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论文编号：	639
作者编号：	2120062039
上传时间：	2008/6/20 9:53:20
中文题目：	基于产品卷入度的Fishbein行为意
英文题目：	The Study about Validity of Fi
指导老师：	李东进
中文关键字：	行为意向模型;产品卷入度;行为态
英文关键字：	Behavior Intention Model;Produ
中文摘要：	Fishbein行为意向模型认为消费者对于购买某种产品的行为态度以及主观规范会影响购买意向，并且主观规范以来源为标准被划分成了几类（家人、朋友、同事、宗教团体等），同时依据FCB广告公司的广告计划模型，商品被以卷入度为标准进行了相对划分，即将商品划分为高卷入度产品和低卷入度产品，但是对于不同产品卷入度情况下Fishbein行为意向模型实用性问题的研究很少。 基于以上研究背景，本研究将“产品卷入度”这一概念引入到Fishbein行为意向模型中，主要探讨以下两个问题：一是在不同产品卷入度的情况下，行为态度和主观规范对购买意向的影响是否有差异？二是在不同产品卷入度的情况下，参照群体（家人、朋友、同学、商店营业员）对主观规范的影响是否有差异？ 本研究通过多元线性回归分析以及单因素方差分析，研究发现在高卷入度产品的购买行为中，消费者的购买意向受到行为态度和主观规范的双重影响，而在低卷入度产品的购买行为中，消费者的购买意向主要受到行为态度的影响；家人、朋友、同学参照群体相对于商店营业员在两种不同卷入度产品的购买行为中对主观规范都起到更重要的影响作用，但是家人、朋友、同学参照群体在高卷入度产品的购买行为中对主观规范的影响更强，而商店营业员对主观规范的影响在两种不同卷入度产品的购买行为中没有显著的差异。 根据研究结果，在高卷入度产品的营销实践中，企业要同时针对消费者行为态度和主观规范实施营销策略；而在低卷入度产品的营销实践中，企业应以建立和维护消费者的正面行为态度为重心。另一个需要企业必须正视的是消费者对商店营业员的信任程度普遍较低，所以企业必须在今后的经营发展中，重视对一线营业员的投入和培养，争取为企业培养一批专家型的一线营业员，这必将增加企业的竞争能力。
英文摘要：	Fishbein Behavior Intention Model explains and predicts consumers' behavior intention based upon two factors: consumers' attitudes toward behavior and subject norm, and based on sources, factor which affects subject norm is divided into several categories (family, friends, colleagues and religious groups, etc.); Meanwhile, according to FCB(Foot, Cone, and Belding) advertising companies' advertising program model, product is divided into light-involvement product and low- involvement product based on product involvement, but study about the problem of applicability of Fishbein Behavior Intention Model in the different product involvement is inadequate. Considering the above background, the research introduce the concept of “product involvement” into the model in order to research two problems as flows: one is weather the influence on behavior intention exists to be difference between attitudes toward behavior and subject norm in the different product involvement? The other one is whether the influence on subject norm from Reference groups (family, friends, students, store sales) exists to be difference in the different product involvement? According to Multiple Linear Regression and Single Factor Variance analysis, in the buying behavior of high-involvement product, behavior intention of customer is influenced by both attitude toward behavior and subject norm, but in the buying behavior of low-involvement product, influence from attitude toward behavior on behavior intention is greater; Compared with Shopkeeper, the families、friends and classmates have greater important influence on behavior intention both in the buying behavior of high-involvement product and in the buying behavior of low-involvement product, but the families、friends and classmates have greater important influence on behavior intention in the buying behavior of high-involvement product, while the influence from Shopkeeper on behavior intention does not exist Significant difference. According the research results, in the marketing of the high-involvement product, company should make marketing Strategy in order to influence both customer’attitude toward behavior and subject norm. In the marketing of the low-involvement product, company should make marketing strategy mainly in order to influence customer' attitude toward behavior. The other very important problem is that customer doesn’t trust the Shopkeeper simply, so company must increase the input in training the Shopkeeper in order to train a larger number of Expert-Shopkeepers, which will increase the competitiveness of company.
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