional perception. The influence of materialistic consumption values on people's life satisfaction and other macro-marketing indicators. The author hopes to further study the future materialistic consumption values and conspicuous consumption in the field of macro marketing through this study. Consumer happiness, life satisfaction and so on to provide reference, but also for the relevant departments to guide the social materialism consumption values, improve social welfare to provide practical reference.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F126.1;F224

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本文編號：1479467