本文選題：他人語言 + 他人行為�。� 參考：《西南大學(xué)》2017年碩士論文

【摘要】：本研究在總結(jié)以往研究的基礎(chǔ)上,完善了先前研究的范式,通過三個實(shí)驗(yàn)來探討對于自我認(rèn)同高、低相關(guān)產(chǎn)品是否都存在他人偏好信息相對于他人行為信息引發(fā)更多的從眾效應(yīng)及其內(nèi)在心理機(jī)制。實(shí)驗(yàn)一給被試呈現(xiàn)用文字描述基本特性的6種(3種自我認(rèn)同高相關(guān)產(chǎn)品,3種自我認(rèn)同低相關(guān)產(chǎn)品)產(chǎn)品,分別用“最受歡迎”代表他人偏好信息;“最多購買”代表他行為信息。比較被試在兩種條件下的購買行為差異。實(shí)驗(yàn)二通過2(自我認(rèn)同相關(guān)產(chǎn)品:高,低)×2(他人信息:偏好,行為)×2(關(guān)系親密性:朋友,陌生人)×2(獨(dú)特性需求:高,低)的設(shè)計(jì),探討心理共享和獨(dú)特性需求是否是他人偏好相比于他人行為引發(fā)更多從眾效應(yīng)的心理機(jī)制。實(shí)驗(yàn)三通過設(shè)計(jì)在購物網(wǎng)站上同時獲取他人偏好和他人行為信息時,消費(fèi)者的消費(fèi)從眾表現(xiàn),探討該效應(yīng)在網(wǎng)絡(luò)購物情境下的表現(xiàn)。研究結(jié)果如下:(1)在自我認(rèn)同高、低相關(guān)產(chǎn)品中,都存在他人偏好信息比他人行為信息更能引發(fā)消費(fèi)從眾行為。(2)在自我認(rèn)同低相關(guān)產(chǎn)品中,他人與消費(fèi)者的親密性對他人信息對消費(fèi)從眾的影響起調(diào)節(jié)作用,即心理共享是其心理機(jī)制。(3)在網(wǎng)絡(luò)購物條件下,在人們同時獲得他人偏好和行為信息時,依然存在對他人偏好信息的消費(fèi)從眾大于對他人行為信息的從眾。在消費(fèi)領(lǐng)域,他人信息一直是消費(fèi)者參考的重要因素,往往會引發(fā)從眾行為。但是本研究發(fā)現(xiàn),在商品的其他條件相似或相同的條件下,對于他人偏好的從眾強(qiáng)于對于他人行為的從眾,這相當(dāng)于在知道他人已經(jīng)購買該產(chǎn)品后,從眾行為反而受到部分抑制而減少。該現(xiàn)象的發(fā)現(xiàn)對消費(fèi)從眾領(lǐng)域和商業(yè)領(lǐng)域都有重要的啟示作用。并且,本研究發(fā)現(xiàn)自我認(rèn)同相關(guān)度不同的商品都存在他人偏好比他人行為引發(fā)更多的從眾。此外,發(fā)現(xiàn)自我認(rèn)同低相關(guān)的從眾差異的心理機(jī)制是心理共享。
[Abstract]:On the basis of summarizing the previous studies, this study has perfected the paradigm of previous studies and explored the high self-identity through three experiments. Whether there is more herd effect and its inner psychological mechanism caused by the preference information of others in low related products than the behavior information of others. In experiment 1, the subjects were presented with 6 kinds of self identity high correlation products and 3 low self identity related products, and the most popular products were used to represent the preference information of others. The maximum purchase represents his behavior information. To compare the difference of purchasing behavior between the two conditions. Experiment 2 was designed by 2 (self identification related products: high, low) 脳 2 (other information: preference, behavior) 脳 2 (relationship intimacy: friends, strangers) 脳 2 (unique requirements: high, low), To explore whether psychological sharing and unique needs are the psychological mechanism of others' preference which leads to more herd effect than others' behavior. Experiment 3 discusses the performance of this effect in the context of online shopping by designing a shopping website to simultaneously obtain other people's preference and behavior information, the consumer's consumption behavior is in conformity with the crowd. The results are as follows: 1) in both high and low correlation products, there is a difference between other's preference information and others' behavior information. The closeness between others and consumers regulates the influence of other people's information on consumption conformity, that is, psychological sharing is its psychological mechanism. (3) under the condition of online shopping, when people obtain information about others' preferences and behaviors at the same time, There is still more consumption of preference information than behavior information. In the field of consumption, other people's information has always been an important factor for consumers' reference, which often leads to herd behavior. But this study found that when other conditions are similar or identical, the preference of others is stronger than the behavior of others, which is equivalent to knowing that others have purchased the product. Herd behavior has been partially suppressed and reduced. The discovery of this phenomenon has important enlightenments to the field of consumption conformity and commerce. Furthermore, this study found that other people's preference is more than others' behavior. In addition, the psychological mechanism of finding low self-identity related herd differences is psychological sharing.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：B842

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 王錚;趙若成;;獨(dú)特性需求對奢侈品購買意愿影響實(shí)證研究[J];商業(yè)經(jīng)濟(jì)研究;2015年31期

2 胡兵;熊元斌;余柳儀;;認(rèn)同動機(jī)對消費(fèi)者參與產(chǎn)品定制的影響——基于社會認(rèn)同理論視角[J];經(jīng)濟(jì)與管理;2015年02期

3 劉紅艷;;網(wǎng)絡(luò)口碑效應(yīng)因人而異?——個體獨(dú)特性需求在網(wǎng)絡(luò)口碑影響消費(fèi)決策中的作用[J];商業(yè)研究;2014年02期

4 呂晶;;信息呈現(xiàn)方式與大學(xué)生詞匯記憶效果的相關(guān)研究[J];教育理論與實(shí)踐;2012年27期

5 陳文濤;桑青松;;大學(xué)生消費(fèi)從眾心理差異性調(diào)查研究[J];心理研究;2009年01期

6 曹虹劍,姚炳洪;對從眾消費(fèi)行為的分析與思考[J];消費(fèi)經(jīng)濟(jì);2003年05期

7 任壽根;模仿行為經(jīng)濟(jì)學(xué)分析——對經(jīng)濟(jì)波動的一種新解釋[J];經(jīng)濟(jì)研究;2002年01期

，

本文編號：1798593