【摘要】：通過相關(guān)文獻的梳理和對情緒賬戶與評價傾向框架理論的分析,研究相同效價的兩種具體積極情緒賬戶——貼有自豪標簽的金錢和貼有驚喜標簽的金錢——對消費者產(chǎn)品多樣性尋求行為的影響關(guān)系,探討消費預(yù)算范圍的中介作用,并運用單因素方差分析和Bootstrap分析方法對假設(shè)進行檢驗。研究結(jié)果表明,獲得貼有自豪標簽金錢的消費者的感知金錢重要性高于獲得貼有驚喜標簽金錢的消費者的感知金錢重要性。獲得貼有驚喜標簽金錢的消費者比獲得貼有自豪標簽金錢的消費者的消費預(yù)算范圍更大,因此他們更加愿意從事產(chǎn)品多樣性尋求行為。同時,消費預(yù)算范圍在貼有驚喜標簽金錢對產(chǎn)品多樣性尋求行為影響之間扮演中介作用。
[Abstract]:Through the relevant literature combing and the analysis of emotional account and evaluation tendency framework theory, To study the relationship between two specific positive emotion accounts with the same titer-money with pride labels and money with surprise labels-on consumer product diversity seeking behavior, and to explore the intermediary role of consumer budget scope. Single factor variance analysis and bootstrap analysis are used to test the hypothesis. The results show that the perceived importance of money is higher than that of consumers who receive money labeled with pride as compared with that of consumers who receive money with surprise labels. Consumers who receive a surprise label money have a larger spending budget than those who receive a proud money tag, so they are more willing to engage in product diversity seeking behavior. At the same time, the scope of the consumer budget plays an intermediary role in the impact of money on product diversity seeking behavior with a surprise label.
【作者單位】： 遼寧工程技術(shù)大學營銷管理學院;
【基金】：遼寧省社會科學規(guī)劃項目“情緒賬戶對消費者產(chǎn)品購買行為影響機制研究:基于自我擴張理論的視角”(L16DGL008) 阜新縣社會科學研究項目“阜新市旅游產(chǎn)品平面廣告?zhèn)鞑バЧ蹌友芯俊?2017FS11X026)
【分類號】：C912.6;C913.3
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本文編號：2129871