（節(jié)選）外文翻譯--購買決策的參與消費價值觀的探索性研究

1、<p>　　出處：Misra R K, Agrawal R. Purchase Decision Involvement: An Exploratory Study on Consumer Values[J]. Management & Labour Studies, 2003, 28(3):271-277.</p><p>　　中文3900字，2385單詞，13500英文字符</p>

2、;<p><b>　　一、譯文</b></p><p>　　購買決策的參與：消費價值觀的探索性研究</p><p>　　RK Misra，R Agrawal</p><p>　　每個消費者每天都會面臨作出同時購買多種產品的決定，有很多的因素在影響消費者進行購買決策參與程度，其中的一個因素是消費者在生活中的個人價值觀或者消費偏好。這

3、些價值觀，會影響消費者在購買各種各類的產品時作出的決策。本文試圖通過訪問分別在兩個年齡組（18——24歲和30——35歲）的200名消費者，以了解消費者購買決策的參與度和個人價值觀之間的關系。</p><p>　　在貿易自由化之前，市場上的產品特點是低質量、高價格和很少的可供選擇的產品類別。隨著經濟的全球化，大量優(yōu)質的具有競爭力價格的產品被提供。因此，今天的消費者可以挑選不同類別的產品。</p>&

4、lt;p>　　這種選擇各種不同類別產品的行為，在消費者行為研究中被稱為購買決策。因此，消費中不同的參與程度被稱為購買決策的參與。對消費者關于產品購買參與的市場研究理論的建立，可以應用于企業(yè)關于品牌定位策略和促銷策略。Laurent、Kapferer (1985)認為，應該是在與消費者的溝通中了解購買決策的認知來源，并獲得消費者在消費過程中主動觀察的動態(tài)畫面。</p><p>　　消費行為的研究人員一直試圖界

5、定和描述購買參與，但一直沒有統(tǒng)一的想法或意見(Cohen，1983；Laurent、Kapferer,，1985；Mittal and Lee， 1989)。根據Mittal和Lee (1989)，參與被認為是反映個人與他的基本價值觀、目標和自我概念 (Engel、 Blackwell, 1982)的程度。同樣，Greenwald、Levitt（1984）認為，參與是指個人的相關性或相關產品的重要性。而Mitchell（1981）提出的

6、參與是一個內部狀態(tài)變量，表示感知，興趣和誘發(fā)需求的一個特定的刺激或情境；Park、 Mittal（1985）將它作為一個目標導向的激勵能力。 </p><p>　　從上述定義，可以將參與概括為動機、激勵、或者興趣的狀態(tài)，這種狀態(tài)存在于購買過程。它的形成動力是當前環(huán)境、產品或通訊（外部變量）和過去的經驗、自我中心值（內部變量），它會影響產品搜索的類別、過程和決策。根據Mittal、Lee （1989）的定義，參與是

7、從需求、動機和利益上直接涉及到目標對象。</p><p>　　因此，消費者的購買行為可以分為復雜的、習慣性的，單一的和多樣化的，取決于買方的參與程度和品牌之間的差異程度。消費者進行復雜的購買行為是因為在高的消費參與和購買的產品品牌之間有較高的差異性。單一的購買行為是因為消費者在高參與下，產品的價格高但是風險少，并且消費者看到了產品品牌之間的差別并不大。消費者購買行為趨于習慣性是因為低的消費參與和顯著的品牌差異。消

8、費者進行多樣化的購買行為是因為低的消費參與品牌之間沒有顯著的差異。據觀察，消費者往往偏向于積極的產品信息搜索，投入大量的時間，審慎評估可用的信息，他們是高參與到購買決策中。雖然這種行為有一定的風險，但是不同的消費者，參與程度變大往往是根據以下任何一個條件：</p><p>　　1、消費者缺乏滿足他們需要的產品的替代品的信息</p><p>　　2、需要大量的購買資金</p>

9、<p>　　3、該產品具有相當大的社會意義</p><p>　　4、該產品被視為具有可以提供很大的效益的潛力</p><p>　　雖然理論研究本身似乎一直在向前發(fā)展，但是它一直難以實施，因為參與本身的概念和測量都在發(fā)生很大的變化，沒有一個唯一的，被普遍廣泛接受的含義。因為參與這個詞一直沒有被仔細地定義和概念化。有個文獻評論將參與確定為五種類型：自我參與、承諾參與、溝通、購買重要性

