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论文编号：	1176
作者编号：	1120060695
上传时间：	2009/6/11 15:46:46
中文题目：	中国文化背景小的消费者购买行为
英文题目：	Study on Purchase Intention Mo
指导老师：	韩德昌
中文关键字：	Fishbein合理行为理论模型 跨<
英文关键字：	Fishbein model of reasoned act
中文摘要：	长期以来对消费者行为的研究都是建立在西方共同的历史文化背景基础上的，以这种文化背景预设为基础所建立起来的消费者行为理论是否适用于非西方社会，受到多数学者的质疑。基于这种理论认知，近年来一些学者检验了在消费者行为领域被普遍应用的Fishbein合理行为理论模型在其它文化中的适用性。大量研究表明，由于文化对消费者推理过程的影响，以美国消费者为研究对象而提出的Fishbein合理行为理论模型在非西方文化背景下不再适用，这说明Fishbein合理行为理论模型需要通过更多的跨文化评价，从而得到进一步改进。 本研究在全面回顾了与Fishbein合理行为理论模型相关的文献后，揭示了该模型自身存在的缺陷以及在跨文化应用方面的局限性。通过中美文化价值观的对比研究，总结得出中国文化的基本特征，即中国文化价值大部分形成于人与人、人与社会关系之中，与关系密切相关的其它重要的中国文化现象是面子和群体导向观念，并进一步指出面子和群体导向文化对消费者行为意向的影响。本研究根据中国实际情况，用面子和群体一致意识两个变量代替Fishbein模型中的主管规范变量，并增添了态度、面子和群体一致变量之间的相关关系，从而实现对Fishbein合理行为理论模型的修正。采用结构方程模型方法，用AMOS软件对修正模型进行了检验。通过删除态度、面子和群体一致变量之间的相关路径，提出修正模型的竞争模型，用AMOS对竞争模型进行数据拟合检验。 由于FCB网格模型对现有产品分类比较全面，具有代表性和普遍的应用价值，因此在后续研究中，本文采用FCB网格模型区分出高卷入度理性产品、高卷入度感性产品、低卷入度理性产品、低卷入度感性产品四种不同类别的产品作为调节变量，以检验修正后的Fishbein合理行为理论模型对不同产品的适用性。本文主要的研究结论如下： 第一，揭示了原Fishbein合理行为理论模型自身存在的缺陷及其在跨文化适用性方面的局限性，通过文献梳理，揭示出影响中国消费者形成购买意向的主要文化因素，即 “面子意识”和“群体一致”因素，进而提出Fishbein模型之修正模型。研究结果显示，修正后的Fishbein模型能够更为充分、合理的解释中国消费者行为意向的形成机制。 第二，通过对现有文献的回顾，本研究增添了修正模型中态度、面子和群体一致变量之间的相关关系路径。通过修正模型与其竞争模型的对比分析，证实了行为态度因素与社会规范因素之间存在相关关系，即态度、面子和群体一致因素之间存在着相互影响的关系。 第三，基于FCB网格模型对产品的分类，检验了修正模型在不同产品领域中的适用性，扩展该模型的适用范围。就修正模型而言，产品类别的不同，态度、面子和群体一致变量对购买意向形成的影响作用也是不同的。比较分析显示，态度对高卷入度产品购买意向形成的影响要大于对低卷入度产品的影响；面子意识对感性产品购买意向形成的影响要大于对理性产品的影响；群体一致对理性产品购买意向形成的影响要大于对感性产品的影响。 本研究综合运用文献法、深度访谈法、问卷调研和结构方程等定性与定量相结合的研究方法。在预调研阶段回收有效问卷113份，采用SPSS15.0及AMOS5.0软件工具对预调研问卷的信度和效度进行分析，形成本研究所使用的正式问卷。模型检验分为两个阶段进行，第一阶段以私家车为研究产品，验证分析修正模型对数据的拟合度，第二阶段引入FCB网格模型，用以检验不同类别产品对修正模型的调节效应，并最终确定了能够解释和预测中国消费者购买意向的修正模型。 本文经过全面而系统的文献综述，总结了影响消费者购买意向的中国传统文化特征，确立了研究中国消费者购买行为的理论模型，这不仅在消费者行为研究领域具有一定的理论贡献，而且为企业的国际化营销提供了有价值的实践建议，不但能够帮助企业了解中国消费者真实的购买动机，对企业采取卓有成效的消费者营销管理策略也具有重要的指导意义。
英文摘要：	Long-term study of consumer behavior was based on the commonly historical and cultural background of the west, however the theory of the consumer behavior based on the western cultural background has been questioned whether it maybe applicable in non-western society. According to perception for such theory, recently a few scholars has tested if the Fishbein model is fit to the other culture. A Large quantity of studies have illustrated, as a result of culture influences of consumers’ logic inference, Fishbein model developed on the basis of Americans consumers was no longer applicable in non-western cultural background. These studies has shown Fishbein model need to re-evaluate in more different culture background. That will be helpful to improve the Fishbein model. Through comprehensive literature review, this study reveals the defect of Fishbein model and limitation for other culture applicability. In comparison of both Chinese and American value system, we have summarized that Chinese cultural characteristics are formed in the interpersonal relations named “guanxi”. Furthermore, we point out that “Face” and “group-oriented” are more important in Chinese cultural phenomenon when people consuming. In Chinese culture, Chinese consumers concern about face problem and they are group oriented. This dissertation points out that attitude, loosing face and group-conformity pressure influence consumers’ behaviors and intention. All related references indicate that consumers’ attitude, face saving and the group-oriented interact each other. So, this study adds correlated paths among attitude, face-saving and group-conformity pressure. On the basis of Chinese social fact, this study