联系我们

论文查询结果	返回搜索

论文编号：	623
作者编号：	2120061991
上传时间：	2008/6/20 2:21:21
中文题目：	对Fishbein行为意向模型修正研究
英文题目：	Research on the Revision of Fi
指导老师：	李东进
中文关键字：	合理行为模型 文化 面子 群体导<
英文关键字：	Reasoned action model Culture
中文摘要：	随着市场经济的发展，消费者生活水平的提高，中国逐渐成为世界上最有潜力的市场。中国不仅是一个拥有悠久历史和深刻文化底蕴的国家，而且是一个多民族的国家，所以中国消费者行为特点往往表现得复杂多样。在当今市场竞争激烈的环境下，企业要想赢得市场，就需要掌握消费者行为的特点。本研究将通过中国文化对消费者的影响，借助合理行为模型的原理，来研究中国消费者购买意向的影响因素。 20世纪60年代，美国学者Fishbein提出了合理行为模型，该模型认为通过行为态度和主观规范可以预测行为意向，进而预测行为。由合理行为模型可知，行为意向受到个人的态度的和社会的规范的两个因素影响。而社会的规范的因素会因不同文化价值体系而表现出不同的特点。但是有关合理行为模型的研究主要是以美国人为研究对象，反映的是美国人的行为特点。 文化差异相关研究表明，中国文化和美国文化有很多不同之处，在对于人与人、人与社会关系的看法上尤为明显。由于中、美之间传统的社会生态因素的差异，导致了社会结构的差异，进而引起了道德标准和价值体系的差异，在中国文化的影响下，中国消费者表现出注重面子和群体导向两个明显的特点，所以，本研究用面子意识和群体一致意识这两个变量取代了合理行为模型中主观规范这个变量，从而形成了中国文化背景下合理行为模型的修正模型。 本研究以中国消费者为自己购买手机行为为例，通过问卷调查的方法对原有合理行为模型和修正模型进行比较，分析结果表明，修正后的模型对数据的拟合度比原有模型要高，对数据的解释力比原有模型要强，所以本研究认为在中国文化背景下，应该对合理行为模型进行修正，引入反映中国文化特点的变量，修正后的模型可以帮助企业了解中国消费者购买行为意向，制定有效的营销策略。
英文摘要：	As the development of market economy and the improvement of life level of consumers, China has become the most potential market in the world. China is not only a country with long history and abundant culture, but also a country with a lot of nations. Sometimes Chinese consumer behaviors seem complex. With severe market competition at present, if companies want to win the market, they need to know the characteristics of consumer behaviors. Then this research will use the influence of Chinese culture to consumers and the theory of reasoned action model to find factors influencing the purchase intention of Chinese consumers. In 1960s, American scholar Fishbein developed the reasoned action model. This model suggests that action attitude and subjective norm can predict behavior intention and the overt behavior after that. According to reasoned action model, behavior intention is affected by individually attitudinal factor and socially normal factor. And with different culture value systems, socially normal factors are different. But reasoned action model is developed on the basis of Americans, and reflects American consumer behaviors. Researches of culture difference find there are a lot of differences between Chinese culture and American culture, especially to the values about man to man and man to society. As traditionally ecological factors of China and America are different, social structures are different, and then, moral standardizations and value systems are different. In Chinese culture, Chinese consumers concern about face problem and they are group oriented. So, this research replaces the variable of subjective norm by face-saving pressure and group-conformity pressure, and constructs the revision of reasoned action model in Chinese culture. Based on a questionnaire survey, this research compares the original and revised reasoned action models taking the behavior of Chinese consumers buying mobile phones for themselves for example. Results imply the revision fit the data better than the original reasoned action model in structure equation model and regression analysis. So this research thinks in Chinese culture, reasoned action model should be revised through introducing variables reflecting Chinese culture characteristics. The revised model could help companies understand purchase behavior intention of Chinese consumers and establish effective marketing strategies.
查看全文：	预览  下载(下载需要进行登录)