人际关系对礼品消费决策影响的研究  

The Impact of Guanxi on Gift Consumption Decision

作　　者：俞杰龙[1] 陈启杰[2] YU Jielong CHEN Qijie(School of Nanhu , Jiaacing University, J iaxing 314001, China School of International Business Management, Shanghai University of Finance and Economics, Shanghai 200433, China)

机构地区：[1]嘉兴学院南湖学院,嘉兴314001 [2]上海财经大学国际工商管理学院,上海200433

出　　处：《复旦学报（自然科学版）》2017年第1期19-28,共10页Journal of Fudan University：Natural Science

基　　金：国家自然科学基金(71202006);浙江省教育厅科研项目(Y201534071)

摘　　要：研究人际关系在消费者购买礼品时对产品属性的偏好和卷入度的影响,礼品的属性包括品牌、价格、功能和质量;卷入度包括象征性、重要性和时间性3个维度.以浙江嘉兴市1所成人培训学校的330名学员为研究对象,回归分析结果揭示:人际关系的情感依恋关系在消费者购买礼品时对产品质量、功能和品牌偏好都具有显著的负向影响,而对礼品购买卷入度的象征性和重要性因子具有显著的正向影响;企业可以选择情感依恋程度的高低作为产品和品牌定位的基础.人际关系的生活卷入关系对产品的质量、功能和价格,以及象征性和时间因子都具有显著的正向影响;工作顺从关系对消费者功能、品牌和价格偏好,以及时间因子都具有显著的正向影响.现代人际关系多元化理性化背景下,笼统地研究人际关系的影响是无解的,必须区分不同的人际关系内容进行求解.This study was designed to examine the effect of guanxi（relationship between gift-giver and gift-receiver）on attributes of product and the purchase involvement when consumers purchase a gift for him or her.Based on a sample 330 from a adult training school in Jiaxing province of China,the regression results showed that affective attachment,a dimension of guanxi,was negative related to quality,function,brand,but positive related to symbol and importance of involvement;personal-life inclusion was positive related to quality,function,price,as well symbol and time of involvement;deference to supervisor was positive related to function,brand,price,as well time of involvement.Under the background of diversification and rationalization of guanxi,it will be no solution to study the effect of interpersonal guanxi without classification or distinguish its different contents.

关 键 词：人际关系 礼品消费 礼品属性 卷入度 

分 类 号：F713.50[经济管理—市场营销]