思維聚焦對發(fā)展型文化消費產(chǎn)品購買意愿的影響

1、 Dissertation Submitted to Shanghai Jiao Tong University for the Degree of Master THE IMPACT OF MENTAL STIMULATION ON CONSUMER PURCHASE INTENTION TOWARDS SELF-DEVELOPMENT CULTURE PRODUCTS Candidate： Wei QIAN Student ID:

2、 1121209076 Supervisor： Prof. Wei LU Academic Degree Applied for： Master of Science in Management Speciality： Business Administration Affiliation： Antai College of Management and Economics Date of Defence： Jan, 2

3、015 Degree-Conferring-Institution： Shanghai Jiao Tong University 上海交通大學碩士學位論文 II THE IMPACT OF MENTAL STIMULATION ON CONSUMER PURCHASE INTENTION TOWARDS SELF-DEVELOPMENT CULTURE PRODUCTS ABSTRACT Culture Industry has alr

4、eady become an important strategic industry in China. Culture consumption is a vital component of culture industry. However, few researches were focused on consumer behavior topics of culture consumption. This research d

5、iscussed the impact of mental stimulation on consumer purchase intention towards self-development culture products. This research focused on Chinese University students as subjects. Pilot experiments were used to select

6、the suitable stimulus for self-development culture products. Experiment one was conducted to test whether consumers’ mindset is process-focused or outcome-focused would influence their purchase intention of self-developm

7、ent culture products. Results showed that compared with process-focused consumer, outcome-focused consumer had higher purchase intention of self-development culture products. Meanwhile, we set experiment two to find that