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论文编号：	2346
作者编号：	2120082125
上传时间：	2010/6/9 2:12:26
中文题目：	消费者物质主义倾向与自我概念对购买意愿的影响研究
英文题目：	Research on Influence of Materialism Inclination and Self-concept to Purchase Intention
指导老师：	李东进
中文关键字：	自我概念;物质主义倾向;品牌形象;购买意愿
英文关键字：	Self-concept;Materialism Inclination;Brand Image;Purchase Intention
中文摘要：	自我概念和物质主义对消费心理和行为的影响已引起研究者的关注，消费者的自我概念和物质主义倾向是如何影响其对不同品牌形象产品的购买意愿？本研究以自我概念/品牌形象一致性理论为基础，引入物质主义倾向对自我概念的影响，并结合产品使用可见性，探讨三者对品牌购买意愿的影响。 自我概念是消费者对自身一切的知觉、了解和感受的总和，是对自身的看法和情感。消费者在选购品牌时会将品牌形象与对自我概念进行对比，品牌形象与自我概念一致时，消费者将产生较高的购买意愿。消费者的物质主义倾向影响着其自我概念。物质主义代表着一种特定的生活方式，其特点是借助于更多、更好的产品来提高生活满意度和幸福感。自我概念强弱和产品的使用可见性不同，消费者对自我概念/品牌形象一致性的选择也有差别。 通过实证研究，本研究发现，消费行为受到消费者自我概念/品牌形象一致性的影响，而这个影响又为其自我概念强度和产品的使用可见性所调解。消费者自我概念中自我不满意度可用其物质主义倾向来表征，消费者的物质主义倾向越强，其自我不满意度越高；消费者对物质自我的认同度越高，其自我不满意度也越高。消费者自我概念的强弱对其产品购买时的自我概念/品牌形象一致性选择有显著影响。自我概念强的消费者，倾向于购买品牌形象与其自我概念相一致的产品。自我概念弱的消费者，这个一致性选择不明显。产品的使用可见性对消费者产品购买时的自我概念/品牌形象一致性选择有显著影响。对于使用可见性高的公众性产品而言，消费者倾向于选择自我概念/品牌形象一致的产品，对于使用可见性低的私人性产品而言，消费者并无自我概念/品牌形象一致性选择的明显倾向。 根据研究结果，本研究认为自我概念可用于市场细分，从目标客户的自我概念出发，使品牌具有鲜明的形象。同时，考虑产品使用可见性的影响，对不同性质的产品采取不同的策略。在品牌策略上，通过典型使用者的形象来传递品牌形象，唤起消费者的自我概念/品牌形象一致性选择。在广告宣传中，对于有利的消费者自我概念和物质主义倾向适度引导，体现产品的象征性价值。
英文摘要：	It has been discovered that self-concept and materialism influence consumer behavior intrinsically. However, few researches have been made on how self-concept and materialism affect consumers’ willingness to buy products of different brand images in China. Based on the self-concept/brand image congruence theory, this study discusses the influence of materialism inclination on self-concept, and takes in product conspicuousness as a mediator to find the mechanism on brand purchase intentions. Self-concept is consumers’ views and emotions of themselves. It is the sum of perceptions, understandings and feelings on their own. Consumers compare brand image with their self-concept and will have a higher purchase intention when there is congruence to some extent. Materialism affects consumer’s self-concept. Materialism represents a particular living style, characterized by means of owning and consuming more and better goods to improve life satisfaction and happiness. Different self-concept intensity and product conspicuousness will differently influences consumers’ choices on self-concept/brand image congruence. By empirical research, this study concludes that consumer behavior is affected by self-concept/brand image congruence, and this effect is mediated by self-concept intensity and product conspicuousness. The distance between consumers’ real self and ideal self is characterized by their materialism inclination, the more obvious their materialism inclination, the further the distance. Moreover, the more they recognize the material self, the further the distance between real self and ideal self. Self-concept intensity mediates self-concept/brand image congruence on brand choice. Consumers with strong self-concept tend to buy more consistent brand. Product conspicuousness also mediates this effect. For public products, consumers tend to select brands with more consistency, but this effect is not obvious for private products. Based on above findings, it is suggested that marketers use self-concept as a psychological factor to segment markets and position target customer and make the brand a distinctive and attractive image to create brand differentiation. Besides, marketers should take product conspicuousness into account to make different strategies for different products. For brand strategy, a typical user image can be built to deliver brand image to attract consumers who value self-concept/brand image congruence. For advertising campaigns, marketers should take benefit of the consumer’s self-concept and materialism inclination to reflect the symbolic value of products and brands.
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