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论文编号：	12625
作者编号：	2120192887
上传时间：	2021/6/17 11:26:07
中文题目：	消费扶贫的动机研究-面子意识、共情倾向和社会责任感
英文题目：	Study on the Motivations of Poverty Alleviation by Consumption: Face Consciousness, Empathy and Social Responsibilit
指导老师：	李建标
中文关键字：	消费扶贫；内在动机；扶贫溢价；贫穷溢价
英文关键字：	Consumer poverty alleviation; Intrinsic motivation; poverty premium; Poor premium
中文摘要：	消费扶贫是社会各界支持和优先购买贫困地区或贫苦户的农副产品和服务，以支持贫困地区的产业发展为主导，有效帮助贫困人口提高收入水平的一种扶贫方式。现阶段我国已步入后扶贫时代，绝对贫困虽然已消除，但相对贫困仍然存在，同时伴随大规模返贫的风险。脱贫摘帽不是终点，而是新的起点，解决相对贫困问题依然任重道远。作为构建长效扶贫机制中的关键一环，消费扶贫本质上仍是一种消费行为，需要靠市场机制运行，而不是靠政府一昧地在政策上给予支持。因此，对于消费扶贫这一社会治理工程来说，设计出一套良好的助推机制，以激发消费者主动做出扶贫选择，实现消费扶贫在社会效益与市场效率之间的均衡，具有重大的现实意义。 在消费扶贫领域，现有研究主要围绕着消费扶贫理论、扶贫行为影响因素及扶贫动机研究等。通过文献梳理我们发现，目前消费扶贫背后存在的诸多问题从根源上来讲是对消费者扶贫行为及动机的研究不够重视和深入，虽然已有研究初步探索了扶贫行为的部分影响因素，但这些因素最终仍是通过动机作用于行为的，而目前关于扶贫动机的研究从准确性上来讲可进一步深入挖掘。因此，探讨在消费扶贫背后，刺激消费者产生扶贫溢价的内在动机是什么，其具体影响路径又是什么至关重要，也是本文的研究落脚点。 本研究创新性地从消费者视角出发，通过 2 个组间设置下的调查实验，具体研究了扶贫中消费者的面子意识、共情倾向和社会责任感对扶贫溢价的影响，并针对卖家身份刺激效果的差异性，进一步研究了具体的影响路径。研究结果表明，消费者的面子意识、共情倾向和社会责任感会显著正向影响其扶贫溢价；中介效应检验结果表明，贫穷溢价在面子意识、共情倾向影响扶贫溢价的过程中发挥了中介作用，而社会责任感则是直接作用于扶贫溢价。 本研究丰富了消费扶贫领域的研究结果，一方面进一步拓展了消费者扶贫行为的内在动机研究；另一方面充分利用营销学、心理学等知识，提出相应助推机制，丰富了消费扶贫长效机制的研究成果，使得普通人在日常的消费中可以为扶贫贡献自己的力量，助力消费扶贫长远发展。
英文摘要：	Poverty alleviation by consumption is a kind of poverty alleviation method which supports and gives priority to the purchase of agricultural and sideline products and services from poor areas or poor households by all sectors of society, takes supporting the industrial development in poor areas as the leading role, and effectively helps the poor people to increase their income level. At the present stage, China has entered the post-poverty alleviation era, although absolute poverty has been eliminated, relative poverty still exists, accompanied by the risk of large-scale return to poverty. Getting rid of poverty is not the end, but a new starting point. As a key link in the construction of long-term poverty alleviation mechanism, poverty alleviation by consumption is still a kind of consumption behavior in essence, which needs to be operated by market mechanism rather than by the government. Therefore, for the social governance project of poverty alleviation through consumption, a set of nudge mechanism is designed to stimulate consumers to take the initiative to make poverty alleviation choices. It is of great practical significance to realize the balance between social benefit and market efficiency. In the field of poverty alleviation by consumption, the existing research mainly focuses on the theory of poverty alleviation by consumption, the influencing factors of poverty alleviation behavior and the motive of poverty alleviation. Through literature review, we find that many problems behind the current poverty alleviation by consumption are rooted in the lack of attention and in-depth research on consumers' poverty alleviation behavior and motivation. Although some existing studies have tentatively explored some influencing factors of poverty alleviation behavior, these factors still affect behavior through motivation in the end. However, the current research on poverty alleviation motivation can be further explored from the perspective of accuracy. Therefore, it is very important to explore the intrinsic motivation behind poverty alleviation by consumption, and the specific influencing path, which is also the focus of this paper. From the perspective of consumers, this study innovatively studied the impact of consumers' face consciousness, empathy and social responsibility on poverty alleviation premium through the two groups set up under the investigation experiment, and further studied the specific impact path according to the difference in the incentive effect of sellers' identity. The results of mediating effect test show that poverty premium plays a mediating role in the process of face consciousness and empathy affecting poverty premium, while social responsibility plays a direct role in poverty premium. This study enriches the research results in the field of consumption poverty alleviation. On the one hand, it further expands the research on the intrinsic motivation of consumers' poverty alleviation behavior. On the other hand, it makes full use of marketing, psychology and other knowledge to propose the corresponding boosting mechanism, which enriches the research results of the long-term mechanism of poverty alleviation through consumption, so that ordinary people can contribute to poverty alleviation through daily consumption and contribute to the long-term development of poverty alleviation through consumption.
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