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论文编号：	15317
作者编号：	2120233713
上传时间：	2025/6/5 11:19:24
中文题目：	孤独感对创造体验型消费的影响机制研究
英文题目：	Research on the Influence Mechanism of Loneliness on Creating Experiential Consumption
指导老师：	刘建华
中文关键字：	创造体验型消费；孤独感；意义寻求；自我效能感；约束程度
英文关键字：	experiential creation consumption ; loneliness ; meaning-seeking ; self-efficacy ; constraints
中文摘要：	随着物质生活的日益丰富，消费者愈发重视内心精神世界的构建。近年来手工、DIY等创造体验型消费凭借其独特的过程参与性和结果的心理效价而备受青睐。创造体验型消费作为一种意义性消费，指消费者参与到设计或生产过程中并影响最终结果，更关注其心理体验而非产品实用价值。目前对创造体验型消费的研究方兴未艾，但针对个体心理动因的探讨仍相对较少，其中孤独感作为现代社会普遍存在的消极心理体验，对个体认知和消费行为具有深远影响。高孤独感知会引发控制感、意义感等缺失，个体除直接寻求社会联系进行应对外，亦可能通过补偿性消费缓解心理困境。综上，本研究聚焦于孤独感对创造体验型消费的影响，并基于意义维持模型与补偿性消费理论，引入意义寻求为中介变量，结合自我效能与自我决定理论，检验自我效能感和创造体验型消费约束程度的调节作用，通过五个实验探究其作用机制及边界条件。 实验一测量长期孤独感，通过情景模拟测量创造体验型消费意愿，初步验证主效应：高孤独感增强创造体验型消费意愿；实验二通过自由回忆法操纵孤独感并更换消费材料，检验主效应及意义寻求的中介作用；实验三则使用虚假反馈法操纵孤独感，以广告信息形式将同一产品操纵为高、低创造体验性，测量被试的购买意愿，再次验证意义寻求的中介效应；实验四验证了自我效能感的调节作用，高自我效能感个体在孤独时更可能产生意义寻求动机，进而转化为创造体验型消费，而低自我效能感个体该效应不显著；实验五验证了创造体验型消费约束程度的调节作用，高孤独感引发意义寻求动机，而高约束程度会阻碍意义寻求动机向创造体验型消费转化，低约束程度则促进该转化过程。 在理论贡献方面，本研究深化了对创造体验型消费驱动因素的研究，揭示孤独感对其影响的内在机制，能够拓展孤独感对体验消费影响的研究范畴，并基于个体特质和消费特性双重角度，明确了该过程中动机形成及动机向行为转化的边界条件。在营销实践中，本研究有助于创造体验型消费相关企业了解用户群体特性及其诉求，使产品设计、广告宣传和服务提供更具针对性。此外，本研究能够为消费者和公共管理提供参考，对增进社会福祉有所助益。
英文摘要：	With the increasing richness of material life, consumers pay more attention to the construction of the inner spiritual world. In recent years, experiential creation consumption, such as handicrafts and DIY, has become popular due to its unique participatory process and the psychological value of the result. As a kind of meaningful consumption, experiential creation consumption refers to consumers' participation in the design or production process and their ability to influence the results, and pays more attention to the psychological experience than to the practical value of the products. At present, the research on experiential creation consumption is in the ascendant, but the exploration of individual psychological motivation is still relatively small, in which loneliness, as a prevalent negative psychological experience in modern society, has a far-reaching impact on individual cognition and consumption behavior. A high level of loneliness can lead to a lack of control, meaning, etc. Individuals may seek social connections to cope with the situation, may also seek compensatory consumption to alleviate their psychological difficulties. In summary, the present study focuses on the impact of loneliness on experiential creation consumption, and based on the Meaning Maintenance Model and the theory of compensatory consumption, introduces meaning-seeking as a mediator variable, and combines Self-Efficacy and Self-Determination Theorie to test the moderating effect of self-efficacy and the degree of constraints on experiential creation consumption, and explores the mechanism of its action and boundary conditions through five experiments. Experiment 1 measured long-term loneliness, and through situational simulation measured the willingness to take part in experiential creation consumption, and initially verified the main effect: high loneliness enhanced the willingness to take part in experiential creation consumption; Experiment 2 manipulated loneliness and changed the consumption materials through the free-recall method, to test the main effect and the mediating effect of meaning-seeking; Experiment 3 then manipulated loneliness using a false feedback method, manipulating the same product into high and low experiential creation qualities in the form of an advertising message, measuring subjects' willingness to purchase, and again validating the mediating effect of meaning seeking; Experiment 4 verified the moderating effect of self-efficacy; high self-efficacy individuals were more likely to be motivated by meaning-seeking in times of loneliness, which translates into experiential creation consumption, whereas this effect was not significant for low self-efficacy individuals; Experiment 5 verified the moderating effect of the degree of constraint on experiential creation consumption, where high loneliness triggers meaning-seeking motives, whereas a high degree of constraint hinders the transformation of meaning-seeking motives into experiential creation consumption, and a low degree of constraint facilitates that transformation process. In terms of theoretical contributions, this study deepens the research on the driving factors of experiential creation consumption, reveals the intrinsic mechanism of loneliness, expands the scope of research on the influence of loneliness on experiential consumption, and clarifies the boundary conditions for the formation of motivation and the transformation of motivation into behavior in the process based on the dual perspectives of individual traits and consumption characteristics. In marketing practice, this study can help enterprises related to experiential creation consumption to understand the characteristics of user groups and their demands, so that product design, advertising and service provision can be more targeted. In addition, this study can provide references for consumers and public administration, and contribute to the well-being of society.
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