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论文编号：	3305
作者编号：	1120060693
上传时间：	2011/6/7 15:53:59
中文题目：	消费领域的实现性快乐——理论、模型及实证检验
英文题目：	Eudaimonic Happiness in Consuming Field:Theory, Conceptual model and Empirical evidence
指导老师：	范秀成
中文关键字：	实现性快乐 享受性快乐 体验营销 消费行为
英文关键字：	Eudaimonic Happiness, Hedonic Happiness, Experience Marketing, Consumer Behavior
中文摘要：	满足消费者需求是市场营销的核心理念之一。随着社会财富的增加和生产技术的进步，消费者对产品和服务的需求发生显著变化，从单纯关注物质需求的追求生存阶段逐渐上升到心理需求膨胀的自我表达阶段。在这样的社会经济背景下，消费者不再满足于被动的享受服务或物质产品，而是主动参与其中，付出劳动去享受发挥自我潜能的乐趣。近年来，DIY行业的兴起正是这种消费者心理需求变化的典型写照。 本文提出“消费领域实现性快乐”的论题，关注在消费领域原本就存在、需求升级后又进一步凸显的消费现象和心理，将其上升到抽象理论层次进行深入探讨与分析。在研究中引入积极心理学领域有关实现性快乐（eudaimonic happiness）的最新研究成果，结合体验营销的相关知识，构建适合消费领域实现性快乐理论模型和假设，并通过2个实验研究和1个针对真实消费者的调研得出主要研究结论如下： 1. 参与程度是影响消费者获得实现性快乐的重要前置因素。消费者的参与程度越高，所获得实现性快乐就越多。消费者亲手制作产品的过程正是一种寻求自我、实现自我的过程，这个过程无人能够替代，必须经由消费者本身实现。 2. 在大部分情况下，提供书面指导比提供人员指导能给消费者带来更多的快乐，但当参与程度加大时，提供人员指导将有助于提升消费者对该活动的总体评价。也就是说，顾客本身的参与或付出在实现性快乐的获得过程中起主要作用，企业仅起辅助作用，只需在消费者需要的时候提供恰当形式的帮助即可。 3. 在获得实现性快乐的过程中，消费者本身对该活动的深度兴趣是影响其综合心理感知的重要因素。也就是说，消费者实现性快乐的获得，是以兴趣为前提条件的。 4. 在制定实现性快乐的购买决策时，消费者表现出理性行为的特征。消费者的重购意愿与对该活动的总体评价关系最为密切，同时还受到实现性快乐这一能带来人们认知层面提升的理性心理因素的直接影响；与购买过程中所获得的正面情绪没有显著关联。 5. 实现性快乐除能影响消费者的购买决策外，还能给消费者带来认知层面的收益，提升他们的自我评价 6. 实现性快乐的产生必然伴随享受性快乐，进而通过享受性快乐带给消费者情感层面的收益，改善消费者的情绪 在研究过程中，本文综合使用了深度访谈、焦点访谈、实验研究以及真实消费者调研等方法，共采集样本542个有效样本，其中实验一178个有效学生样本，实验二136个有效学生样本，实证研究228个真实消费者样本。在分析方法上，运用多变量协方差分析、单变量协方差分析、聚类分析以及结果方程分析等多种工具。这对研究方法的多样化是一个有益尝试。特别是，在两个实验研究中，采用了真实的实验产品作为实验刺激物引导和激发被试的心理感受，同时进行了严格的控制变量检验，保证了理论验证的科学性和有效性。 目前，有关实现性快乐的实证研究、尤其是消费行为领域对这一问题的研究还很薄弱。本研究的相关成果结束了市场营销现有理论框架对这类特定消费现象缺乏明确解释的现状，对推动营销领域的理论发展有一定贡献；同时也对发现和引导健康的消费观念和消费习惯，指导企业经营实践，有深远的现实意义。
英文摘要：	Satisfying consumers’ needs is one of the core concepts in marketing. With the development of economy and technology, consumers’ needs change a lot, shifting from the surviving stage where individuals solely focus on material welfare to self-expressing stage where individuals’ psychology needs are flourishing and expanding. In this background, consumers won’t limit to passively accept service or products. On the contrary, they actively participate in the consuming process, working to enjoy the happiness of bringing their potential into full play. Recent years, the rapid growth of DIY (Do-It-Yourself) industry is a typical example of this shift. This research brings out the topic of eudaimonic happiness in consuming field, focusing on the new type of consuming phenomena caused by updated needs. Theoretic explanation is abstracted from realities and further analyzed deeply. New research fruits of eudaimonic happiness in positive psychology are introduced into this area, with the combination of experience marketing, to construct theoretic model and hypotheses about eudaimonic happiness in consuming field. Two experiments and a survey from real consumers are done to test the model. Findings are concluded as the following points: 1. Level of participation is a vital antecedence for consumers to acquire eudaimonic happiness. Higher level of participation means more eudaimonic happiness. Do-It-Yourself is a process to discover the ego and to get the feeling of achievements. This process can not be replaced by others and must be done by the consumers themselves. 2. Written instruction can bring more happiness than personal guiding in most conditions, whereas personal guiding is more helpful to improve total evaluation of the playing experience as customers involved in the process more deeply. In other words, customers’ participation functions as the main cause to generate eudaimonic happiness, while firms play an assistant role in the process, which only need to provide proper form of help when customers need. 3. Customers’ deep interest or love toward the activity is an important influencing factor to the comprehensive perception of the whole process. In other words, interest is a precondition to acquire eudaimonic happiness. 4. Customers shows rational features in the decision making process of happiness purchase. Repurchase intention is closely related to the total evaluation of the experience, and also directly influenced by eudaimonic happiness rather than hedonic happiness, with no direct connection to positive emotion. 5. Besides impact on purchase decision-making, eudaimonic happiness can bring benefits on consumers’ cognition facets by improving there self-evaluation. 6. Hedonic happiness appears symbiotically with the generation of eudaimonic happiness, and brings emotional benefits for customers by improve their positive emotion. Mixed research methods are used in this research, which include focus group, in-depth interviews, experiments and survey. Total sample size reach to 542, including 178 student samples in Experiments 1, 136 student samples in experiments 2, and 228 real customers from the survey. Various statistical methods are employed in the analyzing process, including MANCOVA, ANCOVA, cluster analysis, structure modeling etc. Especially, in two experiments, real product stimuli are used to induce and stimulate respondents’ feelings, with rigid control of the process, so as to guarantee the reliability and validity of the research results on science. To date, empirical evidence on eudaimonic happiness, especially on the eudaimonic happiness in consuming field is limited. This research gives an end to the actuality of lack of explanation to eudaimonic happiness in consuming field, with theoretical contributions to both marketing and psychology fields. At the same time, main findings from this research are also meaningful to discover and induce healthy consuming in social reality level, with valuable managerial implications to firms.
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