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论文编号：	5401
作者编号：	2120112438
上传时间：	2013/6/7 11:45:09
中文题目：	功能体验与情感体验对消费者购买意愿影响的研究——以苹果手机为例
英文题目：	Research on the effects of functional experience and emotional experience on the consumer purchase intention——take iPhone for example.
指导老师：	李东进
中文关键字：	功能体验，情感体验，购买意愿
英文关键字：	Functional experience，Emotional experience，Purchasing desire
中文摘要：	体验营销是在服务营销理论的基础上方兴未艾的研究热点，众多研究都表明体验是有价值的“经济产出”，可以促进消费者购买行为。体验营销的一大难点就是体验的度量问题，体验和以往的“经济产出物”相比，具有情感性是其根本特质之一，同时这一特质也使其难以度量，Berry ,Carbone and Haeckel(2002)将体验分为功能体验和情感体验两部分，并且大部分情感体验是依附在功能体验之上的，那么功能体验和情感体验究竟各自发挥怎样的作用，这是本文研究的主要问题。其次，体验的度量离不开消费者的个人特征，个人特征包括人口统计特征及人格特征、个性等,所以本文在模型中加入了消费者个人特征。本文的研究方法为“理论梳理+实证分析”，本文先通过理论梳理建构了模型，在问卷设计中选取了手机产品中的苹果品牌手机。通过问卷调研得到数据，然后进行统计分析。研究发现，功能体验和情感体验对购买意愿都有正向影响，此外，个性（理性——感性）和年龄因素都在模型中起到调节作用。感性消费者相比理性消费者，购买意愿对情感体验变化更加敏感；年长者相比年轻人，购买意愿对功能体验的变化更加敏感。本文的研究意义首先明确了功能体验与情感体验各自对消费者购买意愿的影响，其次在模型中增加了消费者个人特征因素，为后续研究提供了思路和基础。同时实务界也可以在本文中得到启示，消费者的人口统计特征（性别、年龄、受教育程度、宗教信仰等）以及消费者的人格特征，对于其对体验的感受和购买意愿都有很大的影响，只有充分了解消费者的个人特征，才能最好的满足消费者的体验需求。
英文摘要：	Experience marketing is a hotspot based on the theory of service marketing. Most studies have showed that the Experience is a valuable “economy offering” ,and it is useful for encouraging the desire of consumption. One problem of experience marketing is experience itself is hard to measure. Experience covered with emotion factor which makes it hard to measure too. Berry, Carbone and Haeckel (2002) think the experience can be divided into functional experience and emotional experience, and the latter usually attach itself to the functional experience. So this paper wants to explore how these two factors act on the purchasing desire. And the experience cannot measure without the features of customers. So this paper adds the features of customers into the model. The research methods of this paper is "theory analysis + empirical analysis", This article first researches the existing theories to construct the model, then design the questionnaire of the apple brand mobile phone. Through the questionnaire survey, this paper get the data, then carries on the statistical analysis. Study has found that function experience and emotions experience have positive influence on purchase intention, in addition, personality factors (rational, emotional) and age play a regulatory role in the model. For emotional consumers, compared with the rational ones, purchase intention is more sensitive to the change of emotional experience; For elder people, compared with young people, purchase intention are more sensitive to the change of functional experience. The meaning of this article is that it proves the function experience and the emotion experience have influences on consumer purchase intention, and the article increase the consumers' personal factors in the model. For business circles, we want the managers to care about the consumer demographic characteristics (gender, age, level of education, religion, etc.) and the consumer's personality characteristics, in order to best meet the demand of consumer experience.
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