紧张觉醒与活力觉醒路径对消费者态度、自我控制与亲社会行为的影响- - RFID技术之应用与实证

项目名称： 紧张觉醒与活力觉醒路径对消费者态度、自我控制与亲社会行为的影响- - RFID技术之应用与实证

项目编号： No.71272154

项目类型： 面上项目

立项/批准年度： 2013

项目学科： 管理科学

项目作者： 张恩忠

作者单位： 中国人民大学

项目金额： 54万元

中文摘要： 消费者情绪在购买与决策情境中一直以来广受关注，其中情绪在觉醒维度上的特质为重要的切入点。然而过去探讨觉醒与态度和决策行为关系的研究中，多以单一维度来处理觉醒的构念，这种视角却会混淆觉醒对消费者态度及相关行为的影响。本项目对此进行系统性的梳理，同时基于逆转理论的观点，提出紧张觉醒与活力觉醒的二维视角，来填补单一视角的缺陷。此外，关于个体利益与社会利益的议题近年在消费者行为研究以及我国社会发展政策上愈受重视，因此，厘清消费者自我控制与亲社会行为的影响因素与作用条件能为消费者利益提升、企业营销制定及国家公共政策发展提供依据。本项目首要研究目的即以觉醒的二维视角为基础，个人认真/玩乐状态为调节变量，探索不同的正面/负面情绪对消费者态度、购买行为、自我控制、与亲社会行为的影响。其次，基于创新科研方法、提升成果质量的思路，尝试引入射频识别技术，作为测量卖场行为的研究手段，为本项目提供有力的实证支持。

中文关键词： 态度；觉醒；忠诚度；延迟评估；射频识别技术

英文摘要： Arousal characteristics of consumer emotions have been considered important in purchasing and decision situations. However, previous studies usually employed a one-dimensional view of arousal, which confusing the impacts of emotions on consumer attitudes and related behavior. Based on reversal theory, this project suggests a two-dimensional view of arousal (tense arousal and energetic arousal) to resolve the conflicting results regarding arousal in previous literature. In addition, issues about consumer welfare and social welfare are drawing great attention in consumer research and social development area. Therefore, investigating consumer self-control and prosocial behavior to identify the causes and their applicable conditions can provide valuable suggestions for companies to derive profitable marketing strategies and for government to develop effective social-environmental policies. The primary purpose of this project, therefore, is to examine the impacts of emotions on attitudes, purchasing behavior, self-control, and prosocial behavior based on the two dimensional perspective of arousal. Personal differences (telic/paratelic orientations) will be considered as a moderator. Bedsides, this project also attempts to introduce a new research technique, radio frequency identification (RFID), as an innovative way

英文关键词： attitude；arousal；loyalty；delayed evaluation；RFID