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论文编号：	7052
作者编号：	1120100775
上传时间：	2014/12/11 0:06:05
中文题目：	双重系统视域中购买习惯对新产品选择行为影响研究
英文题目：	Research on Influence of Purchase Habit on New Products Choice Behavior in Dual Process System
指导老师：	李东进
中文关键字：	购买习惯；新产品选择行为；双重系统；行为图式
英文关键字：	purchase habit; new products choice behavior; dual process system; behavior schemeta
中文摘要：	产品的推陈出新是企业或商家赢得市场份额、提升企业形象的重要手段。然而，新产品的高失败率却让很多企业或商家付出惨痛代价。消费习惯的无意识入侵，总是让消费者维持着原有的惯性选择，甚至意识不到新产品信息的存在。如何跨越消费者原有购买习惯的壁垒效应，如何实现习惯型消费者对新产品的积极选择，这些问题的解答对于企业至关重要。 在营销学界，不少学者在新产品研究中对习惯的干扰作用有所论及，但鲜见对购买习惯影响新产品选择行为内在机制的考量，甚至很少对购买习惯这一重要概念作深入研究。营销学者通常将习惯性购买行为等同于重复性购买行为，忽视了习惯在购买行为中的特殊角色；有的学者将购买习惯视为品牌层面的行为忠诚，忽略了产品层面的惯性选择；有的学者则以计划行为理论和理性行为理论作为解读消费者行为的主流框架，这在一定程度上妨碍了学界对购买习惯直接引发的自动化行为反应进行深入探究。 企业面临的挑战和学界的研究现状，促使本文将购买习惯对新产品选择行为的影响作为问题域和主攻方向。 本文以消费者购买习惯作为研究对象，引入心理学相关领域的研究成果，对习惯的形成机制、引发机制以及行为表征等进行理论梳理，并结合消费者购买行为特征，重新界定购买习惯的概念。本文指出，购买习惯是指消费者经反复在某一特定时间、特定地点购买某一特定产品，在记忆中逐渐形成的“情境线索—行为反应”的固定联结。购买习惯可视为认知结构的重组，一旦情境线索出现，即可自动引发既定的行为序列。理论的梳理和概念的再界定，为探究购买习惯对新产品选择行为的影响打下理论基础。 本文基于文献梳理发现，习惯可直接或间接引导行为。一方面，习惯作为“情境线索—行为反应”在记忆中的固定联结，遵循着自动化模式直接引导相应的行为反应。在稳定的消费情境下，习惯型消费者可能无需有意识的决策过程即可完成惯性的产品选择，而不考虑新产品的存在。另一方面，习惯作为某一行为积极强化的“残留物”，亦可经由积极推断，遵循着目标引导的灵活机制，通过主观意愿间接引导行为。习惯型消费者在决策时，亦可能考虑到以往积极购买经历，产生积极的新产品购买意愿与行为。本文认为，购买习惯像一把双刃剑，可能会遵循不同的机制，积极或消极影响着新产品选择行为。 本文认为，购买习惯对新产品选择行为的不同影响效应，取决于消费者在决策时深思熟虑的程度。在导致消极影响的惯性机制中，人们往往具有较少的认知资源或较低的注意力水平；在导致积极影响的灵活机制中，人们往往需要充足的认知资源或较高的注意力水平。基于上述推断，本文引入双重系统模型，在惯性机制和灵活机制的基础上，构建购买习惯对新产品选择行为的双重影响模型。在系统1的“快思考”模式下，习惯型消费者更倾向于在无意识的自动化决策模式下遵循惯性机制，从而消极影响新产品选择行为且不经由意愿的中介；在系统2的“慢思考”模式下，购买习惯更倾向于在深思熟虑的决策模式下遵循灵活机制，积极影响新产品选择意愿与行为。除此之外，本文还分别探讨了行为图式和新产品期待在惯性机制和灵活机制中的作用。 鉴于上述理路脉络，本文通过三个子研究对模型中变量之间的关系进行验证。 研究一采用消费者访谈法，主要针对购买习惯与新产品选择行为之间的惯性机制进行初步检验。在为期5天的随机访谈中，真实消费场景中的25名消费者接受了此次程序化结构访谈，访谈内容围绕着一周惠顾频率、时间稳定性、地点稳定性、产品稳定性、感知习惯强度、此次消费的产品选择以及新产品选择意愿等问题进行。研究使用SPSS19软件，对编码后的访谈内容进行数据处理。结果显示：1）购买习惯的双维度测量法优于直接测量法；2）购买习惯对新产品选择行为呈现显著的消极影响；3）购买习惯对新产品选择意愿的影响效应不显著。新产品选择“意愿—行为”鸿沟的存在，亦表明购买习惯可以引发自动化的决策模式，无需意愿中介即可执行。 研究二采用现场实验法，主要针对购买习惯与深思熟虑水平（双重系统）对新产品选择行为的交互效应进行检验。现场实验的地点选择在天津某高校内的某连锁饮品店，105名大学生参加了此次实验。购买习惯和深思熟虑水平使用量表测量，因变量新产品购买行为则基于实际选择结果进行编码。研究结果显示：1）在行为层面，购买习惯双维度测量法中情境稳定性这一维度对新产品选择具有消极影响，而购买高频性这一维度对新产品选择行为的作用力较弱；2）在意愿层面，购买习惯双维度测量法中情境稳定性与购买高频性这两维度均对新产品选择产生积极影响；3）购买习惯与深思熟虑水平对新产品选择行为的交互效应显著，即深思熟虑的决策模式会削弱购买习惯对新产品选择行为的消极影响。4）深思熟虑水平的不同，会导致购买习惯对新产品选择行为产生相反作用力。当深思熟虑水平较低时，购买习惯消极影响新产品选择行为，当深思熟虑水平较高时，购买习惯积极影响新产品选择行为。 研究三亦采用现场实验法，主要针对双重系统下购买习惯对新产品选择行为的双重影响效应，对惯性机制和灵活机制中的中介变量进行检验。为了弥补研究二中量表测量法的不足，该研究使用操纵法进行2（习惯组vs 非习惯组）*2（系统1vs系统2）的组间实验，天津某高校内的另一品牌连锁饮品店参与合作，120名大学生参加了实验。研究结果表明：1）购买习惯与双重系统模式对新产品选择行为的交互作用显著。当被试处于系统1（消费情境下的选择）时，购买习惯对新产品选择行为产生负向影响，即具有购买习惯的消费者更倾向于遵循惯性机制，选择原有的固定产品；当被试处于系统2（非消费情境下提前作出决策）时，购买习惯对新产品选择行为产生积极影响，即具有购买习惯的消费者更倾向于选择新产品；2）行为图式在购买习惯与新产品选择行为的惯性机制中起到完全中介的作用；3）新产品期待在购买习惯与新产品选择行为的灵活机制中起到部分中介的作用。 本研究的新意主要有：1）从跨学科的视角对购买习惯的概念进行再界定；2）引入双重系统模型，从行为层面考察购买习惯在新产品选择中可能产生的双重作用力。3）将惯性机制和灵活机制进行整合，构建购买习惯对新产品选择行为的双重影响模型；4）将行为图式和新产品期待引入购买习惯对新产品选择行为的双重模型，检验两个变量在双重机制中的中介作用；5）使用现场实验法对上述理论模型中变量之间的关系进行检验。
英文摘要：	In light of the increasingly fierce competition in the consumer market, the upgrade of the products has become an important way to help companies gain market share and uplift the corporate images. However, the high failure rate of the new products poses a grave threat to most companies. With unconscious penetration of the consumption habit, the consumers have always maintained the original inertia choice, not even realizing the existence of the new products. Dealing with the questions in a rational way, such as how to break the barrier effect led by consumers’ original purchase habit, how to instruct habitual consumers to actively choose new products is significant for the companies. In the field of marketing, many scholars have mentioned the interference effect of habit in their research of new products, but seldom seen the assessment of the internal mechanism on how the purchase habit influences new products choice behavior, and even the in-depth research of the key concept—purchase habit is few in this regard. Marketing scholars usually consider that the habitual purchase behavior is equal to the repetitious purchase behavior and neglect the special role of habit plays in the purchase behavior. Some scholars often regard consumers’ purchase habit as the behavioral loyalty in the brand level and overlook the inertial choice in the product