【摘要】：我國(guó)的商品經(jīng)濟(jì)水平正處于高速發(fā)展時(shí)期,沖動(dòng)性消費(fèi)在日常生活中出現(xiàn)的頻率也逐漸增加,而過多的沖動(dòng)性消費(fèi)給個(gè)體帶來的多是消極影響。消費(fèi)者在選購(gòu)商品的過程中,所面對(duì)的商品種類日趨增多,從中做出合理的選擇也變得更加困難。那么,過多的選擇究竟是否會(huì)影響個(gè)體的消費(fèi)行為呢?種類繁多的選擇又是否是導(dǎo)致沖動(dòng)性消費(fèi)頻繁發(fā)生的原因之一呢?本研究將基于自我損耗理論的視角來探討選擇任務(wù)是否會(huì)對(duì)女性的沖動(dòng)性消費(fèi)產(chǎn)生影響。自我損耗理論將選擇定義為經(jīng)過對(duì)可選項(xiàng)目的仔細(xì)斟酌和思量之后,從各種選擇之中做出自身的最終決定。已有相關(guān)研究證明處于損耗狀態(tài)的個(gè)體極易發(fā)生沖動(dòng)性消費(fèi),而選擇任務(wù)在自我損耗任務(wù)中占據(jù)重要位置,目前為止卻只有研究者從理論上假設(shè)選擇是導(dǎo)致沖動(dòng)性消費(fèi)的原因之一,尚未有實(shí)證研究來驗(yàn)證此假設(shè)。而且在關(guān)于選擇影響消費(fèi)行為的研究之中發(fā)現(xiàn)了另一種現(xiàn)象,也就是選擇的增多可能會(huì)降低消費(fèi)數(shù)量,那么選擇到底是否會(huì)導(dǎo)致沖動(dòng)性消費(fèi)的出現(xiàn)呢?鑒于本實(shí)驗(yàn)所采用的情景模擬法,我們將輸出變量定義為沖動(dòng)購(gòu)買意愿,基于自我損耗模型理論來探究選擇對(duì)女性沖動(dòng)購(gòu)買意愿的影響。由于個(gè)體特質(zhì)存在差異,因此我們還將加入沖動(dòng)性購(gòu)買傾向作為調(diào)節(jié)變量來繼續(xù)探究選擇對(duì)沖動(dòng)購(gòu)買意愿的影響。相關(guān)研究者將選擇過程劃分為三個(gè)階段,這三個(gè)階段對(duì)女性沖動(dòng)購(gòu)買意愿的影響又如何呢?對(duì)于上述幾個(gè)問題我們將依次通過實(shí)驗(yàn)來進(jìn)行驗(yàn)證。本研究設(shè)計(jì)了三項(xiàng)實(shí)驗(yàn):實(shí)驗(yàn)一是單因素被試間設(shè)計(jì),自變量為任務(wù)類型,存在兩種選擇組和判斷組水平,結(jié)果發(fā)現(xiàn)選擇組和判斷組的沖動(dòng)購(gòu)買意愿出現(xiàn)顯著差異,此結(jié)果為接下來的實(shí)驗(yàn)奠定了基礎(chǔ)。實(shí)驗(yàn)二是兩因素被試間設(shè)計(jì),自變量為任務(wù)類型和沖動(dòng)性購(gòu)買傾向,任務(wù)類型有選擇和非選擇兩種水平,沖動(dòng)性購(gòu)買傾向有高沖動(dòng)性購(gòu)買傾向和低沖動(dòng)性購(gòu)買傾向兩種水平。實(shí)驗(yàn)三是單因素被試間設(shè)計(jì),自變量安排為評(píng)估、選擇、執(zhí)行三種處理水平。三項(xiàng)實(shí)驗(yàn)的因變量均為沖動(dòng)購(gòu)買意愿,本研究將沖動(dòng)購(gòu)買意愿定義為沖動(dòng)性消費(fèi)的可能性。通過SPSS 17.0和EXCEL對(duì)數(shù)據(jù)結(jié)果進(jìn)行分析,本研究得出以下結(jié)論:第一,選擇任務(wù)能夠增強(qiáng)女性的沖動(dòng)購(gòu)買意愿。第二,經(jīng)歷過選擇任務(wù)之后,高沖動(dòng)性購(gòu)買傾向的個(gè)體將呈現(xiàn)出更強(qiáng)的沖動(dòng)購(gòu)買意愿。第三,決定計(jì)劃階段比評(píng)價(jià)項(xiàng)目階段和執(zhí)行決定階段更能增強(qiáng)女性的沖動(dòng)購(gòu)買意愿。最后本研究在理論方面的貢獻(xiàn)做了詳細(xì)闡述,并提出了針對(duì)女性群體在日常消費(fèi)過程中如何保持理性的相關(guān)建議。
[Abstract]:The level of commodity economy in our country is in the period of rapid development, the frequency of impulsive consumption in daily life is also increasing gradually, and excessive impulsive consumption brings more negative effects to individuals. In the process of choosing and purchasing goods, consumers face more and more kinds of goods, and it becomes more difficult to make reasonable choices. So, will too many choices affect individual consumption behavior? Is the variety of choices one of the reasons for the frequent occurrence of impulsive consumption? This study is based on self-depletion theory to explore whether task selection has an impact on women's impulsive consumption. Self-depletion theory defines selection as making its own final decision from a variety of options after careful consideration and consideration of the optional items. Previous studies have shown that individuals in a loss state are prone to impulsive consumption, while task selection plays an important role in self-loss tasks. So far, only one of the reasons for impulsive consumption has been hypothesized choice. No empirical research has been conducted to verify this hypothesis. And in the study on the impact of choice on consumer behavior found another phenomenon, that is, the increase in choice may reduce the amount of consumption, so whether choice will lead to the emergence of impulsive consumption in the end? In view of the scenario simulation method used in this experiment, we define the output variable as impulse purchase intention, and explore the influence of choice on women's impulse purchase intention based on self-loss model theory. Because there are differences in individual traits, we will continue to explore the influence of choice on impulse purchase intention by adding impulsive purchase tendency as a regulating variable. The relevant researchers divided the selection process into three stages. What about the impact of these three stages on women's impulse purchase willingness? For the above several questions, we will verify them through experiments in turn. In this study, three experiments were designed: the first one was a single factor design among the subjects, with independent variables as the task type, and there were two types of choice groups and judgment groups. The results showed that there were significant differences in impulse purchase intention between the selection group and the judgment group. This result lays the foundation for the following experiment. The second experiment was designed between two factors. The independent variables were task type and impulse purchase tendency, task type had two levels of choice and non-choice, impulse purchase tendency had two levels: high impulse purchase tendency and low impulse purchase tendency. Experiment 3 is a single-factor design. Independent variables are arranged as evaluation, selection and execution of three levels of processing. The dependent variables of the three experiments were impulsive purchase intention, which was defined as the possibility of impulsive consumption in this study. Through the analysis of the data by SPSS 17.0 and EXCEL, this study draws the following conclusions: first, the choice of task can enhance women's impulse purchase willingness. Secondly, the individuals with high impulse purchase tendency will show stronger impulse purchase willingness after having experienced the choice task. Thirdly, the decision planning stage can enhance women's impulse purchase intention more than the evaluation project stage and the implementation decision stage. Finally, the contribution of this study in theory is elaborated in detail, and some suggestions on how to keep rational in the process of daily consumption of women are put forward.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：B848

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