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通过相关文献的梳理和对情绪账户与评价倾向框架理论的分析,研究相同效价的两种具体积极情绪账户——贴有自豪标签的金钱和贴有惊喜标签的金钱——对消费者产品多样性寻求行为的影响关系,探讨消费预算范围的中介作用,并运用单因素方差分析和Bootstrap分析方法对假设进行检验。研究结果表明,获得贴有自豪标签金钱的消费者的感知金钱重要性高于获得贴有惊喜标签金钱的消费者的感知金钱重要性。获得贴有惊喜标签金钱的消费者比获得贴有自豪标签金钱的消费者的消费预算范围更大,因此他们更加愿意从事产品多样性寻求行为。同时,消费预算范围在贴有惊喜标签金钱对产品多样性寻求行为影响之间扮演中介作用。
Through the analysis of related literatures and the analysis of emotional accounts and the framework of evaluation tendency framework, two specific positive emotional accounts of the same price are studied - money with pride labels and money with surprise labels - to the diversity of consumer products Sexual seeking behavior of the relationship between the consumer spending to explore the scope of the intermediary role, and the use of univariate analysis of variance and Bootstrap analysis to test the hypothesis. The results show that the perceived value of consumers who receive money tagged with pride tags is more important than the perceived money importance of consumers who tag money tagged with surprise tags. Consumers who receive the money with a surprise label are more likely to spend more than consumers who earn the money they pride the tag, so they are more willing to engage in product diversity seeking behavior. At the same time, the scope of the consumer budget plays an intermediary role in the behavioral impact of the pursuit of product diversity on money labeled with surprises.