联系我们

论文查询结果	返回搜索

论文编号：	11822
作者编号：	1120170887
上传时间：	2020/6/22 12:00:04
中文题目：	不同试用类型与聪明购买者感知对消费者购买意愿影响的研究
英文题目：	Research on Influence of Different Trial Types and Smart Buyers’ Perception on Consumers’ Purchase Intention
指导老师：	李东进
中文关键字：	不同试用类型；聪明购买者感知；体验营销；自主掌控感；购买意愿
英文关键字：	Different Trial Types; Smart Buyers'' Perception; Experience Marketing; Sense of Control; Purchase Willingness
中文摘要：	摘要 伴随着体验经济的不断推进和消费者多样化心理诉求的激增，传统的营销策略已经不能满足复杂多变的市场竞争环境。面对铺天盖地、真假难辨的市场信息，越来越多的消费者难以用传统市场获得的产品信息来甄别产品质量的优劣。为此，企业纷纷尝试提供试用营销策略，以赢得消费者对产品的认可，某些提供商甚至把试用营销策略上升为竞争优势的主要来源。在这种试用营销模式的出现和驱动下，诸如免费体验、优惠券等作为较常见的试用促销手段，被广泛地应用于产品和服务促销活动中，尤其是在新产品、新服务的发行和宣传推广中。试用营销模式在众多营销领域中，尤其是在以高科技为主导的产品和服务浪潮的引领下，得到了消费者广泛的认可和企业频繁的运用。 营销学和心理学研究一致表明，试用是促使消费者形成信念和态度的有效信息来源，不仅可以帮助消费者在正式购买之前对目标产品或服务有更加全面和深刻的认知，而且对消费者品牌态度形成、价值评估判断和行为预测产生至关重要的作用。然而，许多企业在试用营销模式的定价方面存在较大分歧，根据市面上常见的试用营销模式，可将其大致归纳为免费试用类型和付费试用类型。免费试用类型主要是指消费者在购买产品之前先进行免费的、无支付资金风险的试用体验，而付费试用类型是指在购买产品之前需要支付全额、成本价、或优惠价等部分货币成本的试用体验。无论是免费试用类型，还是付费试用类型，都可以从根源上促进消费者与企业的信息、情感和行为方面的互动，对消费者试用满意以及决策行为产生重要的影响。 免费试用类型在一定程度上可以帮助消费者降低金钱和心理成本，是消费者进行选择购买的重要前提，同时，对免费试用类型中存在的如产品质量欠佳、形式单一等缺点，多样化的付费试用类型能够为消费者搭建公平交易的平台，更大尺度的优化了消费者在试用过程中的消费体验。然而，对于不同的试用类型，消费者的反应也大相径庭，主要取决于消费者的聪明购买者感知。由于消费者自身的特质差异，部分消费者可能会更敏感于价格低廉的产品或服务，具有这类特质的消费者在参与试用的过程中，愿意花费更多的时间和精力等非货币成本在低价的获取和选择上，他们尤其享受购物的过程，在消费决策中，往往将自己定位成为聪明的购买者。本研究在互惠理论、归因理论、积极心理学理论、自我决定理论的基础上，重点探索了不同试用类型如何在聪明购买者感知的交互作用下对消费者购买意愿产生影响。不仅如此，本研究还针对免费试用类型伴随的各种限制性因素，如时间限制、身份限制、形式限制等，以及付费试用类型需要支付货币成本的特性，从自主掌控感的视角，对这种内在心理机制展开了详细的讨论，并依据消费者不同的感受标准，将自主掌控感细分为主要自主掌控感和次级自主掌控感，深入地探索了不同试用类型和聪明购买者感知交互作用对消费者购买意愿产生影响的中介机制。 此外，本研究选取了产品价值和产品类型作为对不同试用类型和聪明购买者感知交互作用对消费者购买意愿产生影响的主效应和自主掌控感中介效应的调节变量。不仅从产品价值较高和产品价值较低两个层面论述了产品价值的调节作用，而且从体验产品类型和信誉产品类型两个角度阐述了产品类型的调节作用。鉴于本研究重点探索不同试用类型与聪明购买者感知对消费者购买意愿的影响，不同的购买情境也会对消费者产生差异化的影响，因此，本研究还探讨了不同试用类型对消费者购买意愿产生影响的购买情境影响因素。为了寻求可能会对消费者的心理和行为产生影响的具体购买情境，本研究围绕与试用类型联系最为紧密的购物导向和购买情境公开程度进行了详细的探索。 为了能够更好地探索这些研究内容，本研究回顾和梳理了相关研究文献，以互惠理论、归因理论、积极心理学理论、自我决定理论等重要理论作为支撑，对不同试用类型影响消费者购买意愿的内在机制进行了详细的探讨和推理，构建了研究框架模型，发展了九个研究假设。通过深度访谈定性研究法和实验法定量研究法相结合的方式，对所有的研究假设进行了有效的验证。 研究结果表明，不同试用类型和聪明购买者感知的交互作用会影响消费者对试用产品的购买意愿。对于聪明购买者感知较高的消费者，免费试用类型会唤起更强的购买意愿；对于聪明购买者感知较弱的消费者，付费试用类型会唤起更强的购买意愿。自主掌控感在不同试用类型与聪明购买者感知共同影响消费者购买意愿的作用中起中介效应。对于聪明购买者感知较高的消费者，次级自主掌控感在免费试用类型对消费者对试用产品的购买意愿的积极影响中起中介作用；对于聪明购买者感知较低的消费者，主要自主掌控感在付费试用类型对消费者对试用产品的购买意愿的积极影响中起中介作用。此外，不同试用类型与聪明购买者感知对消费者购买意愿和自主掌控感的交互效应受到产品价值和产品类型的调节作用。购物导向和购买情境公开程度在一定程度上会调节不同试用类型对消费者购买意愿的影响。 从理论上讲，这些研究结论不仅对于深入考察不同试用类型的表现形式、影响因素以及适用边界等具有重要的借鉴意义，而且为自主掌控感在营销领域的应用和拓展奠定了重要的理论基础；从实践上讲，本研究在帮助企业制定合理有效的试用营销策略，帮助消费者甄选合适的试用类型，以及帮助政府和行业监管规范市场秩序等方面都有重要的实践启示作用。
英文摘要：	Abstract With the continuous promotion of experience economy and the proliferation of diversified psychological demands of consumers, traditional marketing strategies have been unable to meet the complex and changeable market competition environment. In the face of the overwhelming market information, it is difficult for more and more consumers to use the product information obtained in the traditional market to identify the quality of products. Therefore, enterprises have tried to provide trial marketing strategies to win consumers' recognition of products, and some providers have even raised trial marketing strategies as the main source of competitive advantage. With the emergence and drive of this trial marketing mode, such as free trial, coupons, etc., as a more common means of trial promotion, are widely used in product and service promotion activities, especially in the distribution and promotion