level. Some take the theory of planned behavior and theory of reasoned action as mainstream framework to interpret consumers’ behavior. This, to some extent, serves as the obstacle for scholars to conduct the research thoroughly on the automatic behavior directly triggered by purchase habit. The challenge facing the companies and the acadamic research in this field impel the author to focus on the discussion about the influence of the purchase habit on new products choice behavior. The dissertation firstly focuses on consumers’ purchase habit and aims to figure out the clues of the formation and trigger mechanisms of habit as well as its behavioral performace. Based on the relevant outcome of the psychological research, the dissertation combines the characteristics of consumers’ purchase behavior in order to redefine the concept of purchase habit. The dissertation also points out that purchase habit refers to a link of the‘context cue—behavioral responses’association gradually formed in their memory, when constantly purchase a certain product at the certain time in the certain place. The appearance of the context cue may activate the fixed action sequence and direct the fixed product choice. Through the literature review and the concept refining, this part of work will lay a sound foundation for the in-depth research, which focuses on the influence effect of the purchase habits on the new products choice. The dissertation secondly aims to figure out mechanisms of the purchase habits influencing the new products choice behavior. On the basis of literature review, consumers’ habit may guide their behaviors both directly and indirectly. On one hand, as the fixed link of ‘context cue—behavioral responses’ association in the memory, habit directly activates the relevant response with automaticity. In the stable context, consumers can lead to habitual product choice without consiourness, regardless of the new products. On the other hand, as the “value caches” of the repeated behaviors, habit can stimulate behavior indirectly, since it follows goal-oriented flexible mechanism with positive inference. In the process of decision making, it is probably for habitual consumers to consider their previous purchase experiences, thus coming up with positive implement intention and behavior for the new products. Therefore, the current research demonstrates that purchase behavior is like a double-edged sword, which adheres to different mechanism and influences the new products choice in a positive or negative way. In details, there are two influential effects resulted from purchase habit to new products choice depends on consumers’delibration level. As for the inertia mechanism resulting in the negative influence, people are likely to have few cognitive resource and low attention level; while in the flexible mechanism bringing about positive influence, people are usually in the need of abundant cognitive resource and high attention level. According to the above-mentioned assumptions, the dissertation contructs a dual model about the influences of the purchase habit on the new products choice by introducing dual process models. In light of the “fast thinking” pattern of system 1, habitual consumers are inclined to follow inertia mechanism under the unconscious process, thus having negative effect on the choice without the mediation of the intention. In the “slow thinking” pattern of the system 2, the purchase habit tends to be in accord with flexible mechanism under the reflective process, and positively influencing their new products choice. In addition, the dissertation also discusses the roles of behavior schemata and new product expectation in the inertia mechanism and flexible mechanism respectively. In view of the above theoretical hypotheses, there are three sub-researches in the dissertation in order to verify the relationships among variables in the model. The sub-research one is implemented through the schedule-structured interview. The sub-research aims to make a preliminary inspection on the inertia mechanism between purchase habit and new products choice behavior. The 5-days random interview focuses on questions as consumers’ purchase frequency within one week, time stability, location stability, product stability, perceived habit strength, product