权力感知对产品偏好的影响：自我建构的中介效应

发布时间：2018-01-25 21:35

本文关键词： 权力炫耀性产品功能性产品自我建构　出处：《鲁东大学》2017年硕士论文　论文类型：学位论文

【摘要】：权力是控制资源和结果的能力,受社会很多因素的影响,权力的高低对消费者的决策过程、产品偏好等具有重大影响。以往关于权力的研究大多集中在行为学等其他领域,很少在消费领域探讨权力与消费者行为的关系,也很少从自我建构的角度探讨权力的内在作用机制。所以,本文主要探究权力感对炫耀性产品和功能性产品偏好的影响,并且进一步探究自我建构所起到的中介效应。本文设计了三个实验来探索权力感与产品偏好的关系,然后进一步考察了自我建构的中介效应。实验一测量长期权力感对产品偏好的影响,实验1a,当广告单独强调产品的地位和质量的时候,来检验消费者的产品偏好;实验1b,当产品的地位和质量同时呈现时(高炫耀性低功能性,高功能性低炫耀性),验证消费者对产品偏好的影响。实验二测量的是临时权力感对产品偏好的影响,实验2a采用的是回忆事件法启动临时权力感,然后测量被试对产品(高炫耀性、高功能性)的购买意愿。实验2b同样使用回忆事件法启动临时权力,然后测量被试对产品(高炫耀性低功能性和高功能性炫耀性)的购买意愿。实验三采用的是通过角色扮演法启动临时权力感,考察权力感对产品偏好的影响和检验自我建构的中介效应。通过分析实验数据,得出了以下结论:(1)在消费决策中,长期权力感能够影响消费者的产品偏好,高权力者偏好功能性产品,低权力者偏好炫耀性产品。(2)临时权力感能影响消费者的产品偏好,高权力者偏好功能性产品,低权力偏好炫耀性产品。(3)高权力感个体更偏好功能性产品,独立型自我建构起到了中介作用;低权力感个体更偏好炫耀性产品,互依型自我建构起到了中介作用。
[Abstract]:Power is the ability to control resources and results. It is influenced by many social factors, and the level of power affects the decision-making process of consumers. Product preference has a significant impact. In the past, most of the research on power focused on other fields such as behavior, and rarely explored the relationship between power and consumer behavior in the field of consumption. Therefore, this paper mainly explores the influence of power on the preference of conspicuous and functional products. And further explore the intermediary effect of self-construction. This paper designed three experiments to explore the relationship between the sense of power and product preference. Then we investigate the intermediary effect of self-construction further. Experiment one measures the influence of long-term sense of power on product preference. Experiment 1a, when advertising emphasizes the position and quality of product alone. To test consumer preferences; Experiment 1 b, when the position and quality of the product were presented simultaneously (high conspicuous low functional, high functional low conspicuous). Experiment 2 measures the effect of the sense of temporary power on the product preference, and experiment 2a uses the recall event method to initiate the sense of temporary power. Then the participants' willingness to buy the product (highly conspicuous, highly functional) was measured. Experiment 2b also used the recall event method to initiate temporary power. Then the participants' willingness to purchase the products (high conspicuous low function and high functional display) was measured. Experiment 3 was to start the sense of temporary power through role playing. Through the analysis of the experimental data, the following conclusions are drawn: 1) in the consumer decision making, the influence of the sense of power on the product preference and the intermediary effect of self-construction are examined. Long-term sense of power can affect consumer's product preference, high-power person's preference for functional product, and low-power person's preference for conspicuous product.) temporary power sense can influence consumer's product preference. The high-power person prefers the functional product, the low-power preference for the conspicuous product. 3) the high-power feeling individual prefers the functional product, and the independent self-construction plays an intermediary role. Individuals with low sense of power prefer conspicuous products and interdependent self-construction plays an intermediary role.
【学位授予单位】：鲁东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842.2

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