of new products and services. Trial marketing mode has been widely recognized by consumers and frequently used by enterprises in many marketing fields, especially under the guidance of high-tech products and services. Marketing and psychology research show that trial is an effective information source to promote consumers to form beliefs and attitudes. It can not only help consumers have a more comprehensive and profound understanding of the target products or services before formal purchase, but also play an important role in the formation of consumers' brand attitudes, value evaluation judgment and behavior prediction. However, many enterprises have different opinions on the pricing of trial marketing mode. According to the common trial marketing mode on the market, it can be roughly classified into free trial type and paid trial type. The free trial type mainly refers to the trial experience of free and no risk of payment before the consumer purchases the product, while the paid trial type refers to the trial experience of partial monetary costs such as full amount, cost price, or preferential price before purchasing the product. Both the free trial type and the paid trial type can promote the interaction of information, emotion and behavior between consumers and enterprises from the root, which has an important impact on consumers' trial satisfaction and decision-making behaviour. Free trial type can help consumers to reduce money and psychological costs to a certain extent, which is an important prerequisite for consumers to choose to purchase. At the same time, for the shortcomings of free trial type, such as poor product quality, single form, etc., diversified paid trial types can build a fair trading platform for consumers, and optimize consumers' trial in a larger scale Consumption experience in the process. However, for different types of trial, the response of consumers is also very different, mainly depends on the perception of consumers' smart buyers. Due to the differences of consumers' own characteristics, some consumers may be more sensitive to low-cost products or services. In the process of participating in trial, consumers with such characteristics are willing to spend more time and energy and other non monetary costs in the acquisition and selection of low prices. They especially enjoy the shopping process. In the consumption decision-making, they tend to position themselves as for smart buyers. On the basis of reciprocity theory, attribution theory, positive psychology theory and self-determination theory, this study focuses on how different trial types affect consumers' purchase intention under the interaction of smart buyers' perception. In addition, this study also discusses the internal psychological mechanism of free trial type, which is often accompanied by various restrictive factors, such as time restriction, identity restriction, form restriction, etc., and the characteristics that the paid trial type needs to pay the money cost, from the perspective of the sense of control, and according to the different feeling standards of consumers, classify sense of control into primary sense of control and secondary sense of control, and the intermediary mechanism of different trial types and smart buyers' perception interaction on consumers' purchase intention is explored in depth. In addition, this study selected product value and product type as the moderating variables