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Jingdong book

消费者冲动性购后满意度研究

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Books Economy China Economy

Jingdong book

消费者冲动性购后满意度研究

Name: 消费者冲动性购后满意度研究
Brand: Jingdong book
SKU: 3110199291
Price: 41.66 USD
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Content Description

《消费者冲动性购后满意度研究》以消费者冲动性购后满意度为视角，深入探讨了消费者冲动性购买行为发生与否、消费者冲动性购买行为发生的原因等因素如何通过消费者的情绪反应影响到消费者冲动性购后的满意度评价，以及在这一过程中产品类型、消费者社会比较倾向、消费者内外控人格特质等因素可能存在的调节作用。同时，在以上研究的基础上，《消费者冲动性购后满意度研究》将时间变量引入研究中，提出了冲动性购后动态满意的概念，并进行了初步探讨，以期对消费者冲动性购后满意度问题有个较深入的理解，弥补以往研究的不足，为企业营销决策提供理论借鉴。

Author Description

李亚林，1974年10月生，男，河北沧县入，博士，湖北经济学院工商管理学院副教授，硕士生导师，市场营销系主任。主要致力于消费者行为、品牌管理等方面的研究，先后在《经济管理》、《管理学报》、《管理评论》等学术期刊上发表论文30余篇，出版学术专著1部，副主编国家规划教材1部。主持完成教育部人文社会科学研究一般项目1项，其他各类项目6项，参与国家自然科学基金项目等各类项目5项。

Catalogue

第1章绪论
1.1 问题的提出
1.2 研究目的
1.3 研究意义
1.4 研究内容与研究目标
1.5 研究方法与技术路线
1.6 研究创新点
1.7 本书的框架及结构

第2章文献回顾与述评
2.1 冲动性购买行为
2.2 冲动性购买行为与消费者情绪
2.3 顾客满意度
2.4 情绪与顾客满意度
2.5 文献述评

第3章研究的理论基础
3.1 社会比较理论
3.2 自我控制理论
3.3 情绪理论
3.4 内在可评估理论
3.5 情感适应理论
3.6 心理控制源理论

第4章研究方法
4.1 研究架构
4.2 研究设计

第5章研究结果
5.1 冲动性购买行为发生与否对购后满意度的影响（实验一）
5.2 冲动性购买行为诱发原因对购后满意度的影响（实验二）
5.3 时间变化对冲动性购买动态满意度的影响（实验三）

第6章总结与展望
6.1 研究结论
6.2 理论意义
6.3 管理建议
6.4 研究局限
6.5 研究展望
英文人名翻译表

附录本书使用的问卷及量表
参考文献
后记

Book Abstract

（6）不同类型的产品与时间压力大小对消费者情绪反应中存在显著交互作用，相对于高内在可评估产品来说，在不同时间压力下引发的情绪反应中购买低内在可评估性产品引发的情绪反应变化更大。即相对于购买高内在可评估产品，时间压力大小不同情形下，购买低内在可评估性产品产生的快乐情绪差值、罪恶感情绪差值更大。产品类型在时间压力大小对消费者情绪反应中存在显著调节作用，该研究结论在一定程度上丰富了实验一的研究结论。
（7）社会比较倾向高低与时间压力大小对消费者情绪反应中存在显著交互作用，相对于高社会比较倾向者，在不同时间压力下低社会比较倾向者发生冲动性购买行为产生的情绪反应变化更小。即低社会比较倾向者在不同时间压力下产生的情绪反应变化更小，而高社会比较倾向者在不同时间压力下产生的情绪反应变化更大。社会比较倾向在时间压力大小对消费者情绪反应中存在显著调节作用，该研究结论在一定程度上丰富了实验一的研究结论。
（8）内外控人格特质与时间压力大小对消费者情绪反应中存在显著交互作用，相对于外控特质的消费者而言，在不同时间压力下内控特质消费者发生冲动性购买行为产生的情绪反应变化更大。即内控特质消费者在不同时间压力下产生的情绪反应（快乐情绪反应，罪恶感情绪反应）变化更大，而外控特质消费者在不同时间压力下产生的情绪反应（快乐情绪反应，罪恶感情绪反应）变化更小。内外控人格特质在时间压力大小对消费者情绪反应中存在显著调节作用，该研究结论在一定程度上丰富了实验一的研究结论。
（9）在时间的影响下，消费者冲动性购后满意度呈现出动态变化的趋势，即随着时间的推移，消费者刚开始的满意度状态会随之降低。相反，一开始的不满意度状态亦会随着时间变化发生改变，不满意度状态会降低。该研究结论基本上和情感适应理论的内涵是一致的。
（10）冲动性购后满意度随时间变化呈现出动态变化的趋势，但不同的产品在时间的影响变化速度上存在显著差异，产品类型在这一变化中存在调节作用。相对于低内在可评估产品而言，高内在可评估产品受时间的影响较小。
（11）冲动性购后动态满意度除了受到产品类型的调节作用之外，还与社会比较倾向高度有很大关系。研究发现，社会比较倾向高低在时间间隔长短对冲动性购后动态满意度中存在调节作用。相比较而言，高社会比较倾向者在时间的影响下冲动性购后满意度变化更大。此外，内外控人格特质在消费者冲动性购后动态满意度受时间的影响过程中也存在一定的调节作用，相对于外控人格特质的消费来说，内控人格特质的消费者的购后满意度受时间的影响较小，而相对内控人格特质的消费来说，外控人格特质的消费者的购后满意度受时间的影响较大。
……

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