| Objective:Recent studies have shown that, the decision-making process will be formed by emotion. Consider in the view of customer behavior, emotion could leads the consumption behavior and influences the customer satisfaction of products. That means different emotion appearance will decide whether customers like the products or not, and whether to buy the products again. The compunction, the type of production(the practical products and the hedonic products) and the self-esteem are three significant factors and their influences in consumption behavior will be discussed in this research.Method: The study has two experiments,the first experiment is 2×2 two factor mixed design,and the another is 2×2 two factor randomized block design.The method innovation is mainly manifested in the activation of guilt emotion.In these two experiments,respectively use the method of directional memory and writing,and the method of word activation.So that we can make sure the effective activation of guilt emotion.At the same time,in order to make the situation of experiment close to the real business life,we compiled the materials of simulated consumption.Results: The results of study are analyzed by SPSS19.0.The results show a significant interaction between the type of product and the type of emotion at hedonic attitude(F=46.79,p<0.001),and also at the general attitude(F=143.49,p<0.001),The another result shows a significant between the level of self-esteem and the type of emotions at hedonic product ’ s hedonic attitude(F=9.64, p<0.01) 〠general attitude(F=9.02, p<0.01)and also at practical product ’ s general attitude(F=5.40,p<0.05).Conclusions: Firstly, The emotion could impacts the consumptive attitudes. The purchase intention of the hedonic products(like chocolate) may be increased by the compunction, but the practical products(like flash memory) may be opposite.Secondly, There are interactions between the type of products and the guilt emotion. The type of products would reduce the influence of gulit emotion in consumption behavior.Thirdly, The level of self-esteem could impacts the consumptive attitudes. People in high level self-esteem tend to buy the hedonic products and people in low level self-esteem tend to buy the practical products. Forthly, Self-esteem and emotion types impact on each other. |
