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论文编号：	2347
作者编号：	2120082120
上传时间：	2010/6/9 2:30:06
中文题目：	消费者独特性需求对产品偏好的影响研究——身份识别的调节作用
英文题目：	Research on Consumers Need for Uniqueness’s Influence on Product Preference: The Moderating Effect of Identity
指导老师：	李东进
中文关键字：	独特性需求；产品偏好；身份识别
英文关键字：	Need for uniqueness; Products preference; Identity
中文摘要：	中国社会正在经历着一场前所未有的社会转型与重构，西方文化的不断冲击，自身价值观和社会消费文化的迷失，中国消费者在一种传统文化和新兴消费文化中徘徊迷茫。消费文化，是经济消费者的行为方式，又是经济生产和社会结果的重要交口，也是人的自我实现的表现形式。因此从社会心理学和消费行为学角度探究个体的消费需求有着重要的理论和现实意义。本文以消费者独特性需求理论为基础，研究中国集体主义文化下消费者独特性需求对产品偏好的影响，并探讨身份识别对产品选择的调节作用。 在市场经济环境下，消费不再是一般意义上的物质实践，消费者购物除了实用功能外，表现自我形象及与众不同的需求越来越高。Snyder 和Fromkin（1977）提出了独特性理论，该理论认为“当自我概念的独特性受到威胁时，个体追求差异化，期望与他人保持差别的需求就会被激发”。本文基于独特性理论，以Tian、Bearden与Hunter(2001)设计的独特性需求量表为初始量表，经过探索性和验证性因子分析，对量表进行修正和提炼，验证中国文化背景下量表结构的稳定性。通过结构方程模型对理论模型进行拟合检验，探明变量之间的路径系数，从而测量出变量之间权重系数及相关系数。最后通过研究设计测量产品类别与身份识别的关联强度，分析不同产品类别身份表达能力，并结合理论模型给予有效的解释。 本研究发现，消费者独特性需求大体上分为三个纬度：创新性纬度、非大众化纬度和避免相似纬度。消费者独特性需求量表（CNFU）在中国集体主义传统文化下维持了原有的研究构面和测量质量，在量表的内部一致性信度、分半信度、结构效度、建构效度和区别效度等指标上均达到了量表测量的基本要求。经过模型拟合，三个纬度均对独特产品偏好产生正向积极影响，但三个纬度对产品偏好的影响力存在明显差异，即创造性纬度对独特产品偏好的影响程度最大，避免相似纬度次之，非大众化纬度最小。同时，对身份识别作用有了新的发现：个体更倾向于在他人用于识别身份的产品中追求差异化，产品类别与身份识别关联度越高，则消费者越有可能追求独特的消费行为。 本研究创新之处在于将独特性需求这一心理学变量引入消费行为学研究中，并测量了中国文化下独特性需求的结构纬度和对产品偏好的影响作用，并第一次测量身份识别在产品选择中的调节作用。 根据研究结果，本文提出企业在营销实践过程中应考量消费者独特性需求和身份表达诉求，利用产品稀缺性、独特性和符号化象征意义，突破常规诉求点来开发全新的广告信息，以丰富产品内涵，增加品牌个性，满足消费者个性化需求。
英文摘要：	Chinese society is experiencing an unprecedented social transformation and reconstruction. With the constantly impact of western culture, its values and culture of social consumption are getting lost. Chinese consumers, which are surrounding by a traditional culture and the emerging consumer culture, are in the wandering confused. Chinese society is under the profound influence of consumerism. Consumer culture is not only the economic behavior of consumers and the major intersections of economic production and social outcomes, but also one manifestation of self-realization. Therefore, the social psychology and consumer behavior point of view of individual consumer demand inquiry has important theoretical and practical significance. This article bases on the theory of consumers’ need for uniqueness (CNFU) and studies how the CNFU inference the consumer product preferences under the Chinese collectivist culture. Meanwhile, this article will explore the identity’s moderating effects on product choice. In a market economy, the consumption no longer is a general sense of physical practice. In addition to practical functions, the performance of self-image and the unique needs is growing. Consumers express the self-image by consumption and the products become the medium of performance of individual unique. The concept of consumers’ needs for uniqueness drives from need for uniqueness theory developed by Snyder and Fromkin (1977), which states that people are motivated to maintain a sense of specialness. According to this theory, people find the unpleasant effect related to high levels of similarity and dissimilarity, and therefore seek to maintain a moderate level of uniqueness from others. This research is based on the consumers’ need for uniqueness scale that developed by Tian、Bearden and Hunter(2001). After exploratory factor analysis and confirmatory factor analysis, this article will revise and refine on the scale to verify the background of Chinese culture scale structural stability. Building the CNFU model, through the structural equation model testing the fit of the theoretical model, proving the path coefficient between the variables, which measure the weight coefficient between the variables and the correlation coefficient. Finally, the research design measuring product domains associated with the strength of identity, analyzes of different product domains’ identity-express ability and through the theoretical model to give a valid explanation. The study found that consumers’ need for uniqueness in general is divided into three latitude: Creative Choice counter-conformity、Unpopular Choice counter-conformity and Avoidance of Similarity. CNFU scale maintains the original study and measurement of quality dimensions under the Chinese traditional culture of collectivism. In scale, the internal consistency reliability, split-half reliability, construct validity, construct validity and discriminated validity, and other indicators have reached the instrument to measure the basic requirements. After model fitting, the three latitudes are positive on the unique product preferences generate a positive impact, but the three latitude influence on product preference significantly different. The Creative Choice Counter-conformity influences the products preferences most, the second is Avoidance of Similarity and the Unpopular Choice counter-conformity makes the least influence. Meanwhile the research has a new discovery of the effect of identity-signal: Individuals will be more likely to diverge from a majority in domains that others use to infer identity. The identity of the other people who share one’s tastes will have a greater influence on divergence in domains others use to infer identity. The innovations of this study is putting unique needs of the psychological variables into the research of consumer behavior and explore how the consumers’ need for uniqueness influences the products preference and study its theoretical structure. Meanwhile the study is the first time to measure the moderating effects of identity in products choice. Based on the findings, we suggest that when the enterprises are in the process of marketing practices, they should consider the unique needs and aspirations of identity expression. The marketing managers should use the product scarcity, unique and symbolic symbolism, breaking through the conventional demands point to develop new advertising messages to enrich the product content and increase brand personality in order to meet the individual needs of consumers.
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