【摘要】：通過相關(guān)文獻(xiàn)的梳理和對(duì)情緒賬戶與評(píng)價(jià)傾向框架理論的分析,研究相同效價(jià)的兩種具體積極情緒賬戶——貼有自豪標(biāo)簽的金錢和貼有驚喜標(biāo)簽的金錢——對(duì)消費(fèi)者產(chǎn)品多樣性尋求行為的影響關(guān)系,探討消費(fèi)預(yù)算范圍的中介作用,并運(yùn)用單因素方差分析和Bootstrap分析方法對(duì)假設(shè)進(jìn)行檢驗(yàn)。研究結(jié)果表明,獲得貼有自豪標(biāo)簽金錢的消費(fèi)者的感知金錢重要性高于獲得貼有驚喜標(biāo)簽金錢的消費(fèi)者的感知金錢重要性。獲得貼有驚喜標(biāo)簽金錢的消費(fèi)者比獲得貼有自豪標(biāo)簽金錢的消費(fèi)者的消費(fèi)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(shí),消費(fèi)預(yù)算范圍在貼有驚喜標(biāo)簽金錢對(duì)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(xué)營銷管理學(xué)院;
【基金】：遼寧省社會(huì)科學(xué)規(guī)劃項(xiàng)目“情緒賬戶對(duì)消費(fèi)者產(chǎn)品購買行為影響機(jī)制研究:基于自我擴(kuò)張理論的視角”(L16DGL008) 阜新縣社會(huì)科學(xué)研究項(xiàng)目“阜新市旅游產(chǎn)品平面廣告?zhèn)鞑バЧ蹌?dòng)研究”(2017FS11X026)
【分類號(hào)】：C912.6;C913.3
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本文編號(hào)：2129871