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论文编号：	615
作者编号：	2120062072
上传时间：	2008/6/20 0:55:53
中文题目：	不同卷入度情境下价值评价对购买
英文题目：	The research on the value-expr
指导老师：	李东进
中文关键字：	购买意向 价值评价 参照群体 卷<
英文关键字：	Purchase intention Value-
中文摘要：	在市场经济快速发展的今天，企业和商家为了获得消费者的青睐，为了在日趋激烈的市场竞争中求得生存，已经越来越多的开始关注影响消费者的购买意向的因素。对于企业和商家来说，也越来越迫切的想知道，消费者在购买一样产品时，除了会考虑到产品的质量、包装、价格等因素以外，是否还会参考周围其他已经购买此种产品的人的意见呢？或者说，是否会受到参照群体的一些影响呢？他们对参照群体某种购买行为的态度是否会影响到自身的购买意向呢？如果会受到一定的影响，那么针对不同的产品卷入度和购买决策卷入度，这种影响会有什么样的变化呢？这些都是本研究将要进行探讨的内容。 本研究以消费者的购买意向为研究主题，针对影响购买意向的一个因素：价值评价与其之间的关系展开了讨论，并建立了相关假设和研究模型，试图通过定量分析的方法来进行验证。本研究将消费者对参照群体的价值评价作为自变量，将消费者的购买意向作为因变量，并且还在模型中加入了“卷入度”作为调节变量，针对汽车和运动服两种不同的产品卷入度和不同的购买决策卷入度来进行验证。 通过对样本数据的整理和分析，本研究得出结论：价值评价与消费者购买意向是正相相关的；卷入度不同，价值评价对消费者购买意向的影响作用存在差异；在高产品卷入度情境下价值评价对购买意向的影响程度大于在低产品卷入度情境下的影响程度；在高购买决策卷入度情境下价值评价对购买意向的影响程度大于在低购买决策卷入度情境下的影响程度；并且在对假设进行检验之后，本研究还进行了进一步的深入分析，即对购买意向与人口统计特征之间的关系进行了追加分析，分别得出了对于汽车和运动服两种产品具有高低两种不同购买意向的消费人群的统计特征。 本研究对购买意向模型在我国进行了调查和验证，并且在研究的最后还对企业提出了几点实践指导意见,以期能够指导企业的经营实践活动。
英文摘要：	Nowadays, economy develops rapidly, and in order to gain the consumers’ favor and survive in the increasingly fierce competition; the enterprises have become increasingly concerned about factors which can impact on consumers purchase intentions. The enterprises are urgent to know: when consumers buy the products, do they also take the people's views who have already bought the same products into consideration in addition to taking the quality, packaging and price of the products into account? If they do, will the impact change with the different involvements? These are all what this research intends to discuss. Focused on the consumers’ purchase intentions, this study proposes a series of scientific hypotheses and the theoretic model and attempts to validate them by quantitative analysis methods. This study designs value-expressive of the reference groups as independent variable, and designs the purchase intentions as dependent variable. In addition, we use the variable "involvement" to discuss the variety of the relationship between the independent variable and the dependent variable. We test our model by surveying actual customers about two different product involvements (cars and clothes) and two different purchase decision-making involvements. Based on the analysis, the study concludes that: value-expressive has a positive effect on the customers’ purchase intentions; product involvement will affect the relationship between customers’ purchase intentions and value-expressive. For the people who have different purchase decision-making involvements, the purchase intentions will be affected differently by the value-expressive. After the test of the hypotheses, this study also conducts a further analysis. The purpose of this analysis is to find the relationship between the purchase intentions and demographic characteristics. And the author concludes the different characteristics of the people who have different purchase intentions. This study does the applicability verification of the purchase intentions model, and also proposes some advice to the enterprises hoping to guide the operational activities.
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