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论文编号：	3347
作者编号：	1120080734
上传时间：	2011/6/9 10:17:39
中文题目：	积极消费行为：前置因素与影响后果整合模型研究
英文题目：	Positive Consumption Behavior: The Study of An Integrated Model of Its Antecedents and Consequences
指导老师：	李东进
中文关键字：	消费;积极消费行为;前置因素;影响后果
英文关键字：	consumption; positive consumption behavior; antecedents; consequences
中文摘要：	在消费者行为研究领域，消费者行为通常被分为三个阶段：购前选择阶段、产品消费阶段和消费后评估阶段。购前选择阶段和消费后评估阶段着重于对产品的评价，购前选择阶段主要是通过消费者获得的信息或者消费者大脑中储存的线索对想要购买的产品进行评价，消费后评估阶段则是对产品的表现进行评价，然而，要实现产品的价值，这两个阶段进行的评价行为无能为力，只能通过消费阶段中消费者直接将行动作用于产品才能够获得。目前不论是文献中还是实践中对于消费阶段的重视都不够，企业和学者要么关注购前选择阶段，了解消费者对产品的认知，信息处理过程，对产品的态度和购买意愿；要么关注消费后评估阶段，消费者对产品是否满意，是否有抱怨行为，口碑如何，推荐意愿怎样。对于消费阶段消费者如何进行消费鲜有探讨。 基于此，本研究希望关注消费者在产品购后消费过程中的消费行为，以积极消费行为作为研究对象，并探讨影响积极消费行为的因素以及积极消费行为带来的后果。 引发积极消费行为的因素很多，这些因素大体可以归结为两类：一类与消费品相关，消费品本身的某些特性促使消费者实现消费目标；一类与消费者自身相关，消费者积极地、受到自身的鼓舞、自我促进、努力地实现消费目标。根据这两个原因，本研究希望探讨与消费品相关的沉没成本变量，与消费者自身相关的消费者节俭消费观、控制动机和消费目标与积极消费行为的关系。 在消费后阶段中，文献常常涉及消费者满意、正面口碑传播意愿和再购意愿相关研究，因此，本研究将探讨积极消费行为与消费者满意、正面口碑传播意愿和再购意愿之间的关系。 为了给出积极消费行为的概念、挖掘积极消费行为的结构、前置因素以及影响后果，本文发展了概念框架并提出了研究假设。具体而言，本文进行了如下研究： 1. 积极消费行为概念与量表开发 已有文献描述了产品购后消费过程中的积极认知、积极情感，而积极行为的研究却很少受到关注。本文在文献基础上，提出了积极消费行为概念。为进一步探讨积极消费行为的内容，研究在消费者深度访谈、消费者报告和消费者预测试的基础上编制了积极消费行为问卷，并使用编制的问卷对546名消费者正式调查，最终回收有效问卷517份。研究使用SPSS13.0和LISREL8.70软件，采用探索性和验证性因子分析方法，对积极消费行为量表进行信度和效度分析。研究结果表明，所开发的量表具有很好的信度和效度；积极消费行为是一个多维度的结构，包括时间间隔、使用频率、解决问题和配套产品四个维度。 2. 影响积极消费行为的前置因素 本文在定性研究的基础上挖掘哪些因素对积极消费行为有影响，并借鉴文献进一步提炼这些变量；为证明这些因素对积极消费行为的影响效应，研究采用了行为学实验和实证调研的方法，调查在天津高校的本科生和MBA共计697人。通过六个研究，本文研究结果显示：沉没成本对积极消费行为影响显著，节俭消费观对积极消费行为影响显著，控制动机对积极消费行为影响显著，沉没成本与节俭消费观对积极消费行为的交互效应不显著，沉没成本与控制动机对积极消费行为的交互作用显著，消费目标（明确/不明确；自治/控制；内在/外在）对积极消费行为影响显著，在消费目标（自治/控制）与积极消费行为关系中，实施意愿起部分中介作用，在消费目标（内在/外在）与积极消费行为关系中，实施意愿起完全中介作用。 3. 积极消费行为的影响后果 本文通过两个实证研究，探讨积极消费行为与整体满意、正面口碑传播意愿和再购意愿之间的关系，研究发现积极消费行为对整体满意有显著的直接影响效应，整体满意在积极消费行为与正面口碑传播意愿关系中起部分中介作用，整体满意在积极消费行为与再购意愿关系中起部分中介作用。 在本文中，作者提出了积极消费行为概念，这一概念的提出对未来进行购后行为研究提供了新的视角，同时大大丰富了购后行为相关文献。编制的积极消费行为量表为深入定量分析，探讨积极消费行为与其他变量的关系打下基础。本文探讨了影响积极消费行为的前置因素，以及积极消费行为带来的后果，并在此基础上提出了一个概念框架。为了验证概念框架中各变量之间的关系，本文进行了六个研究。根据研究结论，本文提出了研究的理论意义、实践意义、研究不足和未来研究方向。
英文摘要：	In consumer behavior field, there are three phases: prepurchase choice phase, product consumption phase and postconsumption phase. In prepurchase choice phase and postconsumption phase, consumers always evaluate. In prepurchase choice phase, consumers evaluate advantages and weaknesses of alternatives according to gained information and stored cues in their brains. In postconsumption phase, consumers evaluate products’ performance. However, products’ value can’t be attained in these two phases, and can be attained in product consumption phase. Today, marketers and researchers do not pay much attention to the product consumption phase. Before the consumption phase, they have paid a great deal of attention to the product acquisition, information process, attitude toward the product, and the purchase intention. After the consumption phase, they have focused on satisfaction, complaining behavior, word-of-mouth communication intention, and recommendation intention. In the consumption phase, how do consumers consume their products has been paid less attention. In this research, we acknowledge the importance of consumption, and we want to examine how consumers’ consume. We propose that consumption behavior can be divided into positive consumption behavior and negative consumption behavior, and we research the positive consumption behavior in this paper. Meanwhile, we investigate the antecedents and consequences of positive consumption behavior. There are many factors influencing the positive consumption behavior, and we divide the factors into two categories: one is related to the product which has some characteristics to make consumers to realize their goals, and the other is related to consumers themselves. According these two categories, we present the conceptual framework of relationship between the influcing factors and the positive