宗教情感和教会认同对基督徒消费决策风格影响研究
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摘要
随着宗教在中国的复兴,越来越多的民众开始信奉基督教,对这一特殊宗教群体的消费行为展开研究就成为必然。消费者决策风格的基本特征长期以来是消费者权益研究的中心问题,加之,国内学者对信徒的消费决策风格研究还非常匮乏,因此,在中国尽快开展有关基督教和消费者决策风格之间关系的研究,无论是增强人们对基督徒消费决策风格基本特征的了解和认识,填补该领域系统性研究的空白,还是为企业营销战略的制定提供思路,无疑都具有非常重要的理论价值和现实意义。
本文在借鉴国外文献的基础上,基于我国基督教发展的现状,从宗教情感与教会认同相结合的独特研究视角入手,详细分析和检验基督徒的消费决策风格是否受宗教情感的影响,在此基础上运用符号互动论的思想和方法构建“宗教情感和教会认同影响消费者决策风格”的理论模型,探讨基督徒消费决策风格的形成机理,并运用宗教情感理论和组织认同理论系统地对基督徒消费决策风格的影响因素展开实证研究,从而构建了一个以“宗教身份——消费者决策风格”为主,“宗教情感、教会认同——消费者决策风格”为辅的较为完整的研究消费者决策风格的分析框架。研究的主要内容包括：宗教身份对基督徒消费决策风格形成的影响、宗教情感对基督徒消费决策风格形成的调节作用、教会认同对基督徒消费决策风格形成的调节作用以及宗教情感、教会认同对基督徒消费决策风格形成的直接影响。
通过研究,本文得到以下主要结论：第一,基督徒的消费决策风格包括完美主义型、品牌意识型、新奇享受型、价格敏感型、冲动型、犹豫困惑型以及品牌忠诚型七个基本特征；无宗教信仰人士的消费决策风格分为完美主义型、品牌意识型、新奇时尚型、享乐型、犹豫困惑型和习惯-品牌忠诚型六种类型。第二,宗教身份是基督徒消费决策风格形成的一个重要影响因素,有基督徒身份的与无宗教身份的消费者决策风格存在显著的差异,基督徒比无宗教信仰人士对价格更敏感、更倾向购买甩卖的和更便宜的产品,对完美和新奇时尚的产品和品牌的消费意识淡薄。第三,宗教情感不仅是影响基督徒消费决策风格的重要因素,而且对基督徒消费决策风格的形成具有显著的调节效应,虔诚的基督徒比非虔诚的基督徒对价格更敏感、消费更果断、完美意识更弱。第四,教会认同不仅是影响基督徒消费决策风格的重要因素,而且对基督徒消费决策风格的形成具有显著的调节效应,教会认同感强烈的基督徒比教会认同感一般的基督徒具有更强的完美意识和品牌忠诚意识。
With the revival of religion in China, more and more people began to believe in Christianity, it has been inevitable for us to concern about consumers'behavior in such particular religious groups. Given that identifying basic characteristics of decision-making styles is central to consumer-interest studies and the related studies on beliver's consumer decision-making styles is still very scarce, it is very important that theoretical and empirical research on Chiristians'consumer decision-making styles in China's context be conducted as soon as possible to strengthen the understanding Christians'consumer decision-making styles, to fill in gaps of research on this issue, and to provide ideas for the development of marketing strategies.
Based on related literature and China's reality, this paper will begin with the unique viewpoint of the integration between religiosity and church identity, and analyze in detail whether Christians'consumer decision-making styles will be affected by religiosity in China. Then, this paper will use Symbolic Interactionist Theory to probe the mechanisms that form Christians'consumer decision-making styles. Finally, drawing on Religiosity Theory and Organizational Identification Theory, this paper develops a comprehensive framework for studying Chinese Chisitians'consumer decision-making styles on the basis of empirical research:religious self-identity—consumer decision-making styles and religiosity, church identity—consumer decision-making styles. Major contents of this study are outlined as follows:religious self-identity directly influencing the formation of Christians'consumer decision-making styles, religiosity moderating the formation of Christians'consumer decision-making styles, church identity moderating the formation of Christians'consumer decision-making styles, and religiosity or church identity having a direct effect on the formation of Christians'consumer decision-making styles.
This paper has mainly reached the following conclusions:Firstly, while Christian's consumer decision-making styles includes seven consumer characteristics:perfectionist, brand consciousness, novelty-hedonic consciousness, price consciousness, impulsiveness, confused by overchoice and brand-loyal, non-religious people involves six styles: perfectionism, brand conscious, novelty-fashion conscious, hedonic, confused by overchoice and habital-brand loyal. Secondly, Christian religious self-identity not only significantly affects Christian's consumer decision-making styles, and but also results in an obvious difference on consumer decision-making styles between Christians and non-religious persons. Compared with non-religious people, Christians are more sensitve to price, inclined to buy cheaper products on sales and lacked of a perfectistic consciousness and novlty-fashion consciousness. Thirdly, religiosity is not only an important factor directly influencing the formation of Christian consumer decision-making styles, and but also has a moderating effect on the formation of Christian consumer decision-making styles. Devout Christians are more sensitive to price, more resolute in consumption and weaker in perfectionistic consciousness than casual Christians. Lastly, church identity is not only an important factor directly influencing the formation of Christian consumer decision-making styles, and but also has a moderating effect on the formation of Christian consumer decision-making styles. Christians with a stronger sense of church identity are more perfectionistic and brand-loyal than others having a weaker sense of church identity.
