基于亲社会动机的自我调控消费行为研究-以绿色消费为例

项目名称： 基于亲社会动机的自我调控消费行为研究-以绿色消费为例

项目编号： No.71202072

项目类型： 青年科学基金项目

立项/批准年度： 2013

项目学科： 工商管理

项目作者： 才凤艳

作者单位： 上海交通大学

项目金额： 22万元

中文摘要： 本项目以绿色消费为背景，研究亲社会动机（pro-social motivation）对消费者的自我调控性消费行为的影响。自我调控是指人们为了满足长远的目标或其他社会标准而调整自己目前行为的能力（Baumeister, Heatherton, & Tice, 1994）。从理论上而言，目前，有关自我调控理论的研究主要侧重于标准、监控和力度三个维度，而动机的作用却被低估了（Baumeister &Vohs，2007）。从个人消费的现实角度来说，绿色消费行为的选择其实是一种典型的自我调控性消费行为。然而，我国消费者的绿色消费主要是基于利己动机，而受利他与利社会动机驱动的绿色消费行为相对较少。基于以上两点，本项目拟从亲社会动机角度出发，通过提升消费者的亲社会动机来促进其自我调控消费行为。本项目提出，情境因素（面子、死亡突显和目标突显）会影响消费者的亲社会动机，进而影响其自我调控行为。

中文关键词： 消费者行为；自我控制；利他行为；；

英文摘要： The project examines the effect of pro-social motivation on consumers'self regulation in the context of green consumption. Self regulation is the ability of altering one's current feeling or behavior for the sake of long term goal or other social standards (Baumeister, Heatherton, & Tice, 1994). From the perspective of theory, most of research about self regulation focus on the importance of standards, monitoring and strength, but the importance of motivation is heavily underestimated (Baumeister &Vohs，2007). In marketing practice, green consumption is actually a result of self regulation. However, green consumption in China is usually driven by the benefit the product bringing to the consumers themselves, but rarely driven by the benefit green consumption could bring to the environment or the whole society. On the basis of arguments above, this project will take motivation into consideration, and explore how pro-social motivation influence consumers' self regulation. Specifically, this project proposes that situational factors, such as face concern, mortality salience and goal salience, will influence consumers' pro-social motivation, which will subsequently influence their willingness of engaging in self regulation. Theoretically, this project might be able to extend the research about self regulation. Practi

英文关键词： Consumer Behavior；Self-Regulation；Prosocial Behavior；；