consumption behavior. To be concrete, we examine sunk cost and thrift consumption value, and controlled motivation, and consumption goal as the positive influencing factors for the positive consumption behavior. In this research, we explore the consequences of the positive consumption behavior, on the basis of service marketing. We present the conceptual model of relationship between the positive consumption behavior and the consequences. That is, we investige how the positive consumption behavior affects satisfaction, positive word-of-mouth communication intention, and repurchase intention. To propose the concept of the positive consumption behavior, and to investigate the influencing factors and consequences of the positive consumption behavior, we develop the integrated conceptual framework and research hypotheses. To be Specific, we conduct the following studies. 1. The positive consumption behavior: concept and scale development. Since many literatures have examined positive cognition and positive affect, the study would focus on positive behavior. The study proposes the concept of positive behavior based on a lot of literatures. Trying to inquire about the contents of positive consumption behavior, the study, based on depth interviews, reports of consumers and pre-test to consumers, has developed positive behavior consumption questionnaire. The study surveys 546 consumers, and receives 517 valid questionnaires. The study uses SPSS13.0 and LISREL8.70 to analyze the scale. The result of an exploratory and a confirmatory factor analysis indicates that the measurement scale has acceptable levels of reliability and validity. The research has revealed that the positive consumption behavior is a muti-dimensional construct and consists of four dimensions, which are time interval, usage frequency, product problems solving and associated product purchase. 2. Investigating the antecedents of the positive consumption behavior. In this section, we used six studies investigating 697 undergradates and masters of business administration in Tianjin. Across six studies using different methodologies, samples, product categories, we find the influcing effects of the antecedents. As for influencial factors to the positive consumption behavior, sunk cost and the thrift consumption value, and controlled motivation, and consumption goal (clear/not clear; autonomous/controlled; intrinsic/extrinsic) are factors positively significant. The interaction effect of sunk cost and the thrift consumption value on the positive consumption behavior is not significant. The interaction effect of sunk cost and controlled motivation on the positive consumption behavior is significant. In the relationship between consumption goal (autonomous/controlled) and the positive consumption behavior, implementation intention has part mediating effects. In the relationship between consumption goal (intrinsic/extrinsic) and the positive consumption behavior, implementation intention has overall mediating effects. 3. Investigating the consequences of the positive consumption behavior We used study 2 and study 6 to find the consequences of the positive consumption behavior. The results show that the positive consumption has a significant positive effect on satisfaction. In the relationship between the positive consumption behavior and the positive word-of-mouth communication intention, satisfaction has part mediating effects. In the relationship between the positive consumption behavior and the repurchase intention, satisfaction has part mediating effects. In this research, we propose the concept of the positive consumption behavior, present a theoretical framework, and examine the antecedents and the consequences of the positive consumption behavior. We conduct six studies to show the effects and discuss implications for theory and marketing practice and future research.
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