大学生情绪动机对网络消费意愿的影响

The Influence of College Students’ Emotional Motivation on Online Consumption Will

摘要: 目的：探讨不同情绪动机对大学生网络消费意愿的影响。方法：为启动不同情绪动机将被试随机分配成消极情绪动机启动组、积极情绪动机启动组，前者观看中性、消极视频后进行相应情绪动机下情绪主观评定量表、消费意愿量表的填写，后者观看中性、积极视频后进行相应情绪动机下情绪主观评定量表、消费意愿量表的填写，之后筛选229名情绪动机启动成功的在校本科生作为研究对象，并使用SPSS24.0软件对数据进行分析与处理。结果：消极情绪动机下的网络消费意愿显著低于中性情绪动机下的网络消费意愿，差异具有统计学意义(P < 0.01)。中性情绪动机下的消费意愿高于积极情绪动机下的消费意愿，差异具有统计学意义(P < 0.05)。结论：情绪动机显著影响了网络消费意愿；相对于中性情绪动机，消极情绪动机会显著地减少网络消费意愿，网络消费意愿在积极情绪动机下会较显著地减弱。

Abstract: Objective: To explore the influence of different emotional motivations on college students' online consumption willingness. Methods: In order to initiate different emotional motives, the subjects were randomly assigned to a negative emotional motivation initiation group and a positive emotional motivation initiation group. The former filled in the emotional subjective rating scale and the consumption willingness scale after watching the neutral and negative videos, while the latter filled in the emotional subjective rating scale and consumption willingness scale under the corresponding emotional motivation after watching neutral and positive videos, 229 undergraduate students were selected as research objects, and SPSS24.0 software was used for data analysis and processing. Results: The online consumer willingness under negative emotional motivation was significantly lower than that under neutral emotional motivation, and the difference was statistically significant (P < 0.01). The willingness to consume under neutral emotional motives was significantly higher than that of positive emotional motives, and the difference was statistically significant (P < 0.05). Conclusion: Emotional motivation has a significant impact on Internet consumption intention; compared with neutral emotional motivation, negative emotional motivation will significantly reduce Internet consumption intention, and Internet consumption intention will significantly weaken under positive emotional motivation.