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论文编号：	12390
作者编号：	2120192834
上传时间：	2021/6/10 11:42:09
中文题目：	“实用主义”还是“享乐主义”-购后阶段消费者对产品新增功能类型的偏好
英文题目：	Pragmatism or hedonism—— Consumers'''''''' preference for product function types of post-purchase stage
指导老师：	杜建刚
中文关键字：	购后;享乐品;实用品;新增功能类型;自我控制
英文关键字：	Post-purchase; hedonic product; utilitarian product; new function type; self control
中文摘要：	科学技术的快速发展为产品创新提供了动力，助力产品实现动态成长，通过 系统升级、系统更新等手段，原有产品上也可以新增加其他功能，探讨消费者对 新增功能类型的偏好对企业经营发展大有裨益。 从已有研究出发，本文主要探讨了在购前阶段与购后阶段，消费者对不同类 型产品(实用型 vs.享乐型)的新增功能类型(实用型 vs.享乐型)的偏好。以问 卷调查的方式，通过 2(时期:购买前 vs.购买后)×2(基础产品类型:实用型 vs.享乐型)×2(新增功能类型:实用型 vs.享乐型)的实验，分析了购前阶段和 购后阶段两个时期消费者对产品新增功能类型的偏好。已有研究针对购前行为 的成果较多，但对购后行为的研究较少，为进一步探索购后时期消费者的行为， 通过 2(基础产品类型:实用型 vs.享乐型)×2(新增功能类型:实用型 vs.享乐 型)探讨了自我控制的调节作用。 研究结果表明，在购买前，不论是实用型产品还是享乐型产品，消费者对新 增了享乐型功能的产品偏好程度更高，表现出“享乐主义”;而在购买后，即使 用产品阶段，消费者对实用型新增功能的偏好程度更高，表现出“实用主义”。 对于自我控制高的消费者而言，不论是实用品，还是享乐品，相较于新增享乐型 功能，他们对新增实用型功能的偏好程度更高;对于自我控制低的消费者而言， 不论是实用品，还是享乐品，相较于新增实用型功能，他们对新增享乐型功能的 偏好程度更高。 本文加强了消费者购后使用行为在营销中的研究深度，从全新的视角为企 业推出更适应市场需求的产品提供了可参考的理论依据。
英文摘要：	The rapid development of science and technology provides impetus for product innovation. By means of system upgrading and system updating, extra functions can be added to the base products. It is of great benefit for enterprise to explore consumers' preferences for new function types. Starting from the existing research, this paper mainly discusses consumers' preferences for new function types at the pre-purchase stage and post-purchase stage. By means of questionnaire survey, through the experiment of 2 (period: pre-purchase vs. post-purchase) × 2 (basic product type: utilitarian vs. hedonic) × 2 (new function type: utilitarian vs. hedonic), this paper analyzes the consumers' preference for new function types at the pre-purchase stage and the post-purchase stage. In order to further explore consumers' preference for new product function types at the post purchase period, this paper explores the moderating role of self-control through 2 (basic product type: utilitarian vs. hedonic) × 2 (new function type: utilitarian vs. hedonic). The results show that before purchase, consumers prefer the products with newly added hedonic functions, showing "hedonism"; while after purchase, consumers prefer the products with newly added utilitarian functions, showing "pragmatism". For consumers with high self-control, they prefer utilitarian functions more than hedonic functions; for consumers with low self-control, they prefer hedonic functions more than new utilitarian functions. This paper strengthens the research depth of consumers' behavior at the stage of post purchase, and provides a reference theoretical basis for enterprises to launch more market-oriented products from a new perspective.
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