selection of this time and choice intention of new products, etc. As a schedule-structured interview, this research has 25 interviewers who are consumers from real consumption scene. It adopts SPSS19 software to process the data of the encoded interview content. The results have indicated that: 1) Dual dimension approach is better than direct measurement approach when measuring purchase habit; 2) Purchase habit has significant negative effect on new products choice behavior; 3) Purchase habit has positive effect on choice intention of new products. It is intention-behavior gap that indirectly indicates the opposite effects of purchase habit on new products choice behavior. The sub-research two is carried out through field experiment. It aims to test the interaction effect of purchase habit and deliberation level on the new products choice behavior. The experiment is carried out in a beverage store in Tianjin Normal University. 105 undergraduate students participate in the sub-research. Purchase habit and deliberation level are measured by scales and the independent variable, namely new product choice behavior is coded based on the actual choosing results. The results are as follows: 1) In terms of purchase behavior, purchase habit which is measured by stability of context has negative effect on new products choice behavior, while the dimension of purchase frequency imposes weak effect on it; 2) In terms of purchase intention, both stability of context and purchase frequency of purchase habit have positive effect on new product choice behavior; 3)The interaction effect of purchase habit and deliberation level on new products choice behavior is significant, which means the decision mode of deliberation will weaken the negative effect on new product choice behavior imposed by purchase habit; 4) As the change of deliberation level, purchase habit will have different effect on new product choice behavior. With much deliberation, purchase habit has positive influence on new product choice behavior. The sub-research three is also implemented through field experiment in order to test the mediating variables in inertial mechanism and flexible mechanism by focusing on the dual effects on new products choice behavior imposed by purchase habit under dual process. To cover the shortage of scale measurement in sub-research two, this research uses manipulation to carry out inter-group experiment between 2 (with habit vs without habit) *2 (process 1 vs process 2). Another beverage store in Tianjin Normal Universiry is selected as the experimental site and 120 undergraduate students participant this research. The results have showed that: 1) the interaction effect of purchase habit and dual process on the new products choice behavior is significant. When the participants are in process 1(choosing in stable context), purchase habit imposes negative effect on new products choice behavior, which means consumers with purchase habits tend to follow the inertia mechanism and choose original products. When the participants are in process 2 (making pre-decision in unstable context), purchase habit imposes positive effect on new products choice behavior, which means that consumers with purchase habit are inclined to choose new products; 2) Behavior schemeta has overall mediating effects in inertia mechanism between purchase habit and new products choice behavior; 3) New product expectation has part mediating effects in flexible mechanism between purchase habit and new products choice behavior. The innovation of this dissertation includes: 1) redefine the concept of purchase habit from interdisciplinary perspectives; 2) introduce the dual process models and test the possible dual effects of purchase habit on new products choice from the perspective of behavior; 3) build the dual effect model of new products choice behavior imposed by purchase habit through integrating inertia mechanism and flexible mechanism; 4) introduce behavior schemeta and new product expectation into the dual effect model of new product choice behavior imposed by purchase habit, and test the mediating effect of the two variables in dual mechanisms; 5) test the relationships among variables in the above theoretical model through field experiments.
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