10、的程度和信息的搜索。另一種觀點認為參與理論與產品廣告和購買決策有關。一些研究人員認為，人、產品和位置是參與的重要組成部分。其他定義認為低參與的購買情況下，很少對產品有關信息進行搜索，在購買之前也沒有形成積極的態(tài)度。</p><p>　　一些研究試圖區(qū)分品牌參與和產品參與，區(qū)分態(tài)度持久和參與響應。盡管缺乏關于參與的一致的定義，但是參與通常被視為重要的消費行為，被很多學者進行了關注和研究。但定義不是唯一的問題，也有測

11、量方面的問題。研究人員認為參與是關于自我參與、風險感知和購買的重要性方面的測量。同樣，研究人員集中在行為參與方面的有關因素，如產品信息和評價的搜索等因素。一些研究者認為，參與是一個有效的決定措施。另有一些人認為，參與應該由該產品所引起的消費者的重視程度去衡量。在確定參與程度之前，研究者必須定義它到底是什么，應該是衡量自我，參與動機，參與任務，情景變量或者什么的。它是很明確的，需要被廣泛接受的。</p><p>　

12、　Laurent、Kapferer（1985）總結，沒有一個單一參數的可以很好地描述，解釋，或預測參與。因此，建議研究人員在分析參與時應該更充分的研究消費者的個人資料和產品類別之間的關系。因此參與有五個方面，這些方面是：他的產品感知重要性，感知誤購的消極后果的重要性、誤購的主觀概率、享樂價值的產品檔次、知覺符號產品的價值。</p><p>　　Engel、Blackwell、Miniard（1993）做了相關研究

13、，提出Engel、Blackwell、Miniard（EKB）模型作為消費者行為理論框架，提出影響游客紀念品購買行為變量之間的關系。EKB模型的提出，確定產品購買決策評估過程的四個關鍵組成部件：信念，態(tài)度，評價標準和意向。此外，影響產品的評價的個體特征，包括個性，生活方式、動機、價值觀、規(guī)范和參考群體（Engel、Blackwell、Miniard 1993）。在此模型的基礎上，實證模型制定了上述研究，納入購買決策的參與和紀念品評價影響

14、的變量。消費者的一般特征，如個人的價值觀和對其他文化的態(tài)度，預計到影響他們旅行的具體特點（旅游業(yè)風格）。從上述研究中預測，個人的價值觀，反過來也會影響三種產品的購買決定，即房子、汽車和娛樂用品。 </p><p>　　從上面的回顧，它可以將影響購買決策的參與可視化，并制訂個人的價值觀和購買決策參與之間的關系。在這里的個人的價值觀的偏好會指導他們的生活。Rokeach（1972）定義的個人的價值觀值為一個持久的信念

15、，有一個特定的行為或存在狀態(tài)模式，個人和社會是可能存在相反的行為或狀態(tài)或逆向模式。從這個定義，它是明確的，有不同的價值，過程值和終端值。過程值是結束的手段，他們指導行動的預期目標，但如果他們違反意愿創(chuàng)造了痛苦、憤怒和內疚的感情。另一個過程值，如道德價值觀，人際關系。同樣終端值是有關指導個人行為的終止狀態(tài)或所期望的目標，可能有個人或社會取向。如果一個人內心和諧和感恩，那么重點就是放在個人內部的水平，而如果一個人內心是給世界和平與平等，然后

16、重點的方向是對人際關系。因此可以這樣理解，這兩種類型的價值觀影響一個人做任何活動（Kalhe，1983； Rokeach,，1968，1973）。許多研究都發(fā)現，價值觀在時間上是一致的或持久（Beatty，1985）的。</p><p><b>　　方法論</b></p><p>　　分析：這是一個使用探索性研究的調查方法，找出購買決策的三個影響因素如年齡、價值觀、產

17、品類別。</p><p>　　示例：它包括200個lndore 和Allahabad的受訪者。在18——24歲和30——34歲年齡組，采用隨機抽樣技術。平均年齡的受訪者是18.27年和32.76年分別。</p><p>　　措施：兩個工具被用來衡量受訪者個人價值和購買決策的參與。該工具由Kahle（1983）測量上9點規(guī)模，“1”=非常不重要到，“9”=非常重要。使用Mittal（1989