replaces the variable of subjective norm by face-saving and group-conformity pressure, and constructs the revised Fishbein model. By means of structural equation modeling based on AMOS, we test the revised Fishbein model. Next, we remove the correlation of independent variable, and propose rival model of the revised Fishbein model, then test rival model by AMOS. FCB grid model classifies the existing products to full extent, and it is typical in application of product classification. FCB grid model divides all products into four types, this four types are high involvement thinking product, high involvement feeling product, low involvement thinking product, low involvement feeling product. Four product types are used as moderator variable to test the suitability of the revised Fishbein model for different product. Main exploratory research conclusions as follows: Firstly, this paper reveals the defect of Fishbein model and its limitation in cross-culture applicability. We discover that face-saving pressure and group-conformity pressure are the main factors which exert an influence on consumer behavioral intention. Our findings shown the revised Fishbein model is better than original and revised Fishbein model sufficiently and rationality explains forming mechanism of Chinese consumer buying intention. As a result, the author thinks it’s necessity to revise Fishbein model for customization in Chinese consumer culture. Secondly, after comparing revised Fishbein model with its rival model, we find revised Fishbein model shows the correlation between behavior attitude factor and social norm co-relations, that discover dependant relationship of attitude, face-saving and group-conformity. Thirdly, by FCB grid model method, this paper tests the suitability of revised Fishbein model for different product, and extends application range of revised Fishbein model. As far as revised Fishbein model is concerned, analysis results show attitude influence on buying high involvement product is greater than low involvement product. And face-saving pressure influence on buying feeling product is greater than thinking product. On the contrary group-conformity pressure influence on buying thinking product is greater than feeling product. The author uses various methodologies in this study, including, literature review, in-depth interviews, questionnaires survey, and SEM. There are 113 samples at the pre-investigation stage. We apply SPSS15.0 and AMOS5.0 to examine the internal consistent reliability, convergent validity and discriminatant validity of the questionnaires and modify the questionnaires according to the results. Formal study including two parts, in the first part we test the fitting degree of the revised Fishbein model for car, in the second part we make use of FCB grid model to test moderating effects of product variable for revised Fishbein model and define the revised Fishbein model finally. By literature reviewing systematically, the author summarizes features of Chinese traditional culture which influence Chinese consumer buying intention, and revises Fishbein model. That not only makes a theoretical contribution in the research field of consumer behavior but also put valuable practical suggestions to corporations which conduct international market promotion. Besides, this research also can be used as theorical guidelines to understand buying motivation of Chinese consumers and may effectively implemented in marketing management strategies for business.
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