本文在借鉴国外文献的基础上,基于我国基督教发展的现状,从宗教情感与教会认同相结合的独特研究视角入手,详细分析和检验基督徒的消费决策风格是否受宗教情感的影响,在此基础上运用符号互动论的思想和方法构建“宗教情感和教会认同影响消费者决策风格”的理论模型,探讨基督徒消费决策风格的形成机理,并运用宗教情感理论和组织认同理论系统地对基督徒消费决策风格的影响因素展开实证研究,从而构建了一个以“宗教身份——消费者决策风格”为主,“宗教情感、教会认同——消费者决策风格”为辅的较为完整的研究消费者决策风格的分析框架。研究的主要内容包括：宗教身份对基督徒消费决策风格形成的影响、宗教情感对基督徒消费决策风格形成的调节作用、教会认同对基督徒消费决策风格形成的调节作用以及宗教情感、教会认同对基督徒消费决策风格形成的直接影响。
通过研究,本文得到以下主要结论：第一,基督徒的消费决策风格包括完美主义型、品牌意识型、新奇享受型、价格敏感型、冲动型、犹豫困惑型以及品牌忠诚型七个基本特征；无宗教信仰人士的消费决策风格分为完美主义型、品牌意识型、新奇时尚型、享乐型、犹豫困惑型和习惯-品牌忠诚型六种类型。第二,宗教身份是基督徒消费决策风格形成的一个重要影响因素,有基督徒身份的与无宗教身份的消费者决策风格存在显著的差异,基督徒比无宗教信仰人士对价格更敏感、更倾向购买甩卖的和更便宜的产品,对完美和新奇时尚的产品和品牌的消费意识淡薄。第三,宗教情感不仅是影响基督徒消费决策风格的重要因素,而且对基督徒消费决策风格的形成具有显著的调节效应,虔诚的基督徒比非虔诚的基督徒对价格更敏感、消费更果断、完美意识更弱。第四,教会认同不仅是影响基督徒消费决策风格的重要因素,而且对基督徒消费决策风格的形成具有显著的调节效应,教会认同感强烈的基督徒比教会认同感一般的基督徒具有更强的完美意识和品牌忠诚意识。
With the revival of religion in China, more and more people began to believe in Christianity, it has been inevitable for us to concern about consumers'behavior in such particular religious groups. Given that identifying basic characteristics of decision-making styles is central to consumer-interest studies and the related studies on beliver's consumer decision-making styles is still very scarce, it is very important that theoretical and empirical research on Chiristians'consumer decision-making styles in China's context be conducted as soon as possible to strengthen the understanding Christians'consumer decision-making styles, to fill in gaps of research on this issue, and to provide ideas for the development of marketing strategies.
Based on related literature and China's reality, this paper will begin with the unique viewpoint of the integration between religiosity and church identity, and analyze in detail whether Christians'consumer decision-making styles will be affected by religiosity in China. Then, this paper will use Symbolic Interactionist Theory to probe the mechanisms that form Christians'consumer decision-making styles. Finally, drawing on Religiosity Theory and Organizational Identification Theory, this paper develops a comprehensive framework for studying Chinese Chisitians'consumer decision-making styles on the basis of empirical research:religious self-identity—consumer decision-making styles and religiosity, church identity—consumer decision-making styles. Major contents of this study are outlined as follows:religious self-identity directly influencing the formation of Christians'consumer decision-making styles, religiosity moderating the formation of Christians'consumer decision-making styles, church identity moderating the formation of Christians'consumer decision-making styles, and religiosity or church identity having a direct effect on the formation of Christians'consumer decision-making styles.
This paper has mainly reached the following conclusions:Firstly, while Christian's consumer decision-making styles includes seven consumer characteristics:perfectionist, brand consciousness, novelty-hedonic consciousness, price consciousness, impulsiveness, confused by overchoice and brand-loyal, non-religious people involves six styles: perfectionism, brand conscious, novelty-fashion conscious, hedonic, confused by overchoice and habital-brand loyal. Secondly, Christian religious self-identity not only significantly affects Christian's consumer decision-making styles, and but also results in an obvious difference on consumer decision-making styles between Christians and non-religious persons. Compared with non-religious people, Christians are more sensitve to price, inclined to buy cheaper products on sales and lacked of a perfectistic consciousness and novlty-fashion consciousness. Thirdly, religiosity is not only an important factor directly influencing the formation of Christian consumer decision-making styles, and but also has a moderating effect on the formation of Christian consumer decision-making styles. Devout Christians are more sensitive to price, more resolute in consumption and weaker in perfectionistic consciousness than casual Christians. Lastly, church identity is not only an important factor directly influencing the formation of Christian consumer decision-making styles, and but also has a moderating effect on the formation of Christian consumer decision-making styles. Christians with a stronger sense of church identity are more perfectionistic and brand-loyal than others having a weaker sense of church identity.
引文
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