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[摘要]用户的行为十分复杂,人类的大多数心理都在用户决策中有所体现，因此对移动互联网用户的营销说服也复杂多变，很多研究者都试图用理论模型加以描述和解释。消费者是营销说服的目标，而消费者心理对营销说服的影响对企业营销实战的指导有着重要意义。许多的心理学概念和理论因此被渐渐引入营销领域的研究中。其中调节定向理论成为近几年来营销领域新的研究热点之一。首先，本文通过对相关文献的系统梳理,对目前主要的相关研究的内容和成果进行总结，阐释了调节定向理论的含义、调节定向倾向的形成和测量以及其对用户心理的影响，并对其在营销领域的应用进行了评述。然后，本文提出了影响关系模型，对调节定向与营销说服的关系进行了假设，并进行调查分析，以探索出用户的调节定向对营销说服的影响。26438
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关键词：调节匹配、营销说服、促进定向、预防定向。
毕业论文外文摘要
Title Research about the Impact of Regulatory Focus Theory on Marketing Persuasion
Abstract
The user's behavior is very complicated. The majority of human psychology are reflected in the user’s decision making. So the marketing persuasion of mobile Internet users is also complex and changeable. Many researchers are trying to establish theoretical model to describe and explain it. With the marketing research step into fine and pay more attention to the guidance of enterprise’s marketing actual combat, a large number of core concepts in psychology is introduced in the field of marketing research, regulation focus theory is one of the most important. The effects of regulatory focus on information persuasive become a research hotspot in the field of marketing in recent years. Through review of the relevant literature systematically, Summarizes the current main research results, and explains the regulatory focus theory connotation, measurement of regulatory focus tendency. The study will review its application in the field of marketing research, and points out the application prospect of the regulatory focus theory in the marketing field of application and the possible research direction. Finally，we put forward the influence relation model, and carries on the investigation and analysis, to explore the regulatory focus‘s impact on marketing of persuasion.
Keywords: Regulatory focus theory; Marketing persuasion; Prevention focus; Promotion focus.
目录
1 引言 2
1.1 研究背景 2
1.2 研究的问题意义及其重要性 2
2. 综述 4
2.1 文献统计 4
2.2 对调节定向不同研究主题的论述 4
2.2.1 调节定向理论 4
2.2.2 调节定向的测量 5
2.2.3 调节定向对基本心理过程的影响 6
2.3对营销说服的研究论述 8
2.3.1营销说服的理论研究 8
2.3.2营销说服的影响因素研究 8
3 研究内容 10
3.1 研究假设 10
3.2 研究方案 10
4 问卷设计和数据分析 12
4.1 问卷设计 12
4.1.1 样本背景描述 12
4.1.2 问卷内容设计 12
4.2 问卷分析 12
4.2.1 信度分析 12
4.2.2 效度分析 12
4.2.3 变量描述 13
4.2.4 回归分析 13
4.2.5相关分析 16
结 论 18
致 谢 19