本文把大学生自我概念的四种类型，即情感自我、表现自我、发展自我和
延伸自我。接着总结前人研究成果，明确补偿性消费行为产生的心理机制，确
定了补偿性消费行为品牌追求型、购物享受型、冲动购物型、品牌忠实型、炫
耀消费型、选择多样型。这些补偿性消费行为的背后与他们自我概念的变化有
着密切的联系
本研究运用来自 315 份大学生消费者数据，深入探讨自我概念差距对补偿
性消费行为的影响。实证分析结果显示：四种不同类型的自我概念现实与理想
自我有差距时，会对大学生消费群体不同类型的补偿性消费行为产生影响，及
产生这种影响的心理机制。针对这些分析结果，相应地对这四种自我概念存在
差距的大学生消费群体提出了避免产生此类非理性补偿性消费行为的应对方
法。最后根据各个类型补偿性消费行为产生的背后心理原因，对企业提出了相
应的具有针对性的营销活动
关键词： 自我概念、自我展示、补偿性心理、补偿性消费Abstract
- II -
Abstract
Self-concept and compensatory consumption are the two research focuses in
the field of consumer psychology in recent years. The reason of these irrational
consumer’s behaviors are not caused by specific actual consumer demand, which’s
aim is to compensate for specific mental deficiencies or respond to self-threats.
Consumer behaviors for this reason are called compensatory consumptions. College
students in different psychological states will have many bad choice preferences in
consumer behavior.
This paper takes four types of College Students&39; Self-concept: self-emotional,
self-expression, self-development and self extension. Then this paper summarized
the previous research results, and defined the psychological mechanism of
compensatory consumption. Compensatory consumption behavior was determined
in the paper: brand pursuit, shopping enjoyment, impulse shopping, brand loyalty,
conspicuous consumption and diversified selection. These compensatory consumer
behaviors are closely related to changes in their self-concept.
This study uses data from 315 college student consumers, and the influence of
self-concept gap on compensatory consumption behavior was discussed. The results
of empirical analysis showed that: when there are differences between four different
types of self-concept, the reality and the ideal self, it will affect the different types
of compensatory consumption behavior among College Students. This paper
investigates the psychological mechanisms underlying this effect. The results of
these analyses were presented, consumer groups of college students who have a gap
between these four concepts put forward ways to avoid such irrational compensatory
consumption behavior. Finally, according to the various types of compensatory
consumer behavior behind the psychological reasons, this paper puts forward
corresponding marketing activities for enterprises.
Keywords: Self-concept, self-display, compensatory psychology, compensatory
consumption目 录
- III -
目 录
摘要 ......I
ABSTRACT........ II
第 1 章 绪 论 ...1
1.1 研究背景 ....... 1
1.2 研究的目的及意义..... 2
1.2.1 研究目的........ 2
1.2.2 研究意义........ 3
1.3 文献综述 ....... 4
1.3.1 自我概念的研究现状 4
1.3.2 补偿性消费的研究现状........ 6
1.3.3 研究评述........ 7
1.4 研究内容及方法 ........ 8
1.4.1 主要内容........ 8
1.4.2 研究方法........ 9
1.4.3 研究框架........ 9
第 2 章 相关概念的界定及模型构建 .11
2.1 大学生自我概念的界定 ........11
2.1.1 大学生自我概念的划分...... 11
2.1.2 情感自我的界定...... 12
2.1.3 表现自我的界定...... 12
2.1.4 发展自我的界定...... 13
2.1.5 延伸自我的界定...... 14
2.2 补偿性消费行为界定 ........... 14
2.2.1 补偿性消费行为的划分...... 14
2.2.2 品牌追求型补偿性消费的界定...... 15
2.2.3 购物享受型补偿性消费的界定...... 15
2.2.4 冲动购物型补偿性消费的界定...... 16
2.2.5 品牌忠实型补偿性消费的界定...... 16
2.2.6 炫耀消费型补偿性消费的界定...... 17目 录
- IV -
2.2.7 选择多样型补偿性消费的界定...... 17
2.3 研究假设的提出 ...... 18
2.3.1 情感自我差距对补偿性消费的影响.......... 18
2.3.2 表现自我差距对补偿性消费的影响.......... 20
2.3.3 发展自我差距对补偿性消费的影响.......... 21
2.3.4 延伸自我差距对补偿性消费的影响.......... 22
2.4 理论模型的构建 ...... 23
2.4.1 自我展示理论.......... 23
2.4.2 心理补偿机制.......... 23
2.4.3 理论模型的提出...... 24
2.5 本章小结 ..... 25
第 3 章 实证分析 .........26
3.1 调查研究的设计 ...... 26
3.1.1 自变量因变量的设定.......... 26
3.1.2 大学生消费偏好调查的设计.......... 26
3.1.3 大学生自我概念调查的设计.......... 27
3.2 样本统计 ..... 28
3.2.1 调查对象...... 28
3.2.2 数据来源...... 28
3.2.3 描述性分析.....
。。。以上简介无排版格式，详细内容请下载查看
==>>