【作者】 李娜；

【导师】 毕楠；

【作者基本信息】 东北师范大学 ， 企业管理， 2018， 硕士

【摘要】 在购物过程中,消费者经常会面临拥挤的环境,拥挤是否会影响消费者的购物决策呢?研究发现社会拥挤会使消费者产生与预防定向有关的概念,并让消费者对安全导向的选择产生更高的偏好,如相比于便利店,消费者更喜欢去药店。由于消费者的购物决策常常是在社会环境中完成的,因此越来越多的企业开始关注购物环境的拥挤程度,以促进其购买与本企业相关的产品或服务。然而,营销理论研究关于社会拥挤对消费者购买意愿影响的研究相对较少,这也是本文围绕社会拥挤展开研究的原因。本文的研究目的有三个,首先本文研究了社会拥挤对于消费者调节定向的影响,其次,本文讨论了社会拥挤对消费者新产品购买意愿的作用,以及消费者的情境性预防定向对于该影响的中介作用,最后,本研究探讨了产品涉入度在社会拥挤对消费者新产品购买意愿的影响过程中的调节作用。本研究首先对前人的研究进行了梳理和综述,提炼出本文的研究框架;接下来通过三个实验验证了文章的研究框架,根据实证结果得出研究结论,并根据研究结论为学术研究和企业的营销管理提出建议。本文采用三个实验对理论框架和假设进行了检验。实验一检验了社会拥挤对消费者调节定向的影响,研究结果发现,社会拥挤会使消费者产生情境性预防定向。实验二检验了拥挤程度对消费者新产品购买意愿的影响,结果显示,社会拥挤会降低消费者对新产品的购买意愿,且消费者的情境性预防定向具有中介作用。实验三检验了产品涉入度在社会拥挤对消费者新产品购买影响中的调节作用。具体来说,消费者在购买低涉入度的新产品时,社会拥挤会显著降低消费者对新产品的购买意愿;消费者在购买高涉入度的新产品时,社会拥挤对消费者新产品的购买意愿没有显著影响。本研究拓展了社会拥挤领域的研究,从消费者行为学的角度对现有社会拥挤的研究进行了重要补充,在营销实践方面,本文的研究结果对营销人员通过改变消费者情境性的调节定向来引导消费者购物提供了启示,并为营销人员进行新产品的上市推广提供了思路。更多还原

【Abstract】 Consumers often face crowded environment in process of consumption.Does the crowdedness of the environment affect consumers’ purchase decision? Previous research has demonstrated that social crowdedness not only leads to greater accessibility of safety-related constructs,but also results in greater preference for safety-oriented options such as preferring to visit a pharmacy to a convenience store.As consumers’ purchase decision are usually made in the social environment,more and more companies are trying to create a good environment to bolster consumers spending.However,there are relatively few studies on the influence of social crowding on consumers’ purchase intention,which is the reason for this paper to research on the social crowding.There are three purposes of this study,first of all,this study explored the impact of social crowding on consumer regulatory focus.Secondly,this study explored the impact of social crowding on consumers’ purchase intention of new products,and further discussed the mediating effect of situational prevention focus.Thirdly,this study discussed the moderating effect of product involvement in social crowded impact on consumer purchase intention of new products.This paper reviews and summarizes the previous research and refines the framework of this study firstly,next three experiments have been made to verify the framework.Based on the empirical results,the research conclusions are drawn,and Suggestions are made for academic research and marketing management of enterprises.First of all,this paper reviews and summarizes the previous research and refines the framework of this study,next two experiments have been made to verify the framework.Experiment 1 examined the effect of social crowding on consumers’ regulatory focus,and the results showed that social crowding led to prevention focus.Experiment 2 tested the influence of social crowding on consumers’ willingness to purchase new products,the results showed that social crowding would reduce consumers’ willingness to buy new products,and prevention focus has mediating effect.Experiment 3 examined the moderating effect of product involvement on the impact of social crowding on consumers’ purchase intention.Specifically,when the consumers’ product involvement is low,social crowding can significantly reduce the consumers’ purchase intention.When the consumers’ product involvement is high,social crowding has no significant impact on consumers’ purchase intention.From the perspective of consumer behavior,this study expanded the research in the field of social crowding,which makes an important supplement to the existing research.In marketing practice,the results of this paper have important significance to marketers to guide consumers by changing consumer situational prevention focus,and provided some ideas for marketers to promote and sell new products.更多还原