18、）開發(fā)的工具來衡量購買決策參與，它包括四個項目范圍從“1”=最不關心，“7”=高度關注與響應。數據的收集是有一定的管理措施，確保受訪者他們閱讀問卷每個部分的指示說明，確保完成問卷所有題目，確保他們給予每個產品類別答復。</p><p>　　數據分析：對數據進行分析，使用t檢驗和相關分析，包括每個產品類別，跨年齡組和重要價值。</p><p><b>　　結果與討論</b&g

19、t;</p><p>　　從表1顯示，不同的兩個年齡組在房子以及汽車產品的購買決策的參與差異上是不顯著，既不在0.05的水平，也不在0.01的水平。這可能是因為事實上，在他們的生活中購買房子和汽車對年輕人和中年人在支付上有同等的重要性，因為它涉及巨大成本和長期投資。而購買娛樂用品，兩個年齡組之間的在0.01水平上有顯著性差異，普遍認為，因為年輕一代更重視樂趣和享受。</p><p>　　結

20、果在表2顯示,將高度的責任感和成就感做為受訪者一種價值觀，發(fā)現這類消費者在所有產品類別比較和決定時有較高的購買參與，這種價值觀表現為消費者的自我尊重和安全。由此可以得出結論，成就感是影響購買決策參與的，因為它是一個最終狀態(tài)（標記為終值），每一個人都會去努力實現（Rokeach，1982）。</p><p>　　同樣，比較個人價值對整個配對產品類別的影響，很明顯在表2看出在房子和娛樂用品上，受訪者在以安全為主導的價

21、值時，在0.01水平的水平上，購買決策參與方式之間存在顯著性差異?？梢酝茢啵藗儫o法通過購買娛樂來獲得安全，而可以通過購買房子獲得安全，因為房子在每個人的生活中是非常關鍵的。</p><p>　　同樣的受訪者以成就感為主導的價值觀時，在購買房子和汽車用品是有較高的購買決策?？梢钥吹竭@么一個事實，住宅是每一個人生活需要的基本部分，而汽車始終也是一個價格比較高的商品，人們很重視這兩樣產品，所以在支付時也會相對重視。&

22、lt;/p><p>　　調查結果還顯示，對于許多常規(guī)的低參與的購買，這部分購買行為具有買方價值不大，交易成本低的特點。事實上，這個過程可能是完全自動的。 </p><p>　　而對于普通客戶的交易，買方獲得的產品或服務的一部分是在一些努力的情況下實現的，買雜貨和空中旅行的費用往往是這種類型。在這里，買方必須施加一些合理的努力來獲取貨物或服務，并需要額外的服務才能順利進行?？蛻襞υ黾右馕吨I家

23、在購買過程中的獲得更高的既得利益。</p><p>　　最后，高級客戶的交易成本發(fā)生時，需要顧客在購買過程中大量的投資。對于消費市場，他們高參與消費商品有房子，汽車或兒童的醫(yī)療保健等。對于這些產品，消費者投資大量時間，精力和金錢，此時完善的交易規(guī)則和服務是非常重要的。</p><p>　　因此，可以得出結論，購買決策的參與是依賴于交易成本以及買方擁有價值。</p><p

24、><b>　　結論</b></p><p>　　這項研究結果清楚地表明，個人價值觀顯著影響各種產品的購買決策參與，尤其是房子。這兩個年齡組的研究中，對個人是至關重要的價值觀：被充分尊重，安全感，自尊，成就感的九個值進行了測量。雖然很明顯地從這項研究中得出價值觀影響各種產品的購買決策參與，但還需要進一步研究，找出受訪者價值體系是否存在交互作用，以做出購買決策。</p>&l

25、t;p>　　除上述因素外，各年齡組的范圍從18到60歲，受訪者的收入水平和性別也應加以研究，得出它們在個人價值與購買決策的參與之間一個適當的聯系，這些可以作為一個中間變量。</p><p><b>　　二、英文</b></p><p>　　PURCHASE DECISION INVOLVEMENT: AN </p><p>　　EXP

26、LORATORY STUDY ON CONSUMER VALUES </p><p>　　Dr. Rajnish K. Misra , Richa Agrawal </p><p>　　Every consumer day in and day out is faced with taking decisions while purchasing various products.

