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摘要以往对用户的决策过程的研究一般从用户的感知和人格方面来研究，认为用户的决策过程只是简单的趋利辟害，而很少从用户的动机来分析用户的决策。本论文就是从动机入手，以动机领域的新视角-调节定向理论来研究用户的决策过程，本研究在分析影响用户的决策行为的因素后，采用问卷调查的方法，使用大学生为研究对象，探究调节定向对用户决策行为的影响研究，把调节定向和影响用户决策行为的因素有机的联合起来，从而探讨调节定向对用户决策的影响。33378
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在问卷调查中，注重分析影响用户决策的三个主要因素：环境因素（外界的影响）、风险因素（在购买时价值的影响）、性格因素（本身是积极还是消极）。采用spss分析，最后总结调节定向（促进定向和预防定向）对用户决策行为的影响。
论文的最后，概况性的提出本研究的主要观点，同时对本研究的不足给予分析以及对研究未来的展望。
关键词 调节定向 决策行为 促进定向 预防定向
毕业论文外文摘要
Title Regulators on research directed to the user's decision-making behavior
Abstract
Previous studies on the user's decision-making process in general from the user's perception and personality aspects to study, that user's decision-making process is simply the provision of benefits or harm, and rarely from the user's motivation to analyze the user's decision. This paper is motivated from the start, with a new perspective in the field of motivation - theory to study the user adjust the orientation of the decision-making process, this study after analyzing the factors that affect the user's decision-making behavior, using the questionnaire method, using college students as subjects, explore Regulators on research oriented decision-making behavior of the user, the user adjust the orientation and influence decision-making behavior of factors together organically, so as to explore regulating the orientation of the user decisions.
In the questionnaire, the analysis focused on three main factors that influence user decisions: environmental factors (outside influences), risk factors (affecting the value at the time of purchase), personality factors (in itself positive or negative). Using spss analysis, concluded adjust orientation (orientation and to promote prevention orientation) on the user's decision-making behavior.
Finally, overview of the main points of the study, while the lack of this research to give analysis and future prospects of the research paper.
Keywords Directional regulation Decision making behavior Promote orientation Prevention orientation
目 次
1 引言 1
1.1研究背景及意义 1
1.2研究方法 2
1.3研究结果 2
2 文献综述 3
2.1 调节定向理论的概述 3
2.1.1 调节定向理论的提出 3
2.1.2 调节定向的内涵 3
2.2 决策行为的概述 4
2.2.2 影响用户决策行为的因素 4
2.3 国内外研究现状 4
3 问题提出 7
3.1 以往研究的不足 7
3.2 研究假设 8
3.3 研究方法 8
4问卷分析 10
4.1 信度分析 10
4.2 个体调节定向调节性匹配环境因素对用户决策行为的影响 10
4.2 个体调节定向调节性匹配风险因素对用户决策行为的影响 12
5 结论 14