摘 要:时间导向、功利/享乐主义态度和感知风险是消费者心理学领域的三个重要概念，它们分别对应人的价值观、态度和知觉。时间导向是个人经历在其认知系统中的时间性反映和重构；功利/享乐主义反映了消费者选择的两种不同态度倾向；感知风险是指消费者在购买过程中，由于无法预知决策的结果所必须面对的一种不确定性。本文在前人研究的基础上，采用实证的方法，利用统计分析软件SPSS15.0和Amos7.0研究了时间导向和功利/享乐主义态度对消费者感知风险的影响。首先在回顾国内外相关文献的基础上提出研究假设；接着采用问卷调查法，基于国外已发展成熟的量表开发问卷，并进行预测试，通过对预测试结果的探索性因子分析确定正式发放的问卷；采用信度分析对正式问卷的结果进行信度检验，采用验证性因子分析和相关系数置信区间法对问卷进行效度检验，形成最终量表；通过相关分析、归类分析、回归分析和调节效应分析探讨了时间导向对感知风险的影响，以及功利/享乐主义态度对时间导向和感知风险之间关系的调节作用，以检验假设；最后对实证研究的结果进行总结，并为企业在营销过程中如何降低消费者的感知风险提出有针对性的建议。
关键词：时间导向；功利/享乐主义态度；感知风险
ABSTRACT:Temporal orientation, utilitarian/hedonic attitude and perceived risk are three important concepts in the area of consumer’s psychology, which correspond to value, attitude and perception respectively. Temporal orientation is the temporal reflection and reconstitution of one’s personal experience in his cognitive system. Utilitarianism/hedonism reflects two different tendencies of consumers’ choice. Perceived risk means uncertainty which consumers have to face because of failing to predict the results of their decision in their purchasing process. In this paper, on the basis of previous research and by means of empirical methodology, the author used the statistical analysis software, SPSS15.0 and Amos 7.0, to study the influence of temporal orientation and utilitarian/hedonic attitude on consumers’ perceived risk. First, based on the review of the relevant literature at home and abroad, the author raised the research hypothesis. Second, with questionnaires rooted in scales which have developed fully abroad, the author carried out a pretest, made exploratory factor analysis on the results of the pretest and then confirmed the formal questionnaire. Third, the author applied the method of reliability analysis to test the reliability of the formal questionnaire, and the method of confirmatory factor analysis and correlation coefficient’s confidence interval to test the validity of the formal questionnaire, thus forming the final scale. Fourth, in order to test the hypothesis, by means of correlation analysis, classification analysis, regression analysis and moderating effect analysis, the author discussed the influence of temporal orientation on consumers’ perceived risk, and the moderating effect of utilitarian/hedonic attitude on the relationship between temporal orientation and consumers’ perceived risk. Finally, the author drew conclusions on the results of this empirical research, and put forward targeted suggestions for enterprises on how to reduce consumers’ perceived risk in the marketing process.
Keywords: Temporal orientation; utilitarian/hedonic attitude; perceived risk
