服务情境下消费者幸福感的量表开发与验证研究.docVIP

毕业论文 服务消费情境下消费者幸福感的量表开发 与验证研究 院 别经贸学院专业名称市场营销班级学号3100717学生姓名韩凯丽指导教师张跃先 2014 年6月22 日  东北大学秦皇岛分校毕业论文 第  PAGE I 页 服务消费情境下消费者幸福感的量表开发与验证研究 摘 要 消费，作为人们生活的子领域，是个人幸福感产生的主要范畴之一。对消费生活的体验，将影响人们对幸福的认知。人们能够从消费活动中得到物质和精神上的满足，甚至是人生的幸福和意义。由此，研究学者在幸福感、主观幸福感和心理幸福感研究的基础上，提出了消费者幸福感的概念，它所关注的是如何让消费者在消费活动过程中获得更多的满意度和积极的情感体验。而在未来宏观营销学者关于消费者幸福感的研究，应当聚焦于某一种产品、服务或特定的生活领域能够带给消费者多大的幸福感，这对于企业将会更加具有实际操作意义。 本文以餐饮和理发行业的消费者作为研究对象，对消费者在就餐和理发过程中的幸福感进行了描述和分析，旨在开发服务消费情境下消费者幸福感的量表。在文献研究和关键事件技术方法的指导下，本文首先提取了消费者幸福感的测量题项。在此基础上，本文通过运用预调研和正式研究过程收集了数据，对开发的量表进行了信度和效度检验。研究发现本文开发的服务消费情境下消费者幸福感量表最终包含11个测量题项。而且经大样本检验，证实该量表具有较好的可靠性、收敛效度和判别效度，可以作为后续研究的测量工具。 关键词：服务消费情境，消费者幸福感，量表开发 Consumer Well-Being in the Service Consumption Context:A Scale Development Author：Han Kaili Tutor：Zhang Yuexian Abstract Consumption, as a sub-area in peoples lives, is one of the major categories of personal happiness generated from. The experience to consumption life will affect peoples perception on happiness. People can achieve the material and spiritual satisfaction from consumption activities, even the happiness and meaning in life. Thus, research scholars put forward the concept of consumer’s happiness on the bases of research on happiness, subjective happiness and mental happiness, it is an important concept which distinguishes from subjective happiness proposed in macro-marketing, it focuses on how to make consumers achieve more satisfactions and positive emotional experience from the consumption activities. Therefore, regarding to the research on consumer happiness by macro marketing scholars in future, they should focus on how much happiness could take to the consumer from a particular product, service or specific field of life, it would possess the enterprises more practical operation significance. This paper takes consumer from catering and hairdressing industries as research object, describes and analyzes the happiness in the process of dining and hairdressing,