本文選題：決策風格　切入點：自我監(jiān)控　出處：《四川師范大學》2017年碩士論文

【摘要】：在我們的日常生活中,沖動性消費已經(jīng)是一種非常普及的消費行為了。尤其是最近幾年,中國國力增強同時人民的收入水平也在不斷提高,大家的消費能力也在顯著的增強,以及由此導致的消費升級,更加注重生活品質(zhì)和格調(diào),因此在中國,作為一種特殊的消費行為,沖動性消費已經(jīng)不再是偶然發(fā)生的情況,它占到企業(yè)銷售額的很大的比重,因此對于包括零售行業(yè)在內(nèi)的許多行業(yè)來說,顧客沖動性消費行為引起了這些企業(yè)的高度重視。因而對于這個問題的探討有十分重要的意義。通過梳理以前對于沖動性消費的研究可以看出,沖動性消費行為是研究者目前正在努力研究的熱門話題之一,從沖動購買行為的原因,驅(qū)動力到如何觸發(fā)等等。盡管西方國家于1940年就開始了對這個問題的探索,但是大多數(shù)的研究都是關(guān)注沖動性消費的概念或是這種行為表現(xiàn)出哪些區(qū)別于其他消費行為的特征,或者有哪些因素會影響人們的沖動性消費水平。進一步梳理文獻會發(fā)現(xiàn),對于這個問題的研究主要從兩個角度進行:一是對于沖動性消費行為現(xiàn)場情境因素的研究,例如消費者進行消費時的物理環(huán)境(聲音、光線、色彩等),以及時間因素;二是對于消費行為的內(nèi)在機制的研究,具體表現(xiàn)在對于消費者本身特質(zhì)的探索。我國對于這個問題的探討要晚于西方很多,大概是2000年以后才開始出現(xiàn)的,并且大多是臺灣學者研究的。臺灣學者對于沖動性消費行為的研究表現(xiàn)在研究不同人群的沖動性消費水平以及有哪些特殊因素會影響沖動性消費行為。在本研究中,首次引入認知因素中的自我監(jiān)控水平和決策風格因素,同時引入情緒這一心理學變量,研究其對沖動性消費行為的影響。本研究采用的方法是問卷法和實驗法,選取大學生作為研究對象,來研究決策風格和自我監(jiān)控水平這兩個因素在不同情緒的啟動狀態(tài)下會對沖動性消費行為產(chǎn)生怎樣的影響。具體來說:一是研究自我監(jiān)控如何影響沖動性消費行為以及高低自我監(jiān)控著情緒對其所起的作用是否相同;二是研究決策風格如何影響沖動性消費以及情緒如何影響不同決策風格的個體。從理論上來說這項研究有助于豐富和完善沖動性消費的理論研究,從實踐的角度來說可以提供給商家許多信息,幫助他們更加精準的確定自己營銷的目標人群,制定更有效的營銷策略。實驗數(shù)據(jù)顯示:(1)高低自我監(jiān)控的被試的沖動性消費行為存在顯著差異。自我監(jiān)控水平較高的個體其沖動性消費水平更高,即高自我監(jiān)控水平的個體更容易進行沖動性消費。(2)四種決策風格的個體的沖動性消費存在顯著差異。與其他三種決策風格的被試相比,逃避型被試其沖動性消費水平更高,更易進行沖動性消費。(3)不同情緒對依賴型決策風格和逃避型風格的個體影響呈現(xiàn)顯著差異。積極情緒的依賴型個體沖動性消費水平更高;消極情緒的逃避型風格個體沖動性消費水平更高。對另外兩種決策風格的被試(即理智型、直覺-沖動型)來說,兩種情緒之間的差異并不顯著。(4)不同情緒對高自我監(jiān)控個體影響呈現(xiàn)顯著差異,即積極情緒啟動下的高監(jiān)控水平個體比消極情緒更容易進行沖動性消費;而對于自我監(jiān)控水平低的個體來說,兩種情緒不存在顯著差異。
[Abstract]:In our daily life, impulsive consumption is a very popular consumer behavior. Especially in recent years, China strength and people's income level has been improved, the consumption capacity is also significantly enhanced, and the resulting consumption upgrade, pay more attention to the quality of life and style. Therefore, in Chinese, as a special kind of consumer behavior, impulsive consumption is not accidental, it accounted for a large proportion of enterprise sales, so for many industries including the retail industry, customer impulsive consumption behavior aroused the attention of these enterprises. So it is very important to explore for this problem. By combing the previous studies on impulsive consumption can be seen, impulsive consumption behavior is a hot topic of researchers are currently working on. One reason from the impulse buying behavior, the driving force to trigger and so on. Although western countries in 1940 began to explore this problem, but most of the research is focus on the concepts of impulsive consumption behavior or is this feature which is different from other consumer behavior, or what factors can influence people's impulsive consumption level. Further literature will find that the research of this problem mainly from two aspects: one is the study of impulsive consumption behavior on situational factors, such as consumer consumption and time-consuming physical environment (sound, light, color, etc.) and the time factor; two is the study of the internal mechanism for consumer behavior, specifically in the exploration for consumers. To explore the trait for this problem in China later than in the west, probably after 2000 began Now, and most of them are Taiwan scholars. Research on impulsive consumption behavior of Taiwan scholars in the study on the different groups of impulsive consumption level and what are the special factors affecting impulsive consumption behavior. In this study, for the first time since the introduction of my monitoring level and decision-making style factors of cognitive factors, while the introduction of the mood of the psychological variables, to study its effect on impulsive consumption behavior. This study adopts questionnaire and experimental method, selected college students as the research object, the two factors of decision-making style and self-monitoring level impact on impulsive consumption behavior in different emotional start state. Specifically: one is to study how to influence the self-monitoring of impulsive consumption behavior and low self-monitoring emotion on its effect is the same; two is the study of decision-making How to influence the style of impulsive consumption and how emotions affect different decision-making styles of individuals. In theory, this study helps to enrich and perfect the theories of impulsive consumption, from the perspective of practice can give businesses a lot of information, help them more accurate to determine their own marketing target population, to develop more effective marketing strategy. The experimental data show that: (1) there are significant differences between high and low self-monitoring subjects of impulsive consumption behavior. Self monitoring level is higher in the impulsive consumption level is higher, high self-monitoring individuals are more likely to make impulsive consumption. (2) there are significant differences between the four kinds of decision making style the individual impulsive consumption. Compared with the other three kinds of decision style subjects, avoidant subjects the impulsive consumption level is higher, more impulsive consumption. (3) different emotional dependence on Decision making style and escape style individual influence showed significant differences. Positive emotion dependent individual impulsive consumption level is higher; negative emotion avoidant style individual impulsive consumption level. For the other two subjects (i.e. decision-making style of rational, intuitive impulse type), two emotion between the difference is not significant. (4) showed significant differences on different emotional high self-monitoring individuals, that positive emotions start under the high level of individual monitoring negative emotions more easily than impulsive consumption; and for self monitoring of low levels of individual, two emotions do not exist significant differences.

【學位授予單位】：四川師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：B842.6

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