【摘要】：隨著網絡技術和科學技術的迅猛發(fā)展,電子商務作為一種新興的購物方式開始走進人們的生活,越來越多的用戶開始在網上購物。其中,大學生又成了目前網購的主力軍。調節(jié)定向理論作為動機理論的一種新視角,一經提出就受到學界的重視。目前的研究主主要集中于人們的日常行為,尤其是消費者決策行為。本文創(chuàng)造性的引入了場認知方式這一變量,探討了場認知方式和調節(jié)定向,對網購決策的影響。本研究懫用實驗的方式,從成都選取了280名大學生作為研究對象,采用了《鑲嵌圖形測驗》、《調節(jié)定向問卷》、《網購決策問卷》作為研究工具。對回收的問卷進行分析,得到了以下結論:一、在積極框架下,促進定向和防御定向的個體網購決策差異不顯著,在消極框架下,促進定向和預防定向個體網購決策差異顯著。二、在積極框架下,場依存性和場獨立性個體網購決策差異不顯著,在消極框架下,場依存性和場獨立性個體間網購決策差異顯著。
[Abstract]:With the rapid development of network technology and science and technology, e-commerce as a new way of shopping began to enter people's lives, more and more users began to shop online. Among them, university student became the main force of current net purchase again. As a new angle of view of motivation theory, the theory of adjusting orientation has been attached great importance to by scholars. The current research focuses on people's daily behavior, especially consumer decision-making behavior. This paper creatively introduces the field cognitive style as a variable, and probes into the influence of field cognitive style and adjustment orientation on the online purchase decision. In this study, 280 college students were selected from Chengdu by the way of experiment. The inlay figure test, the adjusting orientation questionnaire and the online shopping decision questionnaire were used as the research tools. The results are as follows: firstly, under the positive framework, there is no significant difference in the individual online purchase decision between the promoting orientation and the defensive orientation, but in the negative framework, the difference between the promotion orientation and the prevention orientation is significant. Secondly, under the positive frame, there is no significant difference between the field dependence and the field independence individual online purchase decision, but under the negative frame, the field dependence and the field independence individual net purchase decision difference is remarkable.
【學位授予單位】：四川師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：B842.1

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本文編號：2221869