【摘要】：隨著商品經(jīng)濟(jì)的迅速發(fā)展,金錢(qián)在人們的日常生活中起著越來(lái)越重要的作用,并對(duì)人們的心理和行為產(chǎn)生廣泛和深遠(yuǎn)的影響,尤其是在消費(fèi)決策情景中,人們常要面臨享樂(lè)品和實(shí)用品的兩難選擇,但是哪些因素影響了消費(fèi)品的選擇仍處在爭(zhēng)論之中。其中一些研究者關(guān)注金錢(qián)線索對(duì)消費(fèi)者決策的影響,并發(fā)現(xiàn)啟動(dòng)金錢(qián)概念的個(gè)體更傾向于關(guān)注商品的實(shí)用性特征。另外一部分研究者則關(guān)注金錢(qián)來(lái)源對(duì)消費(fèi)者決策的影響,他們發(fā)現(xiàn)消費(fèi)者更傾向于將常規(guī)收入用于日常、儲(chǔ)蓄和實(shí)用消費(fèi)等方面,而將意外之財(cái)用于娛樂(lè)休閑、享樂(lè)消費(fèi)等方面。而本研究則將金錢(qián)線索和金錢(qián)來(lái)源這兩個(gè)因素結(jié)合起來(lái)探討它們對(duì)實(shí)用品和享樂(lè)品選擇的影響。研究分為兩個(gè)實(shí)驗(yàn):實(shí)驗(yàn)一采用混合詞句任務(wù),并設(shè)置了兩個(gè)不同金錢(qián)來(lái)源情境,以探查金錢(qián)概念啟動(dòng)下心理賬戶對(duì)消費(fèi)者決策的影響。實(shí)驗(yàn)采用2(啟動(dòng)方式:金錢(qián)啟動(dòng)組vs.控制組)×2(金錢(qián)來(lái)源:努力所得vS.意外之財(cái))兩因素完全隨機(jī)實(shí)驗(yàn)設(shè)計(jì)。實(shí)驗(yàn)二采用金錢(qián)影像法,并設(shè)置了兩個(gè)不同金錢(qián)來(lái)源情境,以探查不同金錢(qián)富裕程度和心理賬戶對(duì)消費(fèi)者決策的影響。實(shí)驗(yàn)采用3(啟動(dòng)方式:金錢(qián)富裕組vs.金錢(qián)貧乏組vS.控制組)×2(金錢(qián)來(lái)源:努力所得vs.意外之財(cái))兩因素完全隨機(jī)實(shí)驗(yàn)設(shè)計(jì)。研究表明:(1)金錢(qián)概念的啟動(dòng)方式和金錢(qián)來(lái)源的交互作用顯著:對(duì)于控制組,人們將按照心理賬戶理論的預(yù)期進(jìn)行享樂(lè)品和實(shí)用品的選擇,即努力所得情境下更傾向于選擇實(shí)用品,意外之財(cái)情境下更傾向于選擇享樂(lè)品;對(duì)于金錢(qián)啟動(dòng)組,人們?cè)谂λ们榫澈鸵馔庵?cái)情境下都更傾向于選擇實(shí)用品而不是享樂(lè)品。(2)金錢(qián)富裕程度的啟動(dòng)方式和金錢(qián)來(lái)源的交互作用顯著:對(duì)于金錢(qián)貧乏組和控制組,人們將按照心理賬戶理論的預(yù)期進(jìn)行產(chǎn)品選擇,即努力所得情境中更傾向于選擇實(shí)用品,意外之財(cái)情境中更傾向于選擇享樂(lè)品,且這兩組對(duì)產(chǎn)品選擇的影響不存在顯著差異;對(duì)于金錢(qián)富裕組,人們?cè)谂λ们榫澈鸵馔庵?cái)情境中都更傾向于選擇實(shí)用品而不是享樂(lè)品。
[Abstract]:With the rapid development of commodity economy, money plays a more and more important role in people's daily life, and has a wide and far-reaching influence on people's psychology and behavior, especially in the situation of consumer decision-making. People often have to face the dilemma between hedonic and practical goods, but the factors that affect the choice of consumer goods are still in dispute. Some of them pay attention to the influence of money cues on consumers' decision-making and find that individuals who initiate the concept of money tend to pay more attention to the practical characteristics of goods. Another group of researchers focused on the impact of money sources on consumers' decisions. They found that consumers were more likely to spend their regular income on everyday, savings and practical consumption, and to use windfall money for entertainment and leisure. Enjoyment, consumption, etc. In this study, money cues and money sources were combined to explore their effects on the choice of practical and hedonic goods. The study was divided into two experiments: in experiment one, we used mixed words and sentences task and set up two different money source situations to explore the influence of psychological account on consumers' decision under the concept of money. The experiment was carried out in 2 (priming mode: money priming group vs. Control group) 脳 2 (money source: VSs from hard work. Two factors are completely randomized experimental design. Experiment two used money image method and set up two different money source situations to explore the influence of different money affluence and psychological account on consumer's decision. The experiment adopted 3 (priming method: money rich group vs. Poor money group vs. Control group) 脳 2 (money source: effort vs. Two factors are completely randomized experimental design. The results show that: (1) the interaction between the initiation of the money concept and the source of money is significant: for the control group, people will choose the enjoyment and utility according to the expectation of the psychological account theory. That is, in the context of effort, they tend to choose utility products, and in the case of windfall, they are more likely to choose hedonic goods; for money priming groups, People were more likely to choose utility than hedonic goods in situations of effort and windfall. (2) there was significant interaction between the initiation of money wealth and the source of money: for the money poor group and the control group, People will choose products according to the expectation of psychological account theory, that is to say, people are more inclined to choose practical products in the situation of hard work, and those in unexpected financial situations are more inclined to choose hedonic goods, and there is no significant difference between the two groups on the choice of products. For the wealthy, people tend to choose utility rather than pleasure in the context of hard work and windfall.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：B842

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