27、 How far they are involved in their decisions is dependent on many factors. One such factor is the personal values or preferences that an individual has in one’s life. These values guide the consumer in making purchase d

28、ecisions about various categories of products. The present paper attempts to understand the relationship between purchase decision involvement and personal values among 200 responde</p><p>　　The pre-liberali

29、zation scenario was characterized by low quality, high priced and fewer choice in different product categories. With the globalization of Indian economy, large number of quality products is available at competitive pric

30、es. The consumers today are therefore, forced to choose from the variety of product categories. </p><p>　　This choice of product from different product categories, in consumer behavior researches is referre

31、d to as purchase decision. Thence, level of involvement for that purchase decision is called purchase decision involvement. </p><p>　　The use of involvement theory in market research has helped to construct

32、 profiles of products and consumers and can therefore be applied as a promotional strategy for brand positioning and facilitating the consumers in making better purchase decisions. Laurent and Kapferer (1985) were of th

33、e view that understanding the sources of involvement provides a dynamic picture of the consumers subjective situation and gives clues to the appeals that should be made in communicating with consumers. </p><p

34、>　　Consumer behaviour researchers have tried to define and describe purchase involvement, but it has always been referred as conglomeration of ideas and views (Cohen, 1983; Laurent and Kapferer, 1985; Mittal and

35、Lee, 1989). According to Mittal and Lee (1989), involvement is said to reflect the extent of personal relevance to the individual in terms of his / her basic values, goals and self-concept (Engel and Blackwell, 1982).

36、Similarly Greenwald and Levitt (1984) view that high involvement m</p><p>　　From the above definitions, it can be summarized that involvement is a state of motivation, arousal or interest. This state exists

37、 in process. It is driven by current situation, products or communication (external variables) and past endurance; ego or central values (internal variables). Its implications are types of searches, processes, and deci

38、sion making, while definition by Mittal and Lee (1989) directly relate involvement to goal object, and thus to needs, motives and benefits. </p><p>　　Consumers buying behaviour can therefore, be classified

39、into complex, habitual, dissonance reducing and variety seeking behaviour, depending on the degree of buyer involvement and the degree of difference among brands. Consumers undertake complex buying behaviour in situation

40、s characterized by high consumer involvement in purchase and significant difference among brands. Dissonance reducing buying behaviour occurs when consumers are highly involved in an expensive, infrequent or risky purcha

41、se, </p><p>　　Consumers lack information about alternatives for satisfying their need. </p><p>　　A large amount of money is involved. </p><p>　　The product has considerable soc

42、ial importance. </p><p>　　The product is seen as having a potential for providing significant benefits. </p><p>　　Although the theories themselves appear to be straight forward, it has been diff

43、icult to operationalize them because of great variation in conceptualization and measurement of involvement itself. There is no single, widely accepted meaning of involvement because the term has been neither carefully

44、defined nor conceptualized. One review identified five types of involvement: ego involvement, commitment, communication involvement, purchase importance and extent of information search.Another revie</p><p>

45、;　　Before the degree of involvement can be identified, the researcher must define exactly what it is that should be measured- ego, motivation, task involvement, situational variables, or what. It is clear that solid and

46、widely accepted measure of product involvement need to be developed. </p><p>　　Laurent and Kapferer (1 985) summarized that not one single parameter of involvement could satisfactorily describe, explain, or

47、predict involvement. And, therefore, proposed that researchers should use an involvement profile to specify more fully the nature of the relationship between a consumer and a product category. Thus, they produced five an

48、tecedents or facets of involvement. These facets are: perceived importance of he product; perceived importance of negative consequences of a mis-purcha</p><p>　　In a related study done by Engel, Blackwell,

49、and Miniard (1993) proposed an Engel, Kollatt, and Blackwell (EKB) model of consumer behaviour served as a theoretical framework for proposing relationships between the variables expected to influence tourists’ souvenir

50、-purchasing behaviour. The EKB model proposes that the product evaluation process leading to purchase decision consists of four key components: beliefs, attitudes, evaluative criteria, and intention. In addition, product

51、 evaluation is </p><p>　　From the above review, it can be visualized the factors influencing purchase decision involvement, and draw the relationship between personal values and purchase decision involvement

52、. Here values are preference people have that guide them in their life. Rokeach (1972) has defined value, as an enduring belief that has a specific mode of conduct or end-state of existence, is personally and socially p

53、referable to an opposite or converse mode of conduct or end-state of existence. From this definit</p><p>　　Similarly terminal values are concerned with guiding the individual actions towards end state or de

54、sired goals, which may either have personal or social orientation. If a person places importance to inner harmony and salvation, then the focus in at intra-personal level whereas, if importance is given to the world pe

55、ace and equality then the orientation of individual is towards interpersonal relationships. Therefore, it can be understood that these two types of values influence whatever </p><p>　　Methodology <

