武汉大学生DIY商品购买行为研究------基于方法-目的链理论.docVIP

武汉科技学院2009届毕业设计论文 PAGE 摘 要 方法—目的链理论是理解消费者产品知识的有效模式，亦是探讨消费者行为与价值关联最具代表性的理论。方法—目的链理论经常被使用来深入分析影响消费者选择或决策行为的因素。目前，对方法—目的链理论的应用非常广泛。 本研究采用方法—目的链理论对武汉大学生DIY商品购买行为进行了实证研究。研究结论表明：DIY商品的产品属性与利益之间存在正相关关系，DIY商品利益与价值之间存在正相关关系的结论。在此基础上，提出了DIY作坊可按需求属性内容进行产品改进与开发、可按利益需求进行市场细分和DIY商品可按价值内容进行广告诉求等启示。 关键词：消费者行为；属性；利益；价值；方法—目的链 ABSTRACT Means-end chain theory is an available model to understand consumers’ product knowledge, and it is also the most representative theory discussing the relation between consumer behavior and values. The means-end chain theory is often used to deeply understand the factors influencing consumer choice or decision-making behavior. The application of means-end chain theory is very extensive now. This study focus on the DIY goods buying of college students in Wuhan, using the means and chain theory to do the demonstration research, which arrives at the conclusion that there is the existence of a positive correlation between the attribute of DIY goods and the interests of them, as well as the existence of a positive correlation between interests and value of DIY goods. And we get hold of the enlightenment that the products of DIY workshops can be improved and developed according to the demands of attribute, and can be compartmentalized according to the interests of the market demand, and can be advertised according to the content of value. Keyword: consumer behavior; attributes; benefits; value; means-end chain 目 录 1 绪论…………………………………………………………………………………………1 1.1 选题背景…………………………………………………………………………1 1.2 问题的提出……………………………………………………………………………1 1.3 研究内容………………………………………………………………………………2 1.4 研究意义………………………………………………………………………………2 1.5 研究路径………………………………………………………………………………2 2 文献综述及研究假设的提出……………………………………………………3 2.1 方法—目的链理论概述…………………………………………………………3 2.2 方法—目的链的组成元素………………………………………………………5 2.2.1 属性……………………………………………………………………………………5 2.2.2 结果……………………………………………………………………………………5 2.2.3 价值……………………………………………………………………………………5 2.3 方法—目的链理论的应用………………………………………………………6 2.4 研究假设…………………………………………………………………