of the main effect and the mediating effect of the sense of control feeling on consumers' purchase intention. This paper not only discusses the adjustment function of product value from two aspects of high product value and low product value, but also expounds the adjustment function of product type from two aspects of experience product type and credence product type. As this study focuses on exploring the influence of different trial types on consumers' purchase intention, different consumption situations will have different influence on consumers, therefore, this study also discusses the influence factors of different trial types on consumers' purchase intention. In order to find specific consumption situations that may affect consumers' psychology and behavior, this study focuses on the most closely related shopping orientation and openness of purchase situations. In order to better explore these research contents, this study reviews and combs the relevant research literature. Supported by the reciprocity theory, attribution theory, positive psychology theory, self-determination theory and other important theories, it makes a detailed discussion and reasoning on the internal mechanism of different trial types affecting consumers' purchase intention, constructs a research framework model, and develops nine researches Suppose that. Through the combination of qualitative research method of in-depth interview and quantitative research method of experimental method, all the research hypotheses are effectively verified. The results show that the interaction of different trial types and smart buyers' perception will affect consumers' purchase intention of trial products. For consumers with higher perception of smart buyers, free trial type will arouse stronger purchase intention; for consumers with weaker perception of smart buyers, paid trial type will arouse stronger purchase intention. The sense of sense of control plays an intermediary role in the influence of different trial types and smart buyer perception on consumers' purchase intention. For consumers with higher perception of smart buyers, the secondary sense of control plays an intermediary role in the positive impact of free trial type on consumers' purchase intention of trial products; for consumers with lower perception of smart buyers, the primary sense of control plays an intermediary role in the positive impact of paid trial type on consumers' purchase intention of trial products. In addition, the interaction effect of different trial types and smart buyer perception on consumers' purchase intention and sense of control is regulated by product value and product type. To a certain extent, shopping orientation and openness of purchase situation will adjust the influence of different trial types on consumers' purchase intention. In theory, these conclusions are not only of great significance to the in-depth study of the forms, influencing factors and applicable boundaries of different trial types, but also lay an important theoretical foundation for the application and expansion of the sense of sense of control in the field of marketing. In practice, this study helps enterprises to formulate reasonable and effective trial marketing strategies and consumers The selection of suitable trial types and the help of government and industry regulation to regulate market order have important practical implications.
查看全文：	预览  下载(下载需要进行登录)