56、/p><p>　　Study: It is an exploratory study using the survey method to find out the implications of factors such as age and values people hold on the purchase decision involvement across three product categorie

57、s. </p><p>　　Sample: It comprised of 200 respondents of lndore and Allahabad. In the age group of 18-24 and 30-34 years using a random sampling technique. </p><p>　　The average age of the respo

58、ndents was 18.27 years and 32.76 years respectively. </p><p>　　Measures: Two tools were used to measure the personal values of the respondents and the purchase decision involvement. The tool developed by Kah

59、le (1983) for measuring the twelve values on a nine point scale ranging from ‘1’ = very unimportant to ‘9’ = very important. The other tool used to measure the purchase decision involvement was developed by Mittal (1989

60、). It comprised of four items with response ranging from ‘l’= least concern to ‘7’ = high concern. The data was collected by administe</p><p>　　Data Analysis: The data were analyzed using T- tests and corr

61、elation analysis for each product category across the age group and important values. </p><p>　　Results and Discussion </p><p>　　As evident from Table -1, the difference in the purchase decisio

62、n involvement for both house as well as automobile product is not significant neither at 0.05 level nor at 0.01 level for both the age groups. This may be because of the fact that younger and the middle aged respondents

63、pay equal importance to the purchase of house and automobile, as it involves huge cost and a long term investment in their life. While purchasing entertainment goods, the difference is significant between two age gr<

64、/p><p>　　Findings in Table -2 show that respondents with a high sense of accomplishment as a value have higher purchase decision involvement across all product categories in comparison to those having values of

65、 self-respect, security and being self-respected. It can be concluded that the sense of accomplishment is influencing the purchase decision involvement because it is an end state (labeled as terminal value) towards whic

66、h every one strives to achieve'(Rokeach, 1982). </p><p>　　Similarly, on comparing influence of personal values across paired product category, it is evident from Table-2 the difference between means for

67、 purchase decision involvement for house and entertainment goods is significant at 0.01 level in respondents with security as dominant value. It can be inferred that people cannot derive security by purchasing an enterta

68、inment good rather they go for purchasing a house because the decision to purchase a house is very critical in every one's life. </p><p>　　Likewise respondents having sense of accomplishment as dominan

69、t value is also having higher purchase decision involvement for house than that for automobile goods. It can be viewed from the fact that house is part of the basic needs of every individual and therefore, while comparin

70、g the two it is important to see how much importance people pay to these products, and when ranked the automobile will always become a luxury in comparison to house. </p><p>　　The findings implicate that as

71、in buyer-seller exchange, it is assumed that some component of service is present, even if it is nothing more than locating or bagging. For many routine or low involvement purchases, this service component may be of li

72、ttle value to the purchaser beyond the expected norms surrounding the acquisition. These situations are characterized by low customer-transaction costs. Straight re-buys exemplify low customer- transaction cost situati

73、ons for industrial purchaser</p><p>　　While moderate customer-transaction costs are present in situations involving some effort on the part of the purchaser to obtain the product or service, the costs for

74、 grocery shopping and air travel tend to be of this type. Here the buyer must exert some reasonable effort to acquire the goods or services, and additionally require that the service component be satisfactorily performed

75、. The increase in customer effort means that the purchaser is more vested in the buying process. Modified re-b</p><p>　　Finally, high customer-transaction costs occur when the customer is heavily invested

76、in the purchase process. For consumer markets, they occur with high involvement goods such as a house, car, or a child's medical care. With these products, consumers invest a great amount of time, effort, and money

77、in consummating the transaction and the service component is generally very important. New task buys fit into this category for industrial firms. </p><p>　　Therefore, it can be concluded from the above that

78、the purchase decision involvement is dependent on the transaction cost as well as the values the buyer possesses. </p><p>　　Conclusion </p><p>　　Findings of this study clearly indicate that that

79、 there is significant influence of personal values on purchase decision involvement of various products especially house. The values that are of crucial importance to individuals are being well respected, security, self

80、 respect, sense of accomplishment out of nine values that have been measured across the two age groups in this study. </p><p>　　Though it is clear from this study that values do influence the purchase decis

81、ion involvement for various products it requires further study to find out whether needs of the respondents interacts </p><p>　　with their value system while they make purchase decisions. Besides the above f

82、actors, the various age groups ranging from 18 to 60 years, income level and gender of the respondents should also be studied to derive an appropriate link between the personal values